McDonald’s: Half a Century of Growth

Case Report- McDonalds

Your Name or the Names of Your Group Members: Ana Arias

Place Your Presentation/Case Report Title Here: McDonald’s: Half a century of growth

The Beginning:

The Issue: Why are we here – What are the important Question(s)?

McDonald’s is facing critical issues when it comes to its rapid expansion and globalizations. There has been an increased amount of franchises are modifying the menu to cater to geographical locations and customer experiences. Local adaptation results in deviations from the McDonalds’s bible which was its core operational strategy. It provided a unique service and taste experience.

The important questions that McDonald’s leaders must face is if it is ready for such deviations and how will this affect the McDonald’s brand and customer expectations.

Our Future:

Leaders must come to a solution on what will be their strategy when it comes to expansions and will it allow franchises to re-invent menus. What will this mean for the customer experience and McDonald’s sustainable strategy.

The Solution:

Asses the success of the deviations of menus and conclude if it is benedictional. If so, create a set of standardize guidelines that will maintain the integrity of the product and the McDonald’s brand. If not, enforce the use of the bible and restrict deviations of menu.

The Idea:

Expand the menu options of McDonald’s franchises

The Middle: Developing Your Story

Option #1: Due to geographical preference, allow franchises to expand the menu

Description: As the case report highlights, various locations have already implanted this strategy. Locations such as Kuwait and Pakistan have different cuisines. Unlike the American meals, middle eastern cuisine uses different spices and dietary restrictions. Allowing franchises to cater to its geographical locations will not only expand the menu but allows for citizens of that specific country to still enjoy McDonald’s with tastes they are familiar with.

Pros

i. Allows for incorporation of local cuisine and results in higher sales and brand familiarity. Customer choose to dine