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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