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Assignment no.3
On
HMT=565
(Food franchising ---McDonald’s)
Submitted To: Submitted By:-
Mr. Earnest Sir Arun Pathania
Roll No.-RV8901AO4
MBA(TOURISM & Hospitality)
Type Public (NYSE: MCD)
Dow Jones Industrial Average Component
Industry Restaurants
Founded May 15, 1940 in San Bernardino, California;
McDonald's Corporation, April 15, 1955 in Des Plaines, Illinois
Founder (s) Richard and Maurice McDonald McDonald's restaurant concept
Ray Kroc, McDonald's Corporation founder
Headquarters Oak Brook, Illinois, U.S.
Number of locations 32,000+ worldwide
Area served Worldwide
Key people James A. Skinner(Chairman & CEO)
Products Fast food
(hamburgers • chicken • french fries • soft drinks • coffee •
Milkshakes •salads • desserts • breakfast)
Employees 400,000 (2010)
Website McDonalds.com
McDonald
McDonald's is the leading global foodservice retailer with more than 32,000 local restaurants
serving more than 60 million people in 117 countries each day. More than 75% of McDonald's
restaurants worldwide are owned and operated by independent local men and women.
We serve the world some of its favorite foods - World Famous Fries, Big Mac, Quarter Pounder,
Chicken McNuggets and Egg McMuffin.
Our rich history began with our founder, Ray Kroc. The strong foundation that he built continues
today with McDonald's vision and the commitment of our talented executives to keep the shine
on McDonald's Arches for years to come. To read more about McDonald's history, vision and
executives, click on their links in the left menu.
History
McDonald's Logo used from 1968 to 2003. It still exists at some restaurants.
The business began in 1940, with a restaurant opened by brothers Richard and Maurice
McDonald in San Bernardino, California. Their introduction of the "Speedee Service System" in
1948 established the principles of the modern fast-food restaurant. The original mascot of
McDonald's was a man with a chef's hat on top of a hamburger shaped head whose name was
"Speedee." Speedee was eventually replaced with Ronald McDonald by 1967 when the company
first filed a U.S. trademark on a clown shaped man having puffed out costume legs.
McDonald's first filed for a U.S. trademark on the name McDonald's on May 4, 1961, with the
description "Drive-In Restaurant Services," which continues to be renewed through the end of
December 2009. In the same year, on September 13, 1961, the company filed a logo trademark
on an overlapping, double arched "M" symbol. The overlapping double arched "M" symbol logo
was temporarily disfavored by September 6, 1962, when a trademark was filed for a single arch,
shaped over many of the early McDonald's restaurants in the early years. The famous double
arched "M" symbol in use today did not appear until November 18, 1968, when the company
filed a U.S. trademark.
The first McDonald's restaurants opened in the United States, Canada, Costa Rica, Panama,
Japan, the Netherlands, Germany, Australia, France, El Salvador and Sweden, in order of
openings.
The present corporation dates its founding to the opening of a franchised restaurant by Ray Kroc,
in Des Plaines, Illinois, on April 15, 1955,[7] the ninth McDonald's restaurant overall. Kroc later
purchased the McDonald brothers' equity in the company and led its worldwide expansion, and
the company became listed on the public stock markets in 1965.[8] Kroc was also noted for
aggressive business practices, compelling the McDonald brothers to leave the fast food industry.
The McDonald brothers and Kroc feuded over control of the business, as documented in both
Kroc's autobiography and in the McDonald brothers' autobiography. The site of the McDonald
brothers' original restaurant is now a monument.[9]
With the expansion of McDonald's into many international markets, the company has become a
symbol of globalization and the spread of the American way of life. Its prominence has also
made it a frequent topic of public debates about obesity, corporate ethics and consumer
responsibility.
Diversity
“I’m proud of our industry-leading Global Inclusion and Intercultural Management team which
has successfully driven our efforts to have diversity among our employees, franchisees and
suppliers across the globe.” Jan Fields, President, McDonald’s USA
At McDonald’s, we are moving from awareness to action. Our goal is to have people within our
organization working and living to reach their full potential. We believe that leaders hold
themselves accountable for learning about, valuing and respecting individuals on both sides of
the counter. At McDonald's, diversity and inclusion are part of our culture- from the crew room
to the board room, we are working to achieve this goal every day by creating an environment for
everyone to contribute their best. Our journey to bring our values to life have been documented
in "None Of Us Is As Good As All Of Us" and it is a journey that continues today through our
continued efforts with our employee business networks, diversity education, and our outreach in
diversity communities.
