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1、,Can you imagine a world without the Big Mac? Or Happy Meals? Luckily, back in 1954, a man named Ray Kroc discovered a small burger restaurant in California, and wrote the first page of their history. From that humble start as a small restaurant, They have become one of the worlds leading food servi
2、ce retailer in 121 countries, with more than 34,000 restaurants serving nearly 69 million people every day.,is a term referring to the spreading of McDonalds restaurants throughout the world as the result of globalization, and more generally to the effects of international McDonaldization of service
3、s and commercialization of goods as an element of globalization as a whole.,McWorld,Directory,The history Food of Mcdonald Operation stratagy The reason of Mcdonalds success The influence of Mcdonald,History,Ray Kroc,1902.01.14- 1983.01.14 A restaurant empire An overnight success at the age of 52.,“
4、I was overnight success all right, but 30 years is a long, long night.”,The company began in 1940 as a barbecue restaurant operated by The McDonald Brothers (Richard and Maurice McDonald),Their introduction of the “Speedee Service System“ in 1948 furthered the principles of the modern fast-food rest
5、aurant.,Ray Krocs first ( April 1955) franchised(特许经营） restaurant in the chain, similar in style to the McDonald brothers 1953 franchised restaurants in Phoenix, Arizona and Downey, California ), Des Plaines, Illinois, USA.,In 1961 Kroc bought out the McDonald brothers for $2.7 million, aiming at ma
6、king McDonalds the number one fast-food chain in the country.,This corporate university was designed to instruct personnel employed by McDonalds in the various aspects of restaurant management. More than 80,000 restaurant managers, mid-managers and owner/operators have graduated from this facility,1
7、970: Having changed hands in 1968, the original “Big M“ restaurant closes. It is demolished two years later, with only part of the sign remaining; this has since been restored. 1971: The first Asian McDonalds opens in July in Japan, in Tokyos Ginza district. 1971: On August 21, the first European Mc
8、Donalds outlet opens, in Zaandam (near Amsterdam) in the Netherlands. The franchisee is Ahold. 1971: The first Australian McDonalds opens in the Sydney suburb of Yagoona in May.,1990: In October, the first McDonalds opens in mainland China, in the city and Special Economic Zone (SEZ) of Shenzhen, Gu
9、angdong province. 1992: On April 23, the worlds largest McDonalds opens in Beijing, China (over 700 seats). Along with adjacent buildings, it is later demolished. 1992: The fried apple pie is replaced with a baked apple pie. Fried pies can still be found today in some locations, see the Fried Apple
10、Pie Locator.,Logo,The McDonalds Golden Arches logo was introduced in 1962. It was created by Jim Schindler to resemble new arch shaped signs on the sides of the restaurants. He merged the two golden arches together to form the famous M now recognized throughout the world. Schindlers work was a devel
11、opment of the stylized v logo sketched by Fred Turner The McDonalds name was added to the logo in 1968.,Road sign,Drive-Thru Logo,McCaf Logo,In 1962, McDonalds introduced its now world-famous Golden Arches logo.,A year later, the company sold its billionth hamburger and introduced Ronald McDonald, a
12、 red-haired clown designed to appeal to children.,1968: The 1000th McDonalds restaurant opens in Des Plaines, Illinois.,Im lovin it,美好时光，美味共享 （19902001）,更多选择更多欢笑，就在麦当劳 （2000-2003）,我就喜欢！(I Lovin It！) (2003-2009),为快乐腾点儿空间！（2009-now）,FOOD,Products of Big,Burgers & Sandwiches,Double cheese burger,Big Ma
13、c,McChicken,Bacon Buffalo Ranch McChicken,Filet-O-Fish,BBQ Ranch Burger,Desserts & Shakes,Beverages,Chicken & Fish,Mighty Wings,Premium Grilled Chicken Classic Sandwich,Premium Grilled Chicken Club Sandwich,McCaf,Operation strategy,Management Philosophy: QSCV,Q-Quality S-Service C-Cleanliness V-Valu
14、e,Operation Principle,Quality :McDonald has developed a very strict standard to ensure food quality. Service:McDonald provide warm, thoughtful, efficient service according to the care and love priciple. Cleanliness:McDonald has developed a clean working standard that must be strictly observed. Value
15、:In order to convey the McDonald s concept to provide customers with more valuable high-quality,add this idea later after careful consuderation,SWOT Analysis - Strengths,Brand Equityworld-wide 42% of US fast-food hamburger business Consistency of food Successful items: Fries, Happy Meal, Big Mac, Eg
16、g McMuffin, Promotions Overseas market Balance sheet position,Whose food do Americans really like best?,Best-tasting food? Wendys 36%* Burger King 32% McDonalds 21%,Best-tasting burgers? Burger King 42% Wendys 32% McDonalds 17%,* Percent of respondents,SWOT Analysis - Weaknesses,Declining market share Weak product development Disgruntled franchisees Quality and taste of products Slowed revenue and income growth,International exp
