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Case Study MacDonalds Introduction For any business becoming and staying the market leader is a huge task even for household names such as McDonalds Keeping ahead involves continuous hard work to enhance the reputation of the brand together with product innovation based on detailed market research that indicates how to please customers When the McDonald brothers Dick and Mac opened their first restaurant in 1940 in San Bernardino California they could never have imagined the phenomenal growth that their company would enjoy From extremely modest beginnings they hit on a winning formula selling a high quality product cheaply and quickly However it was not until Ray Kroc a Chicago based salesman with a flair for marketing became involved that the business really started to grow He realised that the same successful McDonalds formula could be exploited throughout the United States and beyond There are now more than 29000 McDonalds Restaurants in over 120 countries In 2001 they served over 16 billion customers equivalent to a lunch and dinner for every man woman and child in the world McDonalds global sales were over 38bn making it by far the largest food service company in the world Today many people live busy lives and place great importance on convenience when buying and paying for goods and services Modern quick service products such as mobile phones and ready made meals attract them For many people this emphasis on instant service is a winning formula particularly for younger people and young families Franchising In 1955 Ray Kroc realised that the key to success was rapid expansion The best way to achieve this was through franchises Today over 70 percent of McDonalds restaurants are run on this basis In the UK the first franchised restaurant opened in 1986 - there are now over 1200 restaurants employing more than 70000 people the franchisor grants the right to sell McDonalds branded goods to someone
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