The Global Women’s Initiative
The Global Women’s Initiative is active in all Areas of the World and sponsored by President and Chief Operating Officer, Don Thompson. The Global Women’s Initiative supports the recruitment, development, and advancement
Employee Business Networks
McDonald’s is proud of our employee business networks. The networks are a resource providing education, support, and advocacy on behalf of our employees.Current business networks are:
Education
McDonald’s Intercultural Learning Practice is uniquely designed to promote diversity and create a more inclusive environment. Some workshops McDonald’s offers its employees are as follows:
of women at all levels within McDonald’s while creating a culture where women have the opportunity to succeed and grow.
Asia Pacific Middle East and Africa Women's Leadership Network
European Women's Leadership Network
Canada Women's Leadership Network
Latin America Women's Leadership Network
U.S. Women's Leadership Network
McDonald’s African American Council (MA2C)
Asia-Pacific, Middle-Eastern Employee Business Network (APMEN)
Hispanic Employee Business Network (HEBN)
Women’s Leadership Network (WLN)
McDonald’s Gay, Lesbian, and Allies Network (MGLAN)
Intercultural Learning Lab Asian Career
Development Black Career
Development Hispanic Career
Development Lesbian Gay Career
Development Women’s Career
Development
In The Community
We are proud to support several national, civic diversity and nonprofit organizations, including:
American Indian Scholarship Fund Asia Pacific Islander Scholarship Fund Catalyst Executive Leadership Council Global Summit of Women League of United Latin American Citizens Multicultural Food & Hospitality
Association National Association of Asian American
Professionals National Association for the Advancement
of Colored People National Hispana Leadership Institute National Urban League National Women’s MBA National Council of La Raza Organization of Chinese Americans United Negro College Fund US Business Leadership Network
Awards & Recognition
Executive Leadership Council - Corporate Award and Corporate Executive Award for Don Thompson
Asia Society - Best Company for Promoting Asian Pacific Americans to Develop Workforce Skills
Black Enterprise Magazine - Top 40 Best Companies for Diversity
Working Mother Media - Best Companies for Multicultural Women
Hewitt Associates - 50 Best Employers in Canada
Hispanic Magazine - Top 60 Best Companies for Diversity
Latina Style - Top 10 Companies for Latinas to Work
UK’s Best Workplaces - The Top 50 Places for Women to Work
Women’s Foodservice Forum
Corporate overview
Facts and figures
McDonald's restaurants are found in 119 countries and territories around the world and serve 58
million customers each day. McDonald's operates over 31,000 restaurants worldwide, employing
more than 1.5 million people. The company also operates other restaurant brands, such as Piles
Café.
Focusing on its core brand, McDonald's began divesting itself of other chains it had acquired
during the 1990s. The company owned a majority stake in Chipotle Mexican Grill until October
2006, when McDonald's fully divested from Chipotle through a stock exchange. Until December
2003, it also owned Donatos Pizza. On August 27, 2007, McDonald's sold Boston Market to Sun
Capital Partners.
Types of restaurants
Most standalone McDonald's restaurants offer both counter service and drive-through service,
with indoor and sometimes outdoor seating. Drive-Thru, Auto-Mac, Pay and Drive, or
"McDrive" as it is known in many countries, often has separate stations for placing, paying for,
and picking up orders, though the latter two steps are frequently combined; it was first
introduced in Arizona in 1975, following the lead of other fast-food chains. The first such
restaurant in Britain opened at Fallowfield, Greater Manchester in 1986.
In some countries, "McDrive" locations near highways offer no counter service or seating. In
contrast, locations in high-density city neighborhoods often omit drive-through service. There
are also a few locations, located mostly in downtown districts, that offer Walk-Thru service in
place of Drive-Thru.
Specially themed restaurants also exist, such as the "Solid Gold McDonald's," a 1950s rock-and-
roll–themed restaurant. In Victoria, British Columbia, there is also a McDonald's with a 24-carat
(100%) gold chandelier and similar light fixtures.
