FAST FOOD RESTAURANT CASE 06 MARKETING MANAGEMENT GROUP 06 CONTENT INTRODUCTION SUBWAY : SUCCESS FACTOR OF SUBWAY MCDONALD’S HISTORY COMPETITOR 7P OF MCDONALD’S NOWADAYS ISSUE RE-BRANDING : THE MCDONALD’S STRATEGY INTRODUCTION
Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.
Fast food is the term given to food that can be prepared and served very quickly.
Fast food outlets are take-away or take-out providers, often with a "drive-through" service which allows customers to order and pick up food from their cars; but most also have a seating area in which customers can eat the food on the premises.
Fast food often brings to mind traditional American fast food such as hamburgers and fries.
The other variant of fast food :
McD is looking for homogeneousconsumer groups and replicating the same format in foreigncountries, making only minor changes to suit thelocal or national preferences but recognizablymaintaining the original concept.
Despite the diverse environments, most outlets were operated using the same reward systems, the same hierarchical management structure, and the same routine for serving food.
McD centralized the design of its service concept, restaurant layout, the selection of franchisees and other personnel, and the design and content of training of restaurant managers and staff.
Such strategy, structure, and uniformityhave madeMcDonald’s thebrand name that defined American fast food.
“McD mission is to be the world’s best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurants smile.”
Number of locations more than 31,000 worldwide.
Type of restaurant :
McDonald’s used to give children a choice between toys, milk, fruit, or vegetables as part of their Happy Meals.
Source: McDonald’s financial report 2004
Net Income (2001-2002)= (893-1,637)/1,637= 45.5%
Total Revenue (2001 -2002) = (15,406-14,870)/14,870 = 3.6%
The most fundamental problem the is the quality of its food. While the company focused on building more stores, consumers have decided they want better food and more variety.
The biggest environmental nightmare for McDonald’s :
High-Quality Choices - Continue to develop high quality menu offerings that provide customers with a range of choices that meet their needs and preferences and that fit in a balanced diet.
Examples of nutrition information on the packaging.
Communicate Responsibly particularly to the children
Energy efficiency – Find further ways to increase energy efficiency in restaurants to save money and reduce our environmental impact.
Sustainable Packaging & Waste Management – Continue exploring ways to reduce environmental impacts of consumer packaging and waste in restaurant operations.
Green Restaurant Design – Enhance our current strict building standards to incorporate further opportunities for efficiency and innovation in the design and construction of our restaurants.
in Paris with an array of
Respect - Create a diverse and inclusive culture where everyone feels valued and respected.
Commitment Enhancement - Continue to enhance our employment value proposition to drive high levels of employee commitment.
Talent Management - Attract, develop and retain the most talented people at all levels.
McDonald’s serves as the Official Restaurant of the Olympic Games
More than 930 restaurants, McDonald’s China will support the kind blood donors with a free orange juice and hamburger to replenish their nutrients, upon their presentation of a blood donation certificate (Sichuan region earthquake relief efforts)