Overview

McDonald's Corporation (McDonald's), incorporated on December 21, 1964,

operates and franchises McDonald's restaurants. The Company's restaurants serve a

locally relevant menu of food and drinks sold at various price points in over 100

countries. The Company's segments include U.S., International Lead Markets, High

Growth Markets and Foundational Markets and Corporate. McDonald's franchised

restaurants are owned and operated under various structures, including conventional

franchise, developmental license or affiliate. The Company is primarily a franchisor.

Under a conventional franchise arrangement, the Company owns the land and building

or secures a long-term lease for the restaurant location and the franchisee pays for

equipment, signs, seating and decor. McDonald's menu includes hamburgers and

cheeseburgers, Big Mac, Quarter Pounder with Cheese, Filet-O-Fish, several chicken

sandwiches, Chicken McNuggets, wraps, French fries, salads, oatmeal, shakes,

McFlurry desserts, sundaes, soft serve cones, pies, soft drinks, coffee, McCafe

beverages and other beverages. In addition, the restaurants sell a range of other

products during limited-time promotions. McDonald's restaurants in the United States

and many international markets offer a full or limited breakfast menu. Breakfast

offerings may include Egg McMuffin, Sausage McMuffin with Egg, McGriddles, biscuit

and bagel sandwiches, and hotcakes.

Mission Statement

“To be our customers’ favorite place and way to eat and drink.” This mission statement

highlights the significance of customers as the business focus, while maintaining the
company as a major influence on their food and beverage purchase decisions.

McDonald’s mission statement has the following main components: Customers’ favorite

place to eat and drink and Customers’ favorite way to eat and drink.

Vision Statement

“To move with velocity to drive profitable growth and become an even better

McDonald’s serving more customers delicious food each day around the world.” This

statement is included in the growth plan that the company introduced in 2017. The

company’s previous vision statement was “Our overall vision is for McDonald’s to

become a modern, progressive burger company delivering a contemporary customer

experience.” The following are the main components of the company’s new corporate

vision statement: Move with velocity to drive profitable growth, Become an even better

McDonald’s and Serve more customers delicious food each day around the world.

Goals & Objectives

Reputation Management Goals:

1. Improve McDonald’s reputation within the industry- They do not aim solely at being

perceived as a healthy restaurant, but as a restaurant that offers alternative meals for

their publics. They furthermore want to be recognized as a company which is aware of

the growing societal issues of obesity.

2. Reinforce McDonald’s image with a new communication focus- Because of the

increasing focus on healthier alternatives, McDonald’s has realized that they have to
change their focus in order to create a new image and perception of McDonald’s. As a

result they have taken some initiatives that should change the focus from the unhealthy

products and introduced healthier menus.

Relationship management goals:

Promote their new initiatives to new potential customers. It is obvious that the new

strategy will generate a positive relationship between existing customers and potential

customers due to the fact that the strategy will create access to new markets and that

existing customers now have a broader range to choose from including the original

menu choice.

Task management goals:

McDonalds was known as a popular but still greasy fast food restaurants. They are still

perceived in this way but at the same time people now know that they offer some

alternatives. Furthermore McDonald’s have been really good at communicating their

products’ nutritional values. This has increased the transparency and makes it possible

for people to know how many calories they consume in a meal. This way they are

perceived as being a more open and trustworthy organization.

McDonald’s should focus on maintaining this position. They should be a place for all

kinds of people and continue to develop both their burgers and also the healthier

alternatives. However, they should still keep their original brand.

Objectives

1. Awareness objective- Increase awareness amongst the publics with the aim of

knowing that McDonald’s offers healthier alternatives. Create awareness amongst

families with kids under 15 years old.

2. Acceptance objective- Create a smooth transition when trying to increase positive

attitude towards the healthier new alternatives.

3. Action objective

a) Opinion action- to have the customers who likes the changes spread the word.

b) Behavior- to change the behavior of existing customers to also buy the new options,

and to attract new customers who are interested in the new products.

McDonald’s Philosophy

To provide food with strictly following quality, service, cleanliness and value (QSC&V).

To attain quality it has set up quality assurance centers in USA, Europe and Asia. In

addition, training plays an important part in customer services. Besides day-to-day

coaching, hamburgers universities in the USA, Germany, Japan and Australia teach the

necessary skills in 22 different languages with the aim of providing 100% customer

satisfaction.
New Policy

According to Article 83 of the Labor Code of the Philippines, The normal hours of

work an employee has to render must not exceed eight (8) hours a day and should be

exclusive of the one (1) hour daily lunch break. Philippine laws, however, do not prohibit

work done for less than eight hours. Under the provisions of Article 85 of the Labor

Code of the Philippines, Every employer is mandated by the Labor Code to give their

employees not less than sixty (60) minutes time-off for their regular meals. During day

shifts, this time-off is usually during 12:00 PM.

McDonald’s crew receives a twenty (20) minutes break time with pay for four (4)

hours and eight (8) hours employees. When asked to take a break, the employee must

clock out first and adhere to the employee meal policy. The break must be no more or

no less than twenty (20) minutes. Due to an unusual circumstance, the manager may

ask the employee to clock in early from your break. If this happens, they will reissue

another twenty (20) minutes break time at a more convenient time. The portion of the

break that you had already taken (if less than 15 minutes) will be taken off your timecard

and you will be paid for that time.

As stated in the Philippine law that an employee should have one (1) hour daily

break, we suggest an additional twenty (20) minutes break time for the employees who

work for eight (8) hours because one break time is not enough for the eight (8) hours

worker. Having less break time for the employees might cause unproductiveness. For

example, In terms of cooking, the worker performs slowly maybe because they are

hungry or sleepy. Employees may also experience tardiness because of too much time
for work but less in break time. They may also experience to be unfocused to their

specific jobs. For example, if the cashier is not focus it is possible for him/her to give the

customer a wrong order. Lastly, the employees may be prone to on-the-job accidents.

For example, the employee is experiencing dizziness because of hunger he/she might

accidentally fall the food tray to the customer. 20 minutes is not enough for employees

to eat their meal, rest, or to take a short nap. By adding another time for the employees,

it may result for them to be more productive, concentrate on their work, lower the risk of

on-the-job accidents, improves brain function, reduces stress and perform well in their

duties.