Corporate Communication

Mission

The first McDonald's outlet was opened by brothers McDonald's in 1948. At that time, it became the first local franchise in the history of fast food in San Bernardino, California (USA). It offers fast food, which is prepared and serves at high speed. There is no doubt that the basis of their success was to replace the conventional dishes used in the rest of restaurants. After some time, they reached a high level of sales although their menu was limited, but they kept growing. As a result, in 1955, Ray Croc opened the first store of the Corporation. During 50s and 60s, the management team of Ray Kroc established the successful philosophy of the system of the company which indentified four factors that were Quality, Service, Cleanliness and Value (Adler, 22). While McDonald's offers its customers a standard menu in all its premises, it is even noticeable that these menus are combined with distinctive products, which are developed in each culture depending on the tastes.

Vision

Mc Donald has a vision to be the best brand worldwide. It has always listened to customers and continued building its brand strategies. The positive brand personality gives Mc Donald highest success in fast food chains. Mc Donald performs in a consistent way that means it provides customer satisfaction throughout (Dickson, 729). It has always provided best marketing and advertising campaigns. The color, design, images are the positive feature of the brand that has always attracted families towards it. The Golden Arches is the familiar logo of the Mc Donald. Mc Donald has always given tough competition to its rivals.

Social Responsibility

As part of their strategies for marketing and social responsibility, mcdonald's has implemented several programs that enable energy saving and caring for the environment in different aspects (Cole, 31):

Program-wise use of electricity, which is based on power equipment at certain times hence, it reduces power consumption.

Implementation of a system of maintenance and care of equipment to ensure they do not spend more energy than necessary.

Implementation of solar water heaters in restaurants that allow savings in gas consumption.

Worldwide, the chain has recyclable packaging, and the use of napkins and toilet paper recycled from Kimberly Clark.

Furthermore, in various zoos around the world where McDonald's has its presence, it is interesting to note that there are signs that say do not to feed the animals, provided by McDonald's . Interestingly, the chain is the only hamburger company with repeated presence in the parks (Adler, 22). That is, besides having a restaurant in the fast food outlets maintains various smaller and only suppliers of desserts in different areas of the site. It is obvious that McDonald's pays for the premises and certainly a good sum, however, the presence of signaling in favor of animal care and some trash cans transferred to the park, generate a "good will" by the community.

McDonald's consumers are essentially children, so that the multinational generates several programs to support small, including the Ronald McDonald House Charities and Ronald McDonald House. For the last World Children's Day, ...