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Unees Amar 8179
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 McDonald’s
History
The business began in
1940, with a restaurant
opened by two
brothers
Richard and Maurice Mc
Donald
at 1398 North E Street
at West 14th Street in
San Bernardino, Californ
ia
 McDonald’s
History
 Since 1955, we've proudly
served the world some of
its favorite food. Along the
way, we've been more than
a part of history – we've
created it. From the first
drive-thru restaurants to
our famous Big
Mac sandwich, Fries and
Chicken McNuggets, it's
been an exciting journey…
and we're just getting
started.
 Timeline
 1954
 Ray Kroc became the first franchisee appointed
by Mac and Dick McDonald in San Bernardino,
California.
 1955
 Ray Kroc opened his first restaurant in Des
Plaines, Illinois (near Chicago), and the
McDonald's Corporation was created.
 1957
 Quality, Service, Cleanliness and Value (Q.S.C. &
V.) became the company motto.
 1959
 The 100th McDonald's opened in Chicago
 Timeline
 1961
 Ray Kroc bought all rights to the McDonald's concept
from the McDonald's brothers for $2.7 million.

 Hamburger University opened in Elk Grove, near

Chicago.
 1963
 One billion hamburgers sold.
 The 500th restaurant opened.
 The 500th student graduates from Hamburger
University.
 Ronald McDonald made his debut.
 McDonald's net income exceeded $1 million.
 1964
 Filet-o-Fish sandwich introduced.
 1965
 McDonald's Corporation went public. Per earning ratio
varies from 10 to 22 during year; stock price range, 15
- 33.5.
 Timeline
 1966
 McDonald's listed on the New York stock exchange on
the 7th May.
 1967
 The first restaurants outside of the USA opened in
Canada and Puerto Rico.
 1968
 The Big Mac was introduced.
 The 1,000th restaurant opened in Des Plaines, Illinois.
 1970
 McDonald's restaurant in every US state.
 Ray Cesca (Director of Global Purchasing of the
McDonald's Corporation) has admitted that when
McDonald's opened stores in Costa Rica in 1970, they
were using beef from cattle raised on ex-rainforest
land, deforested in the 1950's and 1960's.
 New countries - Virgin Islands, Costa Rica.
 Timeline
 1971
 The Egg McMuffin sandwich was test marketed in the US as McDonald's first
breakfast menu item.
 McDonald's Japanese President, Den Fujita, stated "the reason Japanese people are
so short and have yellow skins is because they have eaten nothing but fish and rice
for two thousand years"; "if we eat McDonald's hamburgers and potatoes for a
thousand years we will become taller, our skin become white and our hair blonde".
 New countries - Japan, Holland, Australia, Germany, Panama, Guam.
 1972
 Assets exceeded $500 million and sales surpassed $1 billion.
 A new McDonald's restaurant opening every day.
 New countries - France, El Salvador.
 The 2,000th restaurant opened in Des Plaines, Illinois.
 The Quarter Pounder was introduced.
 Ray Kroc made a $250,000 donation to the controversial 1972 presidential campaign
of Richard Nixon, a donation which was perhaps a subject of investigation during the
Watergate corruption scandal. Passages in the 'Behind The Arches' book (written with
McDonald's backing and assistance) state that the donation came around the very
time that McDonald's franchisees were lobbying to prevent an increase in the
minimum wage, and to get legislation (dubbed 'The McDonald's Bill') passed to be
able to pay a sub- minimum wage to some young workers.
 Timeline
 1973
 McDonald's Golden Arches Restaurants Limited founded in UK as a
joint venture partnership between the McDonald's Corporation and
two businessmen; one British, one American.
 New country - Sweden.
 Egg McMuffin introduced.
 1974
 The 3,000th McDonald's restaurant was opened in Woolwich (south
east London) in October, the first in the UK. The company admitted
that NOBODY went in and later decided to target children with TV
ads.
 The UK Head Office was sited in Hampstead, North London.
 Up to 1974, McDonald's employees in Puerto Rico were unionized,
but the company was sold to a new franchisee. A dispute followed,
closing all the stores and McDonald's pulled out of Puerto Rico. They
reopened in 1980 with non-union labor.
 New countries - England, Netherlands, Antilles, Guatemala.
 The first Ronald McDonald House opened in Philadelphia.
 At a San Francisco Labor Board hearing, McDonald's workers
testified that lie-detectors had been used to ask about union
sympathies, following which the company was threatened with legal
action.
 McDonald's corporate logo used from
November 18, 1968 to 2006. It still exists at
some restaurants.
 Headquarter

