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public relation and mcdonalds as an example

public relation and mcdonalds as an example

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Published by steffibiswas2006

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Categories:Topics, Art & Design
Published by: steffibiswas2006 on Feb 24, 2011
Copyright:Attribution Non-commercial


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Clara’s College of Commerce
By:Ateeb Ansari – 01Steffi Biswas – 03Abhijeet Kadam -14Thomas Kattahara-15 
Pg.no.1 History 32 PR at McDonalds 73 McDonalds vs. McCafé 94 McDonald's on the ball in PR battle 125
McDonald's Public AwarenessPrograms
McDonald's &  "McJobs"
Animal welfare issues
238 McDonald Overview 249 News Releases 24
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10 Press Releases 32
is the world's largest fast-foodretailer "with more than 30,000 restaurants in119 countries serving 47 million customers eachday".
McDonald’s was originally established in the UnitedStates by the brothers Mac &  Richard McDonald.After the failure of several car hop stylerestaurants, the brothers implemented a systememphasizing speed, volume, &  low prices. Thenew system would use mechanized kitchens,assembly lines, &  preassembled food to reducecost, increase production, &  generate higher customer turnover. Thus,in 1948, the modern McDonald’s restaurant made its debut. By 1955,the first franchise was opened by Ray Kroc in Des Plaines, Illinois,marking the creation of the McDonald’s Corporation. Though theMcDonald’s brothers sold a few franchises, the franchising boom didn’tbegin until Kroc purchased the rights to the chain in the early 1960’s.Kroc emphasized the idea of fast, low-priced, quality products offeredin a clean, friendly environment. Rigorous rules governed franchiseoperations, creating homogeneity in the McDonald’s look, taste, &experience.
McDonald’s as a Symbol of American Culture
The restaurant became the proctor of the “great American meal,” aswell as a locus for family, particularly with the rise of the Ronald HPMcDonald clown &  his cohorts. McDonald’s offered a uniqueexperience to its consumers, advertising itself as a feel-good, family-oriented restaurant. As John Giles, a former McDonald’s publicrelations director, explained, “We offer more than just fast food…It’san experience of fun, folks & food.” The marketing strategy provedsuccessful with the American population. McDonald’s, with its
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