MacDonald

I) History

MacDonald, was two brothers, Maurice and Richard. In 1932 they open a cinema in California which was closed in 1937 has cause of the economic crisis. They thus try their luck with a restoring " drive-in restaurant " in the South of Los Angeles where they name the Airdrome. In 1940, both brothers move their Airdrome to San Bernardino, in California, and name it "McDonald's Restaurant".

The menu consists of hamburgers but also pizza, chicken or spare rib in the barbecue. It becomes a very popular meeting place for the young people.

In 1955 Ray Kroc opens his first restaurant he is then 53 years old, he resumes the recipe of the McDonald. He opens the second restaurant in 1955.

From 1959 the chain account 100 restoring.

From 1963 a " University of the hamburger " is created or all the franchisees have to do a training course at the end of which they receive a diploma.

In 1967 OF MCDONALD open his first two restaurants outside the United States, seven years later the mark(brand) is implanted in France, in England, in Japan, in Salvador, in Sweden, in the Netherlands and in Guatemala. In September 17th, 1979 OF MCDONALD arrive in France.

OF MCDONALD sells mainly burgers of ox chicken and fish as well as French fries, menus for the breakfast, the sodas, the milkshakes and the desserts. The company widened the offer with salads, wraps and fruits.

It would be the biggest fast food chain to the world in terms of meals served with some 69 million customers a day in 2013.

II) Stratégie/image

McDonald's imposes a common policy in the 120 countries in which the firm operates; It begins with standardization with:

- The structure of menus (best of, maxi best of ...) is identical in all countries, the menu of McDonald's is indeed global.

This is also the case for the happy meal which is the menu offered to children including a toy and a dessert.

     A recognition strategy:

- The slogan "I’m lovin it " was adopted by all countries and translated into the local language.

- The creation of the character "Ronald McDonald" in 1960 was an immediate success. It has become an international icon. The choice of a clown is not trivial, it has been carefully thought out. Indeed, the child is attracted by this smiling character since it is representative of the entertainment and the amusement. Its red and yellow colors were thought to make it attractive. Thanks to this character, McDonald's has become an attractive space for children, bringing entire families to this restaurant.

- The logo formed by yellow arches is emblematic.

- Cheaper prices:

The prices offered by McDonald's are lower than in traditional restaurants. They are adapted to the purchasing power of populations. However, prices in the developing countries may seem more expensive than other restaurants.

- Employees, accomplish the same gestures, timed and controlled. The menus are prepared as quickly as possible according to the industrial methods of chain work. For 50 years, McDonald's has gained 10 seconds in the preparation of its menus.

This standardization makes it possible to maintain a homogeneous and coherent brand image throughout the world, thus preserving the loyalty of multinational travelers.

McDonald's has also decided to organize an "ecological" strategy. After being considered for a long time as a group harmful to the environment. France, Switzerland and Germany have decided to adopt a green background to show the ecological side while the other countries have kept the red background.

France shows us that this one did not change only the color background of its logo, but it also changed its behavior. McDonald's in France has taken into account the environmental constraints, it uses a strategy by modifying its behavior to distinguish itself from its competitors.

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