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Founders: McDonald's - Richard and Maurice McDonald

Organizational Structure/Chart:

McDonald's Corporation - Ray Kroc

Date Established: May 15, 1940 in San Bernardino, California (as
April 15, 1955 in Des Plaines, Illinois (as the McDonald's Corporation)
Product/Service Description: McDonald's predominantly sells
hamburgers, various types of chicken, chicken sandwiches, French
fries, soft drinks, breakfast items, and desserts. In most markets,
McDonald's offers salads and vegetarian items, wraps and other
localized fare. On a seasonal basis, McDonald's offers the McRib
sandwich. Some speculate the seasonality of the McRib adds to its
appeal. Various countries, especially in Asia, are currently serving
soup. This local deviation from the standard menu is a characteristic
for which the chain is particularly known, and one which is employed
either to abide by regional food taboos (such as the religious
prohibition of beef consumption in India) or to make available foods
with which the regional market is more familiar (such as the sale of
McRice in Indonesia, or Ebi (prawn) Burger in Singapore). In
Germany and other Western European countries, McDonald's sells
beer. In New Zealand, McDonald's sells meat pies, after the local
affiliate partially relaunched the Georgie Pie fast food chain it bought
out in 1996.
CEO: Stephen J. "Steve" Easterbrook
Philosophy/Mission/Vision/Values: Our purpose goes beyond what
we sell. Were using our reach to be a positive force. For our
customers. Our people. Our communities. Our world. We promote
choices. Real ingredients. Great taste. Transparency. We create
opportunity. Encourage diversity. Offer training. Facilitate teamwork.
Reward achievement. We champion happy, healthy kids. Keep
families together through Ronald McDonald House Charities. Commit
to reducing our footprint. Using less energy. And recycling more.
Were proud of everything we do. And were dedicated to doing more.
Evolving alongside our customers. Building memories that last a
lifetime. And goodwill that lasts forever.
History: Since 1955, weve been proud to serve the world some of its
favorite food. And along the way, weve managed not just to live
history, but create it: from drive-thru restaurants to Chicken
McNuggets to college credits from Hamburger U and much more. Its
been quite the journey, and we promise this is just the beginningweve got our hearts set on making more history. The first McDonalds
restaurant was run by brothers Dick and Mac McDonald in San
Bernardino, California. In 1954 Ray Kroc visited the restaurant and
was so impressed by their efficiency of their operation that he pitched
his vision of creating McDonalds restaurants across the US. By 1958
McDonalds had sold 100m hamburgers. Kroc once said of his four
business goals: If I had a brick for every time Ive repeated the
phrase Quality, Service, Cleanliness and Value, Id probably be able
to bridge the Atlantic Ocean with them. 69 million customers are
served every day. There are now 36,258 McDonalds restaurants in
119 countries, of which 29,544 are franchised

Corporate Social Responsibility (CSR) Programs: We take our

social responsibilities very seriously. For example, we're always
looking for ways to reduce, reuse and recycle in our restaurants and
across our whole business. We use low energy LED light bulbs,
energy saving equipment and waterless urinals, and recycle used
cooking oil into biodiesel to fuel more than half of our delivery trucks.
We also recycle the cardboard boxes used in more than 89% of our
restaurants, and more than 85% of our packaging is made from
renewable resources.
Issues/Problems: Millennials, No Hot New Product, Pricing, Focus
and Haters
Latest News/Updates: April 22, 2015 McDonald's Corporation today
announced results for the first quarter ended March 31, 2015.
First quarter results included:

Organizational Culture: The work culture of McDonald's very much

depends upon the manager. The managers do not try and put any
vertical barriers between themselves and their employees. They
display real concern for the emotions and well being of their

Global comparable sales decrease of 2.3%, reflecting

negative guest traffic in all major segments

Management /Leadership Style: Leadership is process of

influencing others to achieve organizational goals (Mcwilliams .A and
william.C). When a person acquires leadership skill, they have the
ability to motivate and inspire others to achieve organizational goals.
McDonald Company believes that leadership should not be practiced
only within managers but also by every employee in every store
(McDonalds, 2010-2013).

Consolidated revenues decrease of 11% (1% in constant


Consolidated operating income decrease of 28% (20% in

constant currencies) due to weaker operating
performance and $195 million of strategic charges related
to restaurant closings and other management actions

Competitors (Direct & Indirect): Starbucks, Subway, Burger King,

Taco Bell, Jollibee, Jamba Juice, Pizza Hut, Coca-Cola, and Domino

Diluted earnings per share of $0.84, a decrease of 31%

(23% in constant currencies), which includes strategic
charges totaling $0.17 per share and a negative foreign
currency translation impact of $0.09 per share. In
constant currencies and excluding the strategic charges,
earnings per share decreased $0.11 or 9%

Return of $1.4 billion to shareholders through dividends

and share repurchases

Industry Description & Company Performance: McDonald's

Corporation today announced that global comparable sales
decreased 1.7% in February. Performance by segment was as
follows: U.S. down 4.0%, Europe up 0.7%, Asia/Pacific, Middle East
and Africa (APMEA) down 4.4%
Financial Performance (latest): McDonald's Corp. has seen net
income shrink from $5.6B USD to $4.8B USD despite relatively flat