1.0 had 25 menu items, mostly barbecue. In


1.1       History

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McDonald family moved from Manchester, New Hampshire to Hollywood in the late
1930s, where brothers Richard and Maurice McDonald began working as set movers
and handymen at Motion-Picture studios.1 In 1937, their father Patrick
McDonald opened “The Airdrome”, a food stand, on Huntington Drive
(Route 66) near the Monrovia Airport in Monrovia, California2 with hot dogs
being one of the first items sold. Hamburgers were later added to the menu at a
cost of ten cents with all-you-can-drink orange juice at five cents. In 1940,
Maurice and Richard (“Mac” and “Dick”) moved the entire
building 40 miles (64 km) east, to West 14th and 1398 North E Streets in San
Bernardino, California. The restaurant was renamed “McDonald’s
Bar-B-Que” and had 25 menu items, mostly barbecue.

In October 1948, after
the McDonald brothers realized that most of their profits came from selling
hamburgers, they closed down their successful carhop drive-in to establish a
streamlined system with a simple menu which consisted of only hamburgers,
cheeseburgers, potato chips, coffee, soft drinks, and apple pie.3 After the
first year, potato chips and pie were swapped out for french fries and
milkshakes. The carhops were eliminated, making the new restaurant a
self-service operation. Richard and Maurice took great care in setting up their
kitchen like an assembly line to ensure maximum efficiency. The restaurant’s
name was changed again, this time to simply “McDonald’s,” and reopened
on December 12, 1948.

1.2       Logo

the 60’s, Mcdonald’s wanted to change the logo but their design consultant and
psychologist Louis Cheskin insisted that they left the golden arches. According
to BBC he said customers will unconsiciously recognize the logo as “symbolism
of a pair of nourishing breasts”

1.3       Background

Mcdonald was founded by two brothers, Richard and
Maurice Mcdonald in 1937 in California. This largest global fast food chain
arrived in Malaysia 43 years later in December 1980. Mcdonald Corp gave their
license to Golden Arches Sdn Bhd to open Mcdonalds Restaurant in Malaysia.
After 26 years, they now have 185 franchise outlet nationwide. Mcdonald have
created over 7000 job opportunity ever since they arrive in Malaysia over the
years. Mcdonald’s name in Malaysia, it built its name in Malaysia for the first
time in December 1980, when the United States Mcdonald Corporation award Golden
Arches Restaurant Sdn Bhd, a licence to operate Mcdonald restaurant. Jalan
Bukit Bintang, Kuala Lumpur was chosen as the most strategic location, the
first Mcdonald restaurant in Malaysia has been opened. With the opening of this
restaurant, Mcdonald Malaysia was crowned as the first restaurant in the
country which operate a majority Muslim population. Now, Mcdonald Malaysia has
had a total of 204 restaurant nationwide network and make new restaurant with a
projected growth rate of between 15-20 restaurant annually. With the opening of
this new restaurant, of course employment opportunities for local resident also
increase. Estimate of 1500 new jobs will be created through the opening of new
restaurant, the edition of staff and remodeling restaurant available.

1.4       Vision

McDonald’s vision statement is as follows: “Our
overall vision is for McDonald’s to become a modern, progressive burger company
delivering a contemporary customer experience. Modern is about getting the
brand to where we need to be today and progressive is about doing what it takes
to be the McDonald’s our customers will expect tomorrow. To realize this
commitment, we are focused on delivering great tasting, high-quality food to
our customers and providing a world-class experience that makes them feel
welcome and valued.”

1.5       Mission

            “McDonald’s brand mission is to be
our customers’ favorite place and way to eat and drink. Our worldwide
operations are aligned around a global strategy called the Plan to Win, which
center on an exceptional customer experience – People, Products, Place, Price
and Promotion. We are committed to continuously improving our operations and
enhancing our customers’ experience.”


1.6       Product and Service Provided

            McDonald’s provides mainly food and
beverage products. This element of the marketing mix covers the various
organizational outputs (goods and services) that a company provides to its
target customers. McDonald’s product mix has the following main product lines:

1.         Hamburgers and sandwiches

2.         Chicken and fish

3.         Salads

4.         Snacks and sides

5.         Beverages

6.         Desserts and shakes

7.         Breakfast/All-day breakfast

8.         McCafé

is primarily known for its burgers. However, the company expands its product
mix through time. At present, customers can purchase other popular products
like chicken and fish, desserts, and breakfast meals. This element of
McDonald’s marketing mix indicates that the firm innovates new products to
attract more customers.

1.7       Tagline





McDonald is a world-famous
restaurant. McDonald’s make a lot of profit through the sale of hamburgers.
This cause public perception of McDonald’s is a restaurant that sells unhealthy
snacks. Therefore, my group recommends that McDonald should add a healthier
menu. It changes people’s perceptions of McDonald’s and maximizes profit and
attracts the attention of those who take care of their health to buy McDonald’s
products. McDonald also can add new menus for their restaurants and can
increase their profit through the new product.

Next, we recommend that
McDonald should provide training to each of their employees so that they work
effectively and effiency. This can improve the performance of each worker as
well as prevent customers from getting the wrong order and waiting for a long
time. This training also helps the worker to work well. Additionally,
McDonald’s who provide drive-thru services can reduce their problems with
long-awaited customers as they work well.

In addition, we
recommend that McDonald should create an application where customers can place
orders at home and take their orders at the restaurant. Therefore the customer
no longer needs to queue at the restaurant and can also avoid mistakes when
taking orders. Customers also do not have to wait to take their order in the
restaurant. This application will simplify and save the busy working hours of
customers and have no long breaks in the office.

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