1.

0 Introduction McDonald Malaysia

1.1 About Company

Figure 1: McDonald Logo

McDonald is one of the gigantic international food service retailers that running 34,000
restaurants and serving nearly 69 million people in 119 different countries every single day.
This company is founded by Richard and Maurice McDonald in 1937 in California. These two
brothers were the first in the industry to implement assembly-line format in a kitchen
systematically. The first drive in restaurant was establish in 1940 taking succeeded little hot
dog stand as their inspiration (Luxebery and Halberstam, n.d). This biggest fast food icon
arrived in Malaysia in 1980 and after more than four decades in Malaysia, this company
have 185 total franchise outlets nationwide. McDonalds have made over 7000 job
opportunity ever since they arrive in Malaysia over the years. McDonald’s headquartered in
Malaysia is located at Kuala lumpur which as shown in Figure 2 below.

Figure 2: McDonald Malaysia Headquartered

1.2 Purpose, Mission and value

McDonald Malaysia regardless of their outlet size and scale embracing and prioritizing their
roles and commitment to the people in which they will operate through:

i. Purpose to feed and foster communities,

ii. Mission to create delicious feel-good moments for everyone, and
iii. Core values that define who we are and how we run our business.

McDonald also directed by five different core value which comprises of:

I. Serve – We put our customers and people first;

II. Inclusion – We open our doors to everyone;
III. Integrity – We do the right thing;
IV. Community – We are good neighbours; and
V. Family – We get better together.

1.3 Product and service

McDonald restaurants in Malaysia offered a significantly standard uniform menu throughout

the city even though there are geographical differences to fulfil and suit the demand of local
customer’s preferences and taste. Their list of offered menu are including cheeseburgers,
Big Mac, Quarter Pounder with Cheese, Filet-O-Fish, several chicken sandwiches, Chicken
McNuggets, wraps, McDonald's Fries, salads, oatmeal, shakes, McFlurry desserts, sundaes,
soft serve cones, bakery items, soft drinks, coffee, McCafé beverages and other beverages.
Despite of this, McDonald also serve a variety of other product during limited time
promotion.

McDonald Malaysia customized their list of menu to attract more local crowd. The Nasi
Lemak Burger had been introduced to the market as it the most relevant idea to represent
Malaysia in general. Nasi lemak is an iconic home dish that most Malaysians love and
familiar with. McDonald introduced this idea of Nasi Lemak Burger just to express that they
are customizing their products to suit and attract the local customers. McDelivery service is
also introduced in McDonald Malaysia to deliver food to the customer’s door which is time
saving and suitable in this pandemic era.