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Case Study

Case Study

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Published by a_kaarthik
mcdonalds
mcdonalds

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Published by: a_kaarthik on Apr 15, 2010
Copyright:Attribution Non-commercial

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11/19/2010

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C
ASE
S
TUDY
Mc Donald¶s
 
I
N
TRODUCT
I
O
N
McDonald¶s, the leader in the fast-food wars, faced a crossroadsin the early 1990s.
Domestically, sales and revenues were flattening as competitorslike Burger King, Wendy¶s, and Taco Bell encountered newchallenges
Sonic and Rally¶s competed using a back-to-basics approach of quickly serving up burgers, just burgers, for timeless consumers.
McDonald¶s was gathering flak from environmentalists whodecried all the litter and solid waste its restaurants generatedeach day
To counter some of the criticism, McDonald¶s partnered with theEnvironmental Defense Fund (EDF) to explore new ways tomake its operations more friendly to the environment.
Together, EDF and McDonald¶s considered its impact on a widerange of stakeholders²customers, suppliers, franchisees, andthe environment. The company gave its franchisees muchautonomy in finding ways to eliminate environmental blight
 
F
ACTS
McDonald¶s roots go back to the early 1940s when twobrothers opened a burger restaurant that relied onstandardized preparation to maintain quality the SpeedService System.
So impressed was Ray Kroc with the brothers¶ approach thathe became their national franchise agent, relying on thecompany¶s proven operating system to maintain quality andconsistency.
Over the next few decades, McDonald¶s used controlledexperimentation to maintain the McDonald¶s experience, allthe while expanding the menu to appeal to a broader rangeof consumers. For example, in June 1976, McDonald¶sintroduced a breakfast menu as a way to more fully utilize thephysical plant. In 1980, the company rolled out ChickenMcNuggets.««Continued

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