Mcdonald’s: Serving Fast Food Essay

glow Kroc receptive the first McDonalds restaurant in 1955. He offered a limited menu of high quality, moderately priced provender served fast in spotless surroundings. McDonalds QSC&V (Quality, Service, Cleanliness, and Value) was a hit. The chain expanded into both state in nation. By 1983, it had over 6000 restaurants in United States. In 1967, McDonalds opened its first restaurant outside the United States, in Canada. By 1985 international sales represented approximately one-fifth of McDonalds total r blushue. Yet fast food had b arly touched umpteen cultures.While 90% of Japanese in Tokyo had never eaten McDonalds Hamburger, in Europe, McDonalds put forwarded a very small pct of restaurant sales but command a large grant of fast food market. It took the company 14 years of cookery in the lead it opened a restaurant in Moscow. further the planning nonrecreational off. People stand in line up to 2 hours for a Hamburger. After waiting for such a long time they had to relent $14. 40 (at the official rate) for a Big Mac and French Fries. in spite of the high prices, McDonalds restaurant in Moscow attracts more visitors on the average 27,000 daily the Lenin mausoleum (about 9000 people), which apply to visit the place.The taste of American extravagant Food is growing more rapidly in searchries abroad than at home. McDonalds international sales leave been increasing by a large percentage every year. Every day more than 18 million people in over 40 countries eat at McDonalds. Its traditional menu has been surprisingly successful. People with diverse dining habits induce adopted burgers and fries wholeheartedly. Before McDonalds introduced the Japanese to French Fries, potatoes were used in Japan except to touch on starch. The Germans thought Hamburgers were people from the metropolis of Hamburg. Now, McDonalds similarly serves chicken, sausages, and salads and sandwiches.The fast, family oriented service, the cleanliness and the value accou nted for much of McDonalds success. McDonalds was one of the first restaurants in Europe to welcome families with children. Not only argon children welcomed, but in many an(prenominal) restaurants they are also precedetain with crayons and papers, a play land or may be even Ronald McDonalds who can speak twenty languages. McDonalds golden arches ascertain the same basic menu and QSC&V in every restaurant. Its products, treatment and cooking procedures, and kitchen layout are standardized and strictly controlled.McDonalds revoked the first French franchise because the franchisee failed to meet its standards for fast service and cleanliness, even though their restaurants were super profitable. This may have delayed its expansion in France. The restaurant is wager by the local anaesthetic manager and crews. Owners and managers must attend the Hamburger University come along Chicago to learn how to operate a McDonalds restaurant and maintain QSC&V. The main campus library and mo dern electronic class room (which embarrass simultaneous translation system) are the envy of many universities.When McDonaldss opened in Moscow, a one page advertisement resulted in 30,000 inquiries about the job 4000 people were invited, and just about 300 were hired. The pay is about 50 % higher than the average soviet salary. McDonalds ensures consistent products by arrogant every stage of distribution. Regional distribution centers purchase products and distribute them to soul restaurants. The centers will buy from local suppliers if the suppliers meet the detailed specifications. McDonalds has had to make some concessions to available products.For example, it is difficult to introduce the Idaho potato in Europe. McDonalds uses essentially the same competitive strategy in every commonwealth Be first in the market, and establish your brand as rapidly as possible by advertising very heavily. New restaurants are opened with a bang. So many people attended the possibleness of the Tokyo restaurant that the police closed the street vehicles. The strategy has helped McDonalds develop a strong share in the fast food market, even though its US competitors and new local competitors likely enter the market.The advertising campaigns are based on local themes and reflect the contrastive environments. In Japan, where burgers are snacks, McDonalds competes against confectionaries and new fast sushi restaurants. Many of the pitying causes McDonalds supports abroad have been recommended by the local restaurants. McDonalds have been willing to relinquish the most control to its Far Eastern operations, where many restaurants are joint ventures with local entrepreneurs, owning 50% or more of the restaurant.European and South American restaurants are generally company-operated or franchised (although there are many facilities- joint venture-in France). Like the U. S. Franchises, restaurants abroad are allowed to experiment with their menus. In Japan, Hamburgers are sma ller because they are considered a snack. The Quarter Pounder did non make much sense to people on a metric function system, so it is called a Double Burger. Some of the German restaurants serve beer some French restaurants serve wine. Some of the eastern restaurants offer oriental noodles. But these new items must not disrupt existing operations.Despite success, McDonalds faces tough competitors such as Burger King, Wendys, and Kentucky Fried Chicken, and now also pizza pie Hut. Fast food in reheat able containers is now also sold in super markets, delicatessens and convenience stores, and even gas stations. McDonalds has done very good, with a great percentage of profits flood tide now from international operations. Aiming to be the worlds best firm service restaurant, McDonalds opened first store in Pakistan in September 1998. Since then they have opened seventeen new stores passim Pakistan.Today millions of Pakistanis place their trust in McDonalds everyday to render the m with food of a very high standard as well as good service. In the past five years, the response to McDonalds approaching to Pakistan has been overwhelming. Today Lakson Group of Companies has taken over McDonalds Corporation, USA and a local partner making it a 100% owned and operated Pakistani company. McDonalds located in Pakistan are currently employing about 1,000 Pakistanis and each store is managed by Pakistani managers. They have also contributed in other ways thanfood service. McDonalds has investment of over Rs. 300crore in the country and payment of taxes and duties amounting to more than Rs. 100crore. McDonalds is operating, presently in 6 cities of Pakistan Karachi, Hyderabad, Lahore, Faisalabad, Rawalpindi and Islamabad, in future, very soon planning to expand in many cities in Pakistan. Instructions Read the carapace carefully (you may not understand it first time so read again and again) Its better to take out prints and sidle up the important information Rea d and understand the question carefully. After taste question, read the case again and find the important information which is applicable Your answer should not exceed 300 row To count your words select the paragraph, then in tools menu select word count Irrelevant, extra material and long answers (more than 300 words) will be awarded zipper point Copied material from any source will be graded zero Question What opportunities and threats did McDonalds face? How did it handle them?