To accommodate the current trend for high quality coffee and the popularity of coffee shops in
general, McDonald's introduced McCafé, a café-style accompaniment to McDonald's restaurants
in the style of Starbucks. McCafé is a concept created by McDonald's Australia, starting with
Melbourne in 1993. Today, most McDonald's in Australia have McCafés located within the
existing McDonald's restaurant. In Tasmania, there are McCafés in every store, with the rest of
the states quickly following suit. After upgrading to the new McCafé look and feel, some
Australian stores have noticed up to a 60% increase in sales. As of the end of 2003 there were
over 600 McCafés worldwide.
Some locations are connected to gas stations/convenience stores, while others called McExpress
have limited seating and/or menu or may be located in a shopping mall. Other McDonald's are
located in Wal-Mart stores. McStop is a location targeted at truckers and travelers which may
have services found at truck stops.
Playgrounds
Some McDonald's in suburban areas and certain cities feature large indoor or outdoor
playgrounds. The first PlayPlace with the familiar crawl-tube design with ball pits and slides was
introduced in 1987 in the USA, with many more being constructed soon after. Some PlayPlace
playgrounds have been renovated into "R Gym" areas.
Redesign
In 2006, McDonald's introduced its "Forever Young" brand by redesigning all of their
restaurants, the first major redesign since the 1970s.
The design includes the traditional McDonald's yellow and red colors, but the red is muted to
terra cotta, the yellow was turned golden for a more "sunny" look, and olive and sage green were
also added. To warm up their look, the restaurants have less plastic and more brick and wood,
with modern hanging lights to produce a softer glow. Contemporary art or framed photographs
hang on the walls.
Business model
McDonald's Corporation earns revenue as an investor in properties, a franchiser of restaurants,
and an operator of restaurants. Approximately 15% of McDonald's restaurants are owned and
operated by McDonald's Corporation directly. The remainder is operated by others through a
variety of franchise agreements and joint ventures. The McDonald's Corporation's business
model is slightly different from that of most other fast-food chains. In addition to ordinary
franchise fees and marketing fees, which are calculated as a percentage of sales, McDonald's
may also collect rent, which may also be calculated on the basis of sales. As a condition of many
franchise agreements, which vary by contract, age, country, and location, the Corporation may
own or lease the properties on which McDonald's franchises are located. In most, if not all cases,
the franchisee does not own the location of its restaurants.
The UK business model is different, in that fewer than 30% of restaurants are franchised, with
the majority under the ownership of the company. McDonald's trains its franchisees and others at
Hamburger University in Oak Brook, Illinois.
In other countries, McDonald's restaurants are operated by joint ventures of McDonald's
Corporation and other, local entities or governments.
As a matter of policy, McDonald's does not make direct sales of food or materials to franchisees,
instead organizing the supply of food and materials to restaurants through approved third party
logistics operators.
According to Fast Food Nation by Eric Schlosser (2001), nearly one in eight workers in the U.S.
have at some time been employed by McDonald's. (According to a news piece on Fox News this
figure is one in ten.) The book also states that McDonald's is the largest private operator of
playgrounds in the U.S., as well as the single largest purchaser of beef, pork, potatoes, and
apples. The selection of meats McDonald's uses varies with the culture of the host country.
This is a listing of countries with McDonald's franchises. McDonald's is the largest chain of fast
food restaurants in the world. It has a total of more than 31,000 outlets worldwide
Shareholder dividends
McDonald's has increased shareholder dividends for 25 consecutive years, making it one of the
S&P 500 Dividend Aristocrats
Legal cases
McDonald's has been involved in a number of lawsuits and other legal cases, most of which
involved trademark disputes. The company has threatened many food businesses with legal
action unless they drop the Mc or Mac from their trading name. In one noteworthy case,
McDonald's sued a Scottish café owner called McDonald, even though the business in question
dated back over a century (Sheriff Court Glasgow and Strathkelvin, November 21, 1952). On
September 8, 2009, McDonald's Malaysian operations lost a lawsuit to prevent another restaurant
calling itself McCurry. McDonald's lost in an appeal to Malaysia's highest court, the Federal
Court.
It has also filed numerous defamation suits. For example, in the McLibel case, McDonald's sued
two activists for distributing pamphlets attacking its environmental, labor and health records.
