McDonalds - The story of success
Referat
McDonald’s – The story of success
History
- Founder: Richard and Maurice McDonald’s
- Fist McDonald’s -15. may 1940 in San Bernardino, Californian
- First European branch 21. August 1971 in Zaandam (Nederland)
- also in Germany
- 4. December 1971 - first in Germany (Munich)
- Germany central office in Munich
- East Germany summer 1990 in Plauen (Saxony)
The story of success
- at first a very fast method for burger making also self-service
- Ray Kroc made McDonald’s very successful
- strategy partners e.g. Coca-Cola-Company, Disney (Happy Meal)
- Biggest buyer of Coca-products
- 31.000 restaurants in 100 countries
- Germany, France; Britain – biggest European National markets
- 2003 very interested in sporty things (football, Olympic Games)
- Not wanted image of sickly fast-food chain
- Makes more for healthy food in his chains e.g. “Salads plus” / tofu Burger “Veggie Burger” (only USA)
- “Hamburger University” in Oak Brook, Illinois (USA)
- Biggest business competition “BURGER KING”
McDonald’s and more
exists:
- McDonald’s Restaurants
- McDrive
- 1975 in the city Sirra Vista, Arizona
- Germany 1980 in Ludwigsburg
- McWalk / McStop
- McCafé
- 1993 in Australia
- Germany 2003 in Cologne
- Most in airports, train stations
- Only as “Shop in Shop”
Other ideas and trials
- McTrain
- restaurant in a dining-car of a train
- McPlane
- McBus
- McHotel (was projected at the airport of Zurich)
The outfit of McDonald’s
- Is YELLOW, RED
- A modern legend the concern had calculated
- Yellow, red makes people go fast out of the restaurant making place for other people
- Other copied the style e.g. Shell
- topical branches e.g. of football or the 1950th
Business Model
- money with franchising-fees and the lease of the restaurants
- restaurants are ready to use
- lease of one square meter are higher than in the financial district of Frankfurt
- McDonald’s make more money with the lease then with burger!!!
- Success abates in the last years!!
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