Established in California during the 1940s by two brothers,the McDonald’s restaurant became a popular teen hangoutin the first flush of post-war affluence. To feed these youthfulbodies, the brothers reduced the menu to the perennial favourite – hamburgers, appliedassembly line techniques to food production and expanded to four restaurants by 1953.Taking note of the brothers’ success, in 1955, Entrepreneur Ray Kroc bought the right tofranchise the McDonald’s System. Renamed the McDonald’s Corporation in 1960, Krocfocused his marketing effort on the family meal and children, spending heavily ontelevision advertising which promoted the smiling clown face of its child-friendly brandmascot, Ronald McDonald. Today, the McDonald’s franchise exceeds 30,000restaurants globally and serves over 50 million people in more than 121 countries eachday.
GOALS AND OBJECTIVES
McDonald’s vision is to be the world’s best quick service restaurants experience.
. McDonalds is committed to maintaining and developing the best food products in thequick service restaurant market.
. In order to deliver this, the company has made a number of commitments to foodsafety and nutrition.
Lead the Quick Service Restaurant market by a program of site development andprofitable restaurant openings, and by attracting new customers. Increasing salesthrough promotions willenable them to continue their program of expansion.
McDonalds have an objective to continual enhance and improve their menu. This will