After the longest trial in UK legal history, the judge found that some claims in the pamphlet were
untrue and therefore libellous. The company, however, had asserted that all claims in the
pamphlet were untrue, essentially obliging the judge to publicly rule on each one.
Embarrassingly for the company, several of the specific allegations were upheld.
McDonald's has defended itself in several cases involving workers' rights. In 2001 the company
was fined £12,400 by British magistrates for illegally employing and over-working child labor in
one of its London restaurants. This is thought to be one of the largest fines imposed on a
company for breaking laws relating to child working conditions (R v 2002 EWCA Crim 1094).
In April 2007 in Perth, Western Australia, McDonald's pleaded guilty to five charges relating to
the employment of children under 15 in one of its outlets and was fined AU$8,000.
Possibly the most infamous legal case involving McDonald's was the 1994 decision in The
McDonald's Coffee Case where Stella Liebeck suffered third-degree burns after spilling a fresh
cup of McDonald's coffee on herself.
In a McDonald's American Idol figurine promotion, the figurine that represents "New Wave
Nigel" wears something that closely resembles Devo’s Energy Dome, which was featured on the
band's album cover, Freedom of Choice. In addition to the figurine's image, it also plays a tune
that appears to be an altered version of Devo's song "Doctor Detroit." Devo copyrighted and
trademarked the Energy Dome and is taking legal action against McDonald's.
Products
A McDonald's Big Mac combo meal served with French fries and Coca-Cola.
McDonald's predominantly sells hamburgers, various types of chicken sandwiches and products,
French fries, soft drinks, breakfast items, and desserts. In most markets, McDonald's offers
salads and vegetarian items, wraps and other localized fare. Portugal is the only country with
McDonald's restaurants serving soup. This local deviation from the standard menu is a
characteristic for which the chain is particularly known, and one which is employed either to
abide by regional food taboos (such as the religious prohibition of beef consumption in India) or
to make available foods with which the regional market is more familiar (such as the sale of
McRice in Indonesia).
Headquarters
McDonald's Plaza, the headquarters of McDonald's
The McDonald's headquarters complex, McDonald's Plaza, is located in Oak Brook, Illinois. It
sits on the site of the former headquarters and stabling area of Paul Butler, the founder of Oak
Brook. McDonald's moved into the Oak Brook facility from an office within the Chicago Loop
in 1971.
Advertising
McDonald's has for decades maintained an extensive advertising campaign. In addition to the
usual media (television, radio, and newspaper), the company makes significant use of billboards
and signage, sponsors sporting events ranging from Little League to the Olympic Games, and
makes coolers of orange drink with their logo available for local events of all kinds. Nonetheless,
television has always played a central role in the company's advertising strategy.
To date, McDonald's has used 23 different slogans in United States advertising, as well as a few
other slogans for select countries and regions. At times, it has run into trouble with its
campaigns.
Children's advertising
Ronald McDonald and McDonald land
Global operations
List of countries with McDonald's franchises
McDonald's has become emblematic of globalization, sometimes referred to as the
"McDonaldization" of society. The Economist newspaper uses the "Big Mac Index": the
comparison of a Big Mac's cost in various world currencies can be used to informally judge these
currencies' purchasing power parity. Scandinavian countries lead the Big Mac Index with four of
the five most expensive Big Mac's. Norway has the most expensive Big Mac in the world as of
July 2008, whiles the country with the least expensive Big Mac is Malaysia.
Thomas Friedman once said that no country with a McDonald's had gone to war with another.
However, the "Golden Arches Theory of Conflict Prevention" is not strictly true. Exceptions are
the 1989 United States invasion of Panama, NATO's bombing of Serbia in 1999, the 2006
Lebanon War, and the 2008 South Ossetia war.
Some observers have suggested that the company should be given credit for increasing the
standard of service in markets that it enters. A group of anthropologists in a study entitled
Golden Arches East[ looked at the impact McDonald's had on East Asia, and Hong Kong in
particular. When it opened in Hong Kong in 1975, McDonald's was the first restaurant to
consistently offer clean restrooms, driving customers to demand the same of other restaurants
and institutions. McDonald's have recently taken to partnering up with Sinopec, the second
largest oil company in the People's Republic of China, as it begins to take advantage of the
country's growing use of personal vehicles by opening numerous drive-thru restaurants.
