McDonalds is the worlds largest fast food chain, and it has been around for over 70 years. During this time, the company has gone through a number of ups and downs but has managed to keep its head above water.
McDonald’s business model is based on a low employee, high technology and self service strategy. This is aimed at reducing costs and increasing profits. In 2019, the company acquired the artificial intelligence firm Apprente, which is a sign that it plans to further emphasize this aspect of its business.
Product Selection
The product range at McDonalds is varied to suit a range of customers. It offers everything from burgers to salads and fresh juices. Its success is largely due to the fact that its products are of high quality and the prices are very reasonable.
In order to compete against its competitors, McDonalds has had to be creative and come up with new products that will attract more customers. It has also had to develop its brand image and reputation.
Training
The company has a long tradition of training its employees and franchisees to ensure that they are up to speed on its procedures and to be able to provide a good service. Its Hamburger University opened in 1961 to train both corporate and franchisees, educating more than 40,000 people by 1990.
Legal Issues
The company is regularly subject to a range of legal disputes, including trademark infringements. This has resulted in the company threatening other businesses that use ‘Mc’ or ‘Mac’ as part of their trading name with legal action unless they remove it from the title.
During the 1990s, McDonald’s was also frequently subject to lawsuits from consumers who claimed that their eating habits were influenced by the unhealthy food served at the chain. In response, the company began introducing healthier menu options and switched to a lower-fat cooking oil for its french fries.
International Markets
The global expansion of McDonald’s began in earnest in the mid-1990s, as its restaurants outside the United States rapidly grew. By the end of the decade, McDonald’s had established itself in 58 foreign countries and operated more than 3,600 restaurants internationally.
Overseas growth was aided by the development of an extensive marketing campaign that encouraged customers to visit different countries. The company was especially successful in Japan and Germany, where it grew to become one of the largest fast-food companies.
Management of the Company
The leadership team at McDonald’s has always been closely linked to its culture and philosophy. During the 1970s and early 1980s, the leadership was often based in the United States, with a number of executives hailing from California and the Bay Area. This tended to make for a more local and family friendly atmosphere.
In the late 1990s, however, the company became increasingly concerned about its public image as a purveyor of fattening foods. In 2004 the documentary film Super Size Me drew attention to the growing problem of obesity and McDonald’s responded by removing the “super size” option from its menu.
