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1. Introduction
McDonald’s Corporation is one of the worlds leading fast food chain restaurants. The first restaurant was opened in California in 1940 and was primarily called Dick and Mac M Donald. McDonald’s restaurants are nowadays found in 120 countries all over the world, and serve approximately 54 million customers each day (wikipedia, 2007). McDonalds is known to be both service and product industry. As a service provider, unlike other fast food restaurants, McDonald’s treats its customers appropriately, as if they are in a regular restaurant. In terms of product, it offers its customers a big variety of fast and tasty food for affordable price. This report will further analyze McDonalds marketing mix, also known as 4 P’s - product, price, place, promotion (Kotler et al, 2005).
Source :( thetimes 2005).
2. History of McDonald’s in Greece
First McDonald’s restaurant in Greece was open in 1991 in Athens in Syntagma Square. Today McDonald’s holds 48 restaurants in Greece, 37 from which are franchised and 11 are owned directly by the company. The corporation employs overall 1500 people (mcdonalds, 2006). Greek McDonald’s menus differ from American menus, since from the very begging because of the high competition in the fast food industry, the company offered the countries delicacies such as different types of salads, as well as interesting meals which are consisted of squid and/or octopus, which could be offered for the same price as some national meals, and were available alongside with hamburgers, chicken McNuggets, french fries, milkshakes, (greeklandscapes, 2006). The company has difficulties facing the competition, since, as mentioned above, th ...