McDonald's reached a deal with the French fine arts museum, the Louvre, to open a McDonald's
restaurant and McCafé on its premises, by their underground entrance, in November 2009
Requirements to Open a McDonald’s Franchise
McDonalds Franchise Costs
What are the requirements to open a McDonald's franchise? If you qualify to open a McDonald's
franchise and are willing to invest your time and money it can be a very financially rewarding
and life-changing experience.
Facts about the McDonald's Franchise System
McDonald's has been a franchising company since 1955 and has relied on its franchisees to play
a major role in the system's success. McDonald's remains committed to franchising as a
predominant way of doing business. Today, the McDonald's franchise is the leading global
foodservice retailer with more than 30,000 restaurants, located in more than 100 countries.
If you are considering buying a McDonald's franchise you will most likely buy an existing
franchise restaurant. Most franchisees enter the system by purchasing an existing restaurant,
either from McDonald's or from a McDonald's franchisee. A very small number of new operators
enter the system by purchasing a new restaurant.
Financial Requirements and Start-Up Costs to Open a McDonald's
An initial down payment is required when you purchase a new restaurant (40% of the total cost)
or an existing restaurant (25% of the total cost). The down payment must come from non-
borrowed personal resources, which include cash on hand; securities, bonds, and debentures;
vested profit sharing (net of taxes); and business or real estate equity, exclusive of your personal
residence.
Since the total cost varies from restaurant to restaurant, the minimum amount for a down
payment will vary. Generally, you need a minimum of $300,000 of non-borrowed personal
resources to be considered to open a McDonald's franchise. Individuals with additional funds
may be better prepared for additional or multi-restaurant opportunities which McDOnald's
encourages.
Other Requirements to Open a McDonald's
Significant business experience - Individuals who have demonstrated successful
ownership or management of multiple business units or have managed multiple
departments.
Rapid growth - Individuals who possess the capability to grow rapidly with McDonald's.
Business plan - The ability to develop and execute a business plan.
Manage finances well - Ability to manage finances including a thorough understanding of
business financial statements.
Good management skills - Commitment to personally manage the day-to-day operations
of the restaurant business.
Training - Willingness to complete a comprehensive world class training program and
become proficient in all aspects of operating a McDonald's restaurant business.
Exceptional customer experience - The capability to effectively manage an organization
that recruits, trains, and motivates restaurant employees who deliver an exceptional
customer experience.
Good credit history - An acceptable credit history
Ongoing Fees to McDonald's
During the term of the franchise, you pay McDonald’s the following fees:
Service fee- A monthly fee based upon the restaurant’s sales performance (currently a
service fee of 4.0% of monthly sales).
Rent - A monthly base rent or percentage rent that is a percentage of monthly sales.
McDonald's usually owns the property and also acts as the landlord.
McDonalds Franchise
You will need a minimum of $300,000 in non-borrowed, personal resources to be considered for
a franchise. Most Owner/Operators enter the System by purchasing an existing restaurant
directly from McDonald’s or from a McDonald's Owner/Operator. A small number of new
operators choose to purchase a new facility, but that requires an initial down payment of 40% as
opposed to 25% for an existing restaurant. Intensive training addresses all aspects of operating a
McDonald's restaurant. While McDonald’s does not offer financing, McDonald’s
Owner/Operators have access to the company’s established lender relationships with some of the
lowest lending rates in the industry.
McDonald's Franchise Review
In 1954, Ray Kroc mortgaged his home and invested his entire life savings to become the
exclusive distributor of the Multimixer, a milk-shake maker. When the 52-year-old heard that the
McDonald's hamburger stand in California was running eight Multimixers at a time, he paid
them a visit and pitched the idea of opening up several restaurants to the owners, Dick and Mac
McDonald, hoping to sell eight of his Multimixers to each one. They struck a different deal, and
Ray Kroc opened the first McDonald’s restaurant in 1955. In 1965 McDonald's went public and
today is the leading global foodservice retailer with more than 30,000 restaurants, located in
more than 100 countries.
