McDonald's started in 1940 as a hamburger restaurant founded by the McDonald brothers. Ray Kroc franchised the concept in 1955 and expanded McDonald's globally to over 35,000 outlets across 119 countries. McDonald's business model relies on suppliers, franchisees, and the corporate entity working together. While facing risks like documentaries linking fast food to obesity, McDonald's has implemented strategies like healthier options, renovated restaurants, and catchy slogans to adapt and thrive.

2. HISTORY
• Started by Richard & Maurice McDonald in 1940 as a hamburger
restaurant.
• Ray Kroc franchised the hamburger restaurant from McDonald
Brothers in 1955.

3. EXPANSION
Operates more than 35000 outlets in 119 countries.
More than 1.9 million employees worldwide.
Feeds more than 68 million people throughout the world everyday.
Generates $25.4 billion in revenues in year 2015,also own assets worth $38 billion
worldwide.

4. BUSINESS MODEL
• Together with its suppliers the company's model is
based on a three-legged stool: suppliers, franchisees
and McDonald's.
• Each leg must thrive for the business to be profitable.

5. VARIETY OF PRODUCTS

6. COMPETITORS

7. CORE VALUES
• Quality, Service, Cleanliness & Values
• Give back to communities.
• Placing customers at core
• Strive continually to improve.

8. DOWNFALL
• McDonald lost focus during 1990s and early 2000s leading to poor
quality food, bad customer service and dirtier restaurants.
• New healthier-option competitors popped up such as Subway and
Panera Bread.

9. PLAN TO WIN
McDonald implemented a strategic effort called “Plan to Win” to
refocus
The 5 P’s were :-

10. • Introduced different variety of food products for local restaurant.
• Helped local restaurant to adapt to different environment and
cultures.

11. CREATING BRAND EQUITY
• Going beyond burgers and hot dogs.
• Price affordable for masses(Introduction of $1 menu)

12. • Attractive Ad’s & various gifts for attracting children.
• Renovated restaurants with leather seats , warm paint colors , WiFi ,
flat screen.

13. • Sponsorships of various events.

14. • Attractive Deals

15. • Different menu in different country according to their liking.
INDIA JAPAN

16. RISKS FACED
• Documentary “Super Size Me” targeted
McDonald’s and its link to obesity.

17. HANDLING RISKS
• Introduced healthy foods with premium salads and apple slices
instead of French Fries.

18. CATCHY MARKETING SLOGANS
Since, its inception the brand uses catchy slogans to lure customers
• Let’s eat out !!
• Look for the Golden Arches
• You deserve a break today
• We love to see you smile
• I’m lovin’ it(2003-current)

19. SUMMARY
• History
• Expansion
• Business Model
• Variety of products
• Competitors
• Core values

20. • Plan to win
• Creating brand equity
• Risks faced
• Handling risks
• Catchy marketing slogans

21. DISCLAIMER
Prof Sameer Mathur
IIM Lucknow
Marketing Professor
Carnegie Mellon University
PhD and MS(Marketing) 2003-2009
Hemant Kumar
IIT Guwahati
Summer Internship in Marketing Management
2017