McDonald's Plaza, located in Oak Brook,

Illinois U.S is the headquarters of
McDonald's
 McDonalds World Locations
Number of locations 34,000+ worldwide
 World wide

Revenue US$27.56 billion (2012)

Operating income US$8.60 billion (2012)
Net income US$5.46 billion (2012)
Total assets US$35.39 billion (2012)
Total equity US$15.29 billion (2012)
1,800,000 Employees in 119 countries and
they serve 68 million customers daily
(2013)
 Some Facts About McDonald's That
Will Blow Your Mind
McDonald's serves 1% of the McDonald's sells more than 75
world's population every day hamburgers every second
 McDonald's' $24 billion in revenue Counting $32 billion in revenue from
makes it the 90th-largest economy in franchise stores, McDonald's claims the 68th
the world biggest economy, bigger than Ecuador

McDonald's hires around 1 million According to company estimates, one in

workers in the US every year every eight American workers has been
employed by McDonald's
 The Queen of England owns a McDonald's
For the next three years, McDonald's is
near Buckingham Palace as part of her
going to open one restaurant every day in
vast real estate portfolio
China

McDonald's is the world's largest distributor

McDonald's' iconic golden arches are of toys, with one included in 20% of all
recognized by more people than the cross sales
 McDonald Objectives
♥ Corporate Objectives
♥ Long Term Objectives

Corporate Objectives

♥ To serve good food in a friendly and fun

environment

♥ To provide good returns to its shareholders

♥ To provide its customers with food of a high

standard, quick service and value for money
 Long Term Objectives

♥ McDonald’s vision is to bathe world’s best quick service

restaurants experience.

♥ McDonalds is committed to maintaining and developing

the best food products in the quickservice restaurant
market.

♥ In order to deliver this, the company has made number

of commitments to food safety and nutrition.
 SWOT Analysis of McDonalds
 Strengths

 Weaknesses

 Opportunities

 Threats
 Strengths
 Products

 Brand Recognition

 Good communication and friendly environment

 Partnership with
Coca Cola & telecom companies
 Weaknesses

 Product Variety

 More Advertising

 Drive Through
 Opportunities

 Reasonable Prices

 Opportunity to be Innovative

 Breakfast and Special Noon Meals

 Threats

More health conscious

customers

 Foreign as well as local competitors

 Changing customer styles

 ♥ ♥ ♥ Competition ♥ ♥ ♥

 The major competition in local market

faced by McDonalds is from Kentucky
Fried Chicken (KFC)

vs
 BCG MATRIX
Star Question Marks
------------------------------------------

HIGH
Chicken Big Mac
Big Mac McArabian
McRoyale McChicken
GROWT
H File-o-Fish
RATE
>

Cash Cow Dogs

McNuggets
Quarter Pounder Apple Pie
Cheese Burger Strawberry custard pie
LOW

HIGH LOW
MARKET SHARE
----------------- ------------------------->
---------------------------------
 McDonald’s Pakistan History

 McDonald’s Pakistan is part of the Lakson

Group of Companies, a leading business house
in Pakistan.
 McDonald’s first restaurant opened its door to
the people of Pakistan in September 1998 in
Lahore. This launch was met with
unprecedented enthusiasm from the citizens of Amin Lakhani
Lahore, who are known for their liveliness,
vigor and penchant for quality food. Karachi
opened its first restaurant a week after Lahore.
Ever since we opened the doors of our
restaurants both in Karachi & Lahore, we have
been proud to provide our customers the same
great taste, outstanding value and superior
service that is synonymous with the Golden
Arches all over the world.
 Restaurants in Pakistan

There are now 27 restaurants in 8

major cities of Pakistan. (11 in
Karachi, 1 in Hyderabad, 10 in
Lahore and 1 in Faisalabad, 1 in
Kala Shah Kaku, 1 in Sialkot, 1 in
Islamabad & 1 in Rawalpindi)
 McProducts in Pakistan

All McDonald's in Pakistan are certified

Halal. Pakistani menus resemble those of
Middle Eastern and South Asian locations.
McArabias and Spicy Chicken Burgers are
popular in Pakistan A chicken Big Mac is also
available.