Wednesday, October 2, 2019
McDonalds Corporation :: GCSE Business Marketing BTEC Coursework
McDonalds Resturant From just one restaurant in San Bernadino, California, run by two brothers, McDonaldÃ¢â¬â¢s has grown to become the best known and most popular fast food restaurant chain in the world. The first McDonaldÃ¢â¬â¢s opened in 1948. The franchising operations soon became McDonaldÃ¢â¬â¢s Corporation in 1955. As most of the world now knows McDonaldÃ¢â¬â¢s as the home of the Big MAC, the first restaurants had a slightly different main menu item, hot dogs. Ray Kroc bought out the McDonald brothers, Mac and Dick, for $2.7 Million in cash in 1961. KrocÃ¢â¬â¢s prototype store in Des Plaines, Illinois, is now a museum. Also in 1961, Kroc opened Hamburger University in the basement of a McDonaldÃ¢â¬â¢s restaurant, in Elk Grove Village, Illinois. By 1963, McDonaldÃ¢â¬â¢s was selling a million hamburgers a day. The company went public in 1965. In 1967 the opened their first international restaurant in Canada. In 1971, McDonaldÃ¢â¬â¢s restaurants opened in Europe and Australia. Their signature Ã¢â¬Å"Big MACÃ¢â¬ wasnÃ¢â¬â¢t introduced until 1968 and the first Ã¢â¬Å"drive-thruÃ¢â¬ McDonaldÃ¢â¬â¢s was opened in Sierra Vista, Arizona in 1975. About half of McDonaldÃ¢â¬â¢s sales were accounted to Ã¢â¬Å"drive-thruÃ¢â¬â¢sÃ¢â¬ in the late 1990Ã¢â¬â¢s. Their Ã¢â¬Å"winningÃ¢â¬ strategy has remained an unchanged through the years. It provides quality food and fast service, in a clean environment at an affordable price. It has been noticed throughout the running of McDonaldÃ¢â¬â¢s that they tend to market to the eyes of children with Ronald McDonald as their notorious Ã¢â¬Å"spokesclownÃ¢â¬ that is recognized by 96% of American children. Also, in 1998, McDonaldÃ¢â¬â¢s signed a long-term deal with the Walt Disney Company to include Disney merchandise as giveaways in its Happy Meals. The Ã¢â¬Å"Made for youÃ¢â¬ concept menu was also introduced in 1998. It was introduced to revamp kitchens and promote sandwiches made especially for the consumer. This was to keep food fresher. It is a computer based production system. McDonaldÃ¢â¬â¢s developed the software itself. The new system will also replace the Ã¢â¬Å"batchÃ¢â¬ method where food is often made before the consumer enters the restaurant. In 1998, McDonaldÃ¢â¬â¢s, in order to remain strong, tested the Ã¢â¬Å"McDonaldÃ¢â¬â¢s Big XtrasÃ¢â¬ or Ã¢â¬Å"MBXÃ¢â¬ which was a potential hit. The Ã¢â¬Å"MBXÃ¢â¬ was a 4.5-ounce burger launched mainly to compete with Burger KingÃ¢â¬â¢s Ã¢â¬Å"WhopperÃ¢â¬ . It was also reminiscent of the1980s Ã¢â¬Å"McDLTÃ¢â¬ , In Ã¢â¬â¢98; they also brought back the Ã¢â¬Å"Filet-O-FishÃ¢â¬ which in 1996 had been replaced by Ã¢â¬Å"Fish Filet DeluxeÃ¢â¬ . On a promotion basis, they offered novelty sandwiches, like Ã¢â¬Å"Cheddar MeltÃ¢â¬ and the Ã¢â¬Å"McRibÃ¢â¬ .