Final report mcdonald’s

- McDonald's McDonald's is one of the world's largest fast food restaurant chains, known for its Picture 1 Headquarters in Chicago, Illinois, Mi restaurant business drinks, vegetarian

UNIVERSITY OF ECONOMICS AND FINANCE

Contents

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List of illustrations

Picture

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1 Introduction

1.1 Company Overview

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- McDonald's McDonald's is one of the world's largest fast food restaurant

chains, known for its

Picture 1 Headquarters in Chicago, Illinois, Mi restaurant business (drinks, vegetarian and non-vegetarian food), founded in

1940 McDonald's headquarters here in Oak Brook, Illinois, USA McDonald's

main mascot is Ronald McDonald, a character first introduced in 19631

Ronald McDonald is the familiar symbol of this fast food restaurant chain In

addition, McDonald's also has other mascots such as Grimace, a friendly purple

mascot, and Happy, the mascot representing Happy Meals and PlayPlaces

- Outstanding achievements:

+ The McDonald's system sold more than 100 million hamburgers within the

first 3 years and the 100th McDonald's was opened 4 years later, in 1959 + McDonald's logo has always maintained a solid position in the Top 10 most

valuable brands in the world for many decades

+ 1963: McDonald's sold 1 billion hamburgers

+ In 1990, the first McDonald's store appeared in the Soviet Union At that

time this was the largest store in the entire world To this day it is still the largest store in Europe

+ Inthe 2012 Global Brand 100 list of BrandFinance, McDonald's holds the

4th position with a brand value of US $ 95 billion

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+ 2016, McDonald's "Create Your Taste" electronic kiosks were seen in some

restaurants internationally where customers could custom order meals

+ Today, McDonald’s 1s the world’s second-largest private employer with 1.7

million employees (second to Walmart with more than 2.3 million employees) and has the ninth-highest global brand valuation

+ McDonald's is honored to be one of the companies that has won the most

World Branding Awards The World Branding Awards is an international award given to global and national brands for their performance and achievements tn branding

1.2 History

The company was first established in 1940 by brothers Richard and Maurice

McDonald By 1953 they had opened four more stores in Neil Fox, Phoenix,

(Arizona), Saginaw (Michigan) and Downey (California) In 1954, Ray Kroc decided

to visit the McDonald brothers’ store and realized that this was a special business

model He immediately shared his vision with the McDonald brothers From the

humble beginnings as a small restaurant, proud to have become one of the world's

leading food service brands with more than 36,000 restaurants in more than 100

countries The development of the McDonald's chain was so successful that it

exceeded their imagination, making the McDonald brothers scared and wanting to

stop Ray Kroc decided to borrow and buy the entire McDonald's chain for $2.7

million, a record price in the restaurant industry at that time In 1961, the deal was

signed and Ray Kroc became the boss of McDonald's To date, McDonald's has

become the largest fast food restaurant chain in the world with about 41,822

restaurants in 119 countries

1.3 Vision, mission, core values

- McDonald's Serve's 5 core values: Serve - Integrity - Family - Inclusion -

Community

+ Serve: We put our customers and people first

+ Integrity: We do the nght thing

+ Family: We get better together

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+ Inclusion: We open our doors to everyone

+ Community: We are good neighbors

- Vision: To become a modern, progressive burger company delivering a

contemporary customer experience

- Mission: Make delicious feel-good moments easy for everyone

1.4 Logo and slogan

- McDonald's opens to serve customers for the first time in a drive-in format in

1940 under the name McDonald's Famous Barbecue in California At that time,

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Pmiovin' it

Picture 2 McDonald's logo through stages

the logo was quite simple with the word "Barbecue" emphasized

- By 1948, the brand name was changed to "McDonald's Famous Hamburgers"

with a change in menu to fast food dishes such as hamburgers, Carbonated soft

drinks, French fries,

- In 1953, with the launch of the “Speedee” service, McDonald's changed its

logo to a running chef winking at customers

- It wasn't until 1960 that the familiar McDonald's M logo appeared Stanley

Meston 1s the person who designed this logo and is also the architect

responsible for designing McDonald's second store However, also in 1960,

McDonald’s wanted to change the design so they invited Cheskin - a design

consultant to help them change the logo As soon as he saw McDonald's M-

shaped logo, he convinced them to keep their original logo Because according

to him, the letter "M" with a circle above helps people think of a woman's

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breasts, which will create a feeling of hunger and help the restaurant attract

more customers

- In 2006, McDonald's decided to eliminate redundant details, keeping only the

golden M logo

- Below the McDonald's logo is the slogan "I'm lovin' it" creating a feeling of joy

and happiness for customers when coming to the stores through McDonald's

food, services and environment

1.5 Products and services

- Food: McDonald's menu offers a wide variety of dishes to suit all tastes,

preferences, and needs:

