PROFILE OF MCDONALDS

Profile of McDonalds

Profile of McDonalds

General information about McDonalds

Clearly, the fast food sector is running very successfully throughout the world, where every company is looking for a gap in the market. McDonald's is one of the most successful fast food restaurants in the world. The product which is sold by McDonalds throughout the world is basically the same. It looks that there is no difference in the culture or taste. Today, the "Big Mac" hamburger is the biggest achievement of the company in all the five continents and has even become a common point for all the people. Mc Donald's is an American company that has achieved lot of success and also left its original market (USA) to capture the world with its good quality. One of the main objectives of the company is to offer the best product at the most suitable price. There are some interesting facts about this franchise which makes it the fast food chain leader in the world. (Chase, 2006)

History of McDonalds

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. So 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. While McDonald's offers its customers a standard menu in all its premises, it is even noticeable that these menus are combined with special products which are developed in each culture depending on the tastes of customers. (Hayes, 2005)

Customers and their buying behavior

McDonald's is directed to a large population, the entire McDonald's audience which is around 80% is families and McDonald's is directed to a population between 7 and 65. According to the statistical trend much of this population tends to make life outside their homes, which become potential customers. However, McDonald's has focused its niche in the young people this is because the high-calorie menu is not very attractive to people over 45 years. Culture is a body of knowledge, beliefs, customs, values ??and other forms of behavior learned and shared by members of a given society. An example of the culture of the consumer is the emphasis in recent years given to health and physical condition of the person. This has led to McDonald's to offer substitutes of hamburgers, such as salads. Another new culture is an ecological culture, which has led the company to continually change their ways of packaging and its manufacturing and distribution, to be consistent with that ...