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McDonald’s

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Introduction

• McDonalds was started by Richard and Maurice McDonald as a restaurant concept in San Bernardino, California on 15th May,1940.

• Mr. Ray Kroc took over the rights from McDonald brothers and founded The McDonalds Corporation on 15th

April,1955 in Des Plaines, Illinois.

• The Head Quarters of The McDonalds Corporation is at Oak brook, Illinois.

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Some interesting facts about McDonald's.

• Ronald McDonald made his debut as its ambassador in the year 1953.

• The motto of the organization ,i.e., Quality, Service, Cleanliness and Value [Q.S.C and V] was coined in the year 1957.

• Currently McDonald's serves around 53 million people worldwide everyday.

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Corporate vision

““Our number one priority continues to be satisfying our customers‘ needs by serving great-

tasting, high-quality food in contemporary restaurants… We will continue to build customer

trust through our commitment to sustainability—including nutrition and well-being, a sustainable

supply chain, environmental responsibility, employee experience, and the community.”

–McDonald’s Corporation 10K (2012)Donald ThompsonPresident and CEO

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Figures pertaining to McDonald’s

• McDonald’s currently operates 31200 stores worldwide in 120 countries.

• It currently employs around 4,00,000 employees worldwide.

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Brand Elements

• Brand Name:

• McDonald’s

• Brand Slogan:

• I’m Loving it

• Brand Color:

• Red & Yellow

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Point Of Parity(POP)

• Similarities:

• Both serve fast food.

• Both are hazards to health. Found to be oily and fatty.

• Have been criticized by the people about it and is a public debate.

• Both are global fast food chains.

• Both originated in USA.

• Both have been involved in lawsuits over trademark disputes.

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Point of Difference(POD)

• Differences:

• There would be differences in packaging, of course. You might want to

mention KFC's famous paper bucket.

• KFC has a wider range of ways to prepare chicken. McD's focus is

primarily on hamburgers and fried chicken while KFC does wraps,

salads and pieces (ala Popcorn Chicken) or sometimes even pies and

kebabs.

• McD's offers breakfast while KFC doesn't.

• McD's offers drive-through service while KFC doesn't.

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Analysis of POP & POD

• Number of differences in their menu.

• KFC Focused on Chicken But McDonalds offer more

variety

• McDonalds is a large company by revenue

• Both are quick serve Restaurant

• Majority of McDonalds outlets are owned by franchisees

while KFC several very large franchise group

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Brand Equity

• 63% trust McDonalds for quality Service Cleanliness and

value.

• McDonalds is the first choice of burgers

• More then 48% feel comfortable at McDonalds.

• Kids feel excited and happy when at McDonalds.

• Fun place to go with friends.

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Brand Improvement

•Marketing

•Digital

•Menu

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BYE BYE SEE U AT McDonald’S