Professional Documents
Culture Documents
Consistency is the factor that distinguishes McDonald from the other competitors in the
quick service industry
The corporate emblem symbolises Pleasant, fast service and tasty, inexpensive food (to
both competitors and customers)
The eating habit of the customers are changing against of fast foods.( As demographic
trends are changing ). Competitors are attacking McDonalds.
McDonalds has been so successful only because of its legendary operating system.
Through this the company have been making financial benefits also. (With an average return
on equity of 25.2 %)
The annual growth rate was 24.1 %. But the sales per unit volume have dropped in the year
1991. This made the management to think whether the current operating system is well
enough to bring - uniform quality and Service at every store and suited for the current
challenging situation of McDonalds.
The major challenge that the top managers faced is - To what extend McDonalds change
its operations strategy to accommodate the growing needs for the flexibility and variety in
the products. Was it tweaking or a dramatic change that would support the companys
volume growth objectives?
MacDonald used exact specification and customised equipment for preparing each
product.
pg. 1
The main features of the chain was limited menu, low price and fast food service.
Many of the competitors were able to provide similar products like McDonalds but they
only focused on recruiting the franchises and were not focused on the low cost suppliers .
For McDonalds Kroc focused on
To build a special relationship between company and its suppliers and franchisees.
McDonalds operating system was to ensure consistency and uniformity across all outlets.
Operating procedures guaranteed customers the same quality of food and service visit after
visit store after store.
Most restaurants in the 1960s and 1970s offered variety of menus as result they
were not able to give standardised service.
Turner developed an operations manual in 1957 and by 1991 reached 750 page
documents. It describes how to make each and every product to cooking food
serving it , selecting the potato and meat for cooking.
pg. 2
o McDonald studied each and every component of its operation to learn what
worked and what failed to determine how best to offer consistently good
service and food .
McDonald always focused on quality stuff from suppliers hence many of the top end
suppliers refused to tie up with MacDonalds.
Operating philosophy was that partner would make money before the company did,
and insisted that corporative revenue come not from the initial franchisee fees but
from the success of the restaurants themselves.
MacDonalds infused an
McDonalds have used latest technology to preserve its raw materials potatoes
They opened their stores from 7:00 am serving breakfast and coffee- which was
not a regular practice by other competitors at that time.( Usually all Shops only open
at 11:00 am.)
More new products were introduced in to menu with the help of suppliersMcDonalds introduced Egg Mc Muffin as a breakfast item in its breakfast menu
which was actually an invention of its franchisee.
They had empowered the meat supplier to give them chicken. (keystone)
In order to meet the competition they have set up small outlets (which is less
expensive) in places like schools and colleges air ports museums etc.
pg. 3
They provided value menu- (Happy meal) together with franchisees introduced
salads etc in menu for nutrition- (fat free meat).
Variety and value food was become the major challenge of McDonalds.
We can say that McDonalds during the initial stage onwards gave equal importance to its
suppliers and franchisees. Operating system was designed in such a every stake holder is
like a partner. Many part of the chain were done by the franchisees like cooking. They have
a standard operating procedure to make the food to each and every services delivery.
They were closely watching the customer preference and have made many changes in food
menu and shop operating time. They made strategic decisions very flexibly without losing
their core value of speedy service, low price. For meeting the competition they reacted very
flexibly to each situation by taking appropriate strategic decisions which was the secret
behind McDonalds success.
pg. 4