COMPANY
DESCRIPTION:
Established in California during the 1940s by two brothers, the
McDonald’s restaurant became a popular teen hangout in the first flush of
post-war affluence. To feed these youthful bodies, the brothers reduced the
menu to the perennial favourite – hamburgers, applied assembly line techniques
to food production and expanded to four restaurants by 1953. Taking note of the
brothers’ success, in 1955, Entrepreneur Ray Kroc bought the right to franchise
the McDonald’s System. Renamed the McDonald’s Corporation in 1960, Kroc focused
his marketing effort on the family meal and children, spending heavily on
television advertising which promoted the smiling clown face of its
child-friendly brand mascot, Ronald McDonald. Today, the McDonald’s franchise
exceeds 30,000 restaurants globally and serves over 50 million people in more
than 121 countries each day.
The business
began in 1940, Their introduction of the "Speedee Service System" in
1948 established the principles of the modern fast-food restaurant. The original
mascot of McDonald's was a man with a chef's hat on top of a hamburger shaped
head whose name was "Speedee." Speedee was eventually replaced with
Ronald McDonald in 1963. Believing that the McDonald formula was a ticket to
success, Kroc suggested that they franchise their restaurants throughout the
country. When they hesitated to take on this additional burden, Kroc
volunteered to do it for them. He returned to his home outside of Chicago with
rights to set up McDonald's restaurants throughout the country, except in a
handful of territories in California and Arizona already licensed by the
McDonald brothers. Kroc's first McDonald's restaurant opened in Des Plaines,
Illinois, near Chicago, on April 15, 1955--the same year that Kroc incorporated
his company as McDonald's Corporation. As with any new venture, Kroc
encountered a number of hurdles. The first was adapting the McDonald's building
design to a northern climate. A basement had to be installed to house a
furnace, and adequate ventilation was difficult, as exhaust fans sucked out
warm air in the winter and cool air in the summer.
To download the complete report click on any of the download links below:
No comments:
Post a Comment