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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