Background and Benefits
Who doesn’t know the menu by heart and every jingle ever written? The business model works,
and with national and international advertising, McDonald’s Corporation manages to serve 27
million Americans everyday. But while owning a McDonald's restaurant is a tremendous
opportunity, the company is seeking individuals with significant business experience who have
successfully owned or managed multiple business units and have significant financial resources.
McDonald's Corporation claims they are about growing business, making money, and having
fun, and only the serious entrepreneur need apply.
How Much does a McDonald's Franchise Cost?
It takes a lot of potatoes to make these fries so come prepared. You will need a minimum of
$300,000 in non-borrowed, personal resources to be considered for a franchise. Most
Owner/Operators enter the System by purchasing an existing restaurant directly from
McDonald’s or from a McDonald's Owner/Operator. A small number of new operators choose to
purchase a new facility, but that requires an initial down payment of 40% as opposed to 25% for
an existing restaurant. Intensive training addresses all aspects of operating a McDonald's
restaurant. While McDonald’s does not offer financing, McDonald’s Owner/Operators have
access to the company’s established lender relationships with some of the lowest lending rates in
the industry.
What We Like
McDonald’s provides hands on training and the materials you need to become a success. With
world-class training, world-class service, world-class support, and unsurpassed name
recognition, McDonald’s is a sure winner for franchisees seeking a serious “all-in” franchising
opportunity with guaranteed community presence and predictable profits. All this and they still
serve a shake so thick you need a spoon.
Pros
Special Incentive Programs -MinorityFran Participant
Recession Proof Market - McDonald's serves more than 27 million individuals daily
according to 2007 statistics.
World Class Training - McDonald's is recognized as a premier franchising company
around the world. Training is required prior to becoming an owner/operator.
Cons
Cost - McDonald's does not provide financing or assistance other than the special
incentives for minorities.
No Absenteeism - McDonald's franchises are open only to individuals who are involved
with the day-to-day operations of the restaurants-no absenteeism allowed.
McDonald's Franchise Information
Business Established: 1955
Franchising Since: 1955
Total Investment: $511,000 to $1,000,500
Benefit of brand recognition in a franchise business
United with a franchise model, a strong branding can help to convince a buyer to your favour
when choosing between a brand popular franchise or an unbranded option. This only works as
long as a positive message is looked after across the franchise network regarding the brand
reputation to ensure that prospective buyers possess a favourable outlook of your business
regarding probable value of products or services provided. Generally, consumers ought to feel
comfortable to try any franchised outlet in the awareness that their expectations should be met
about that brands excellence and service, even when they have not up to that time been to that
outlet. The brands repute provides them self-assurance.
Disadvantages of brand name recognition in a franchise business
It is worth considering that if an isolated shop delivers inadequate service then this can tarnish
the whole network in the buyers mind. In these days of collective networks and open online
discussion, poor service can expand like wildfire. A broadly advertised Youtube video detailing
a particular airlines inferior treatment of a travelling artists guitar demonstrates the ability of this
direct communication and the impact it might have on a brand name. While the video was
probably very funny for the 8 million odd people that saw it, the stocks in the air carrier bombed
10% once this film was released costing the company $180 million and inestimably more in lost
customer loyalty. Just one example of how an isolated occurrence could provide exceedingly
costly to an entire network.
Consequently what does this mean to me?
When thinking about franchise business opportunities, looking at the businesses brand history
could be something you would do well to consider. What do shoppers think about the brand?
What's being said online in discussion boards and social networks? Though it is clearly advisable
to adopt a well balanced view (as displeasure can often be articulated considerably more noisily
than satisfaction), these elements can make a difference when determining where to put your
hard earned cash. It's worth remembering however that no one expects perfection, although they
do demand wrongs to be made good swiftly and effectively.
Thoroughly measured, the branding of a franchise business may be of significant benefit,
provides belief and attracts purchasers. Simply ensure you're properly knowledgeable of what is
being understood regarding the branded company and how the franchisor handles bad media.
Bibliography:-
http://franchises.about.com/od/mostpopularfranchises/a/mcdonaldscosts.html
http://en.wikipedia.org/wiki/McDonald
http://franchises.about.com/od/mostpopularfranchises/a/mcdonaldscosts.html
http://franchises.about.com/od/fastfoo1/fr/mcdonalds.htm
http://franchises.about.com/od/choosingafranchise/tp/popular-food-franchise-costs.htm