McDonald's Corporation - 2015 (MCD)

• Author: Alen Badal
• Position: University of Liverpool
• Pages: 27-40

Vol. 3 No. 2

July 2017

ISSN 2410-3918

Acces online at www.iipccl.org

27

Academic Journal of Business, Administration, Law and Social Sciences

IIPCCL Publishing, Graz-Austria

McDonald’s Corporation - 2015 (MCD)

PhD Alen Badal

University of Liverpool

Abstract

McDonald’s Corporation, 2015 is aiming to enlighten the “Experience of the Future” for

consumers, with a special focus on the ‘younger’ generation. Beginning in 2015 and moving

forward, McDonald’s has operationalized the functions of its strategy to be er serve consumers

with such o erings as trial-testing a build-your-burger strategy with the order being served

at the table, known as the “Create Your Taste” program. The restaurant chain has introduced

the all-day breakfast menu and ‘McPick 2’ for $5.00. Additionally, the company has engaged

consumers by way of social media and is interested in having a smartphone application in-

use. Other roll-outs include processing transactions by way of mobile-payment with such

channels as ‘Google Wallet, So card and Apple Pay.’ The fast-food giant continues to test a

variety of strategies at select locations aimed at increasing shareholder value as a result of both

introducing and modifying the point-of-sale services and food & beverage o erings¹.

Keywords: McDonald, Corporation, Company.

Company History

McDonald’s Corporation, founded in 1940 and based in Oak Brook, Illinois, is the

world’s largest fast food chain operating both franchised and company-owned

locations in more than 100 countries in the United States, Europe, the Asia/Pacifi c, the

Middle East, Africa, Canada and Latin America. As of December 31, 2014, it operated

36,258 restaurants, including 29,544 franchised restaurants comprising 20,774

franchised to conventional franchisees, 5,228 licensed to developmental licensees,

and 3,542 licensed to foreign a liates; and 6,714 company-operated restaurants².

Historically, brothers ‘Dick’ and ‘Mac’ McDonald opened Bar-B-Q restaurant in San

Bernardino, CA in 1940. By 1948 their restaurant closed for alterations and reopened in

December of that year as a self-service drive-in restaurant. The o erings were limited

to just nine items: cheeseburger, hamburger, potato chips, and pie coupled with

beverages of milk, so drinks and co ee. The restaurant was famous for o ering a 15-

cent hamburger. The company’s symbol was known as “Speedee” (prior to Ronald), a

miniature animated chef. In 1949 McDonald’s was the fi rst to replace the potato chips

with French fries on the menu coupled with triple-thick milkshake o erings. It was

in 1955 where the golden arches, designed by Stanley Meston in 1953, were applied

to a location in Des Plaines, IL. By 1965, over 700 locations were opened throughout

the United States³. Additional company timeline developments can be found under

¹http://www.businessinsider.com/the-worlds-largest-fast-food-chain-is-floundering-2015-1

(ABSTRACT).

²Finance.yahoo.com (Introduction).

³aboutmcdonalds.com.