edf40wrjww2CF_PaperMaster:Desc
Integrated Marketing
Communications
MKT2230
McDonalds Corporation
Overview
The history of McDonalds dates back to its early beginnings in 1940. The first restaurant was opened by 2 brothers Dick and Mac McDonald in San Bernardino California. The first franchised restaurant was later opened by Ray Kroc in Illinois, who later went on to purchase the brothers equity in the company and fuelled the massive worldwide expansion of the company that we see and know today. The corporate founding of McDonalds took place in 1955. Following the fluid expansion into worldwide markets, McDonalds has been likened with the symbol of globalization. From its initial roots, today McDonalds is a powerhouse of the food service retailer industry. With over 30,000 restaurants spread around the globe, McDonalds serves in excess of more than 52,000,000 people in over 100 countries each day. In the UAE itself, being founded in only 1994, they have 52 operational restaurants spread over the 7 emirates. In addition to this they hold the leading share in the globally branded quick service segment of the fast food industry.
Values & Mission
What differentiates one company from another are their values and missions. An understanding of McDonald’s values is one of the vital steps needed to proceed with the research for the proposal. McDonalds have five crucial values that are to:
• Place the customer experience at the core of the organization,
• Commitment to the people and customers,
• Operate the business ethically,
• Giving back to communities and,
• Strive continu ...