Combo 2C 189,000 VNĐ Picture 3 Combo food

Burgers: Big Mac, McChicken, Filet-O-Fish, McSpicy, Beef Burger

Fried Chicken: McNuggets, Mc Wings, Crispy Fried Chicken

Potatoes: French Fries, Hash Brown

Salads: Vegetable Salad, Grilled Chicken Salad

Desserts: McFlurry, Sundae, Pie.,

Drinks: Soft Drinks, Juice, Coffee, Milk Tea

- Combo: McDonald's offers many value-for-money combos that are perfect for

+ Combo from 39k for lunch

+ Combo 2A, 2B, 2C, 3A, 3B for groups

- Local Menu: McDonald's always focuses on localizing its menu to suit the

taste of each country:

+ Vietnam: Pho Burger, Fried Chicken with Tamarind Sauce, Chicken Rice

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+ Thailand: Tom Yum Fried Chicken, Tom Yum Burger,

+ China: Peking Duck Burger, Sichuan Fried Chicken

- Price: McDonald's prices are suitable for a variety of customers, from budget-

conscious to high-end:

+ Burgers: From 30,0004 to 70,0004

+ Fried Chicken: From 35,0004 to 75,0004

+ Combo: From 35,0004 to 289,0004

- Service: McDonald's offers a variety of convenient services for customers:

+ Home Delivery: McDelivery

+ Order via App: McDonald's App

+ Self-service Kiosk: Allows customers to place and pay for orders

themselves

1.6 My comment

McDonald's is doing well the role of one of the world's largest fast food chains If

possible, | want McDonald's to organize a few challenges of eating such as eating 10

hamburgers for 20 minutes

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2 Sale Organization

McDonald’s is led by a relatively large team of executives who are split into

three areas: Corporate, Regional, and Functional

2.1 Corporate

McDonald’s has an overarching global hierarchy for all of its operations which

fall under the umbrella of the McDonald’s Corporation This feature of the divisional

organizational structure emphasizes corporate control in the context of managerial

control Strategic decisions, directives, and instructions are passed down the chain of

command from the CEO to the leaders of other business groups, upper and middle

managers within those groups, and eventually to both the restaurant managers and

personnel in company-owned restaurants and also to the operators of franchises

2.2 Regional

The Regional groups represent one of the most distinctive features of the McDonald’s

Corporation’s divisional structure Currently, there are three divisions:

- The United States of America includes restaurants operating in the United

States

Diagram I Leadership organization

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- International Operated Markets (IOM) representing the five international

markets owned by the company and the IOM Business Unit, which consists of

the remaining wholly owned international markets

- International Developed Licensed Markets (IDL) group represents remaining

restaurants across 80 markets where McDonald’s has licensed franchising

rights to strategic partners

- Functional include Learning and Development, Communications, Compliance,

and Sustainability

- Each functional group in the McDonald’s org structure falls under the

leadership of a corporate executive or senior manager These groups enable

McDonald’s to better address essential business functions, such as the

management of human resources, the driving of sustainability initiatives, and

the reinforcement of McDonald’s Corporation’s organizational culture

2.4 My comment

Effective organizational structure plays an important role in helping McDonald's

maintain the leading position in the fast food industry McDonald's can apply

automation technology from order to cooking to improve efficiency and save costs

3.1 Prospecting

The customers that McDonald's targets are very diverse, from low-income to

high-income people, from children to the elderly, and McDonald's even has a menu

for vegetarians It can be said that McDonald's source of potential customers is

everyone To find potential customers, McDonald's has used the following methods:

- Traditional advertising: McDonald's often uses television, radio, print, and

outdoor advertising to reach a large number of consumers This advertising

often focuses on introducing new products, promotions, or special offers

- Online advertising: McDonald's has a strong internet marketing strategy,

including advertising on websites, social networks, and other digital media

platforms They use effective advertisements to attract the attention of online

consumers and generate traffic to their websites and mobile apps For example:

In 2023, the fast food chain launched the “Wednesday” dancing challenge on

TikTok The ad features a group of McDonald's employees taking on a dancing

challenge, a reference to the popular Netflix series This ad is a fun and

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mecdonalds ®@ when ¡ say go share the Cardi B & Offset meal today, this is what i mean

facebook le love = sharing my fries with you W

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AW Liked by adweek and 97,604 others

Picture 4 Cardi B & Offset meal

engaging way to connect with your target

audience and once again increase brand awareness

- Market development strategy: McDonald's continuously researches and

develops strategies to expand the market and reach new customers This may

include opening new stores in strategic locations, expanding delivery services,

or developing new products tailored to local market needs

- Local events and promotional activities: McDonald's often participates in

community events and local promotional activities to increase their visibility

and create relationships with local communities This may include sponsoring

local sporting events, hosting community meetings, or participating in charity

programs

- Cooperation with celebrities: Nowadays, social networks like Tiktok, Facebook

are a place with a large number of visitors through which McDonald's has

deployed a series of strategies to attract customers Typically, in 2021,

McDonald's collaborated with Cardi B to create a special meal called the Cardi

B & Offset Meal Since that day, this famous couple has been promoting the

menu on various channels

3.2 Preparation

- Before approaching customers, McDonald's will provide full information about

products, promotions and answer customers' questions McDonald's will also

prepare a certain amount of products to meet customer needs

- McDonald's also trains employees in-depth on sales knowledge and skills to

best meet customer needs

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