History_of_McDonald (1).doc

商务文献选读 week13 unit10 text a reference material 1902 年10月5日，麦当劳创办人雷.克罗克在美国伊利诺伊州芝加哥诞生。 1903 美国人熟识的汉堡包在密苏里州圣路易斯安那采购展览会上面世。 1940 理查德.麦当劳与莫里斯.麦当劳兄弟在美国加利福尼亚州的圣贝纳迪诺创建了 “Dick and Mac McDonald” 餐厅， 是今日麦当劳餐厅的原型。1948 餐厅引入“快速度服务系统”原则。 简称“快餐厅” 1955 行政总裁雷.克洛克在伊利诺伊州的德斯普兰斯以经销权开设了首个麦当劳餐厅，也是公司的第九个分店。第一天的营业额是366.12美元。1960 雷.克洛克正式将“Dick and Mac McDonald”餐厅更名为“McDonalds” 1961 雷.克罗克以270万美元收购麦当劳兄弟的餐厅。 汉堡包大学在伊利诺斯州的埃尔克格罗夫村成立，为全世界的麦当劳经理提供专门训练。1962 麦当劳售出第10亿个汉堡包，罗纳德麦当劳叔叔在华盛顿市首度亮相1967 麦当劳在加拿大开设第一家国际餐厅1968 “巨无霸”面世，麦当劳成立国际业务部 1972 麦当劳资产值达到10亿美元 1973 第一间麦当劳叔叔之家在宾夕法尼亚洲费城设立。麦当劳叔叔之家专门为下在接受癌病或其他致命疾病治疗的儿童的家人而设立。 1977 麦当劳正式在全国餐厅中增加多款套餐 1980 麦当劳成立25周年，麦当劳在香港开设第1000家国际餐厅，国际营业额首次突破10亿美元。1988 第10,000家麦当劳餐厅成立 1990麦当劳在中国大陆(深圳)及苏联(莫斯科)开设第一家餐厅1992 麦当劳在中国北京开设第一家餐厅1993 麦当劳在中国广州开设第一家餐厅1994 麦当劳在中国福州开设第一家餐厅 1998 麦当劳在中国湖南长沙开设第一家餐厅2002年麦当劳卖出第1000亿个汉堡一、1937年，麦当劳兄弟在洛杉矶东部的巴沙地那开始经营简陋的汽车餐厅，并很快取得成功。但效仿者很多，致使生意萧条。二、1938年，兄弟俩关闭了汽车餐厅，转营快餐，很快生机勃勃。三、1953年，第一位加盟者福斯仅向麦当劳兄弟付了1000美元便取得了麦当劳的特许经营权，接着先后批准了十余家特许加盟店。由于这些快餐店无义务遵循麦当劳的经营程序，所以严重损害了麦当劳的形象和声誉。(连锁经营中统一管理的重要性)四、1954年，克罗克作为麦当劳特许经营的代理商，替麦当劳兄弟处理特许经营权的转让事宜。克罗克规定特许转让费为950美元，很快他便将麦当劳演绎为一家优秀的公司，因而人们常常把克罗克视为麦当劳的创始人之一。五、1961年，麦当劳兄弟以270万美元的价格把麦当劳全部转让给了克罗克。在后来的30多年里，由于克罗克经营有方，麦当劳快餐店成为发展最快的世界性企业。麦当劳快餐店以其温馨的店堂气氛和特许加盟（经营）制度，被世界公认为名牌快餐店之一。 六、1968年麦当劳有1000家店铺，1978年就达5000家。经过40余年的发展，目前麦当劳已有28000余家店铺，遍布全球128多个国家和地区。1965年4月15日，麦当劳公司股票上市时，每股为22.5元，不到一个月就涨了一倍。20年后，股价约为原来的175倍。正是由于克罗克的卓越管理和苦心经营，麦当劳才由一家默默无闻的快餐店迅速成长为今天的快餐业之王。麦当劳的成功是个奇迹，而克罗克正是奇迹的创造者。History of McDonald edit Timeline 1937: Patrick McDonald opens a hamburger and drinks stand called The Airdrome on historic Route 66 (now Huntington Drive) near the Monrovia Airport in Monrovia, California. 1940: Brothers Richard and Maurice McDonald move The Airdrome building 40 miles (64km) east to San Bernardino, California, where they open the first McDonalds restaurant, near U.S. Route 66, at West 14th St and 1398 North E St., on May 15. Its menu consisted of 25 items, mostly barbecue. As was common at the time, they employed around 20 carhops. It became a popular and highly profitable teen hangout, and it was directed by Eric VanDemark. 1948: After noting that almost all of their profits came from hamburgers, the brothers closed the restaurant for several months to implement their innovative Speedee Service System, a streamlined assembly line for hamburgers. The carhops are fired, and when the restaurant reopens it sells only hamburgers, milkshakes, and french fries. At 15 cents, the burgers are about half as expensive as at standard diners, and they are served immediately. The restaurant is extremely successful, and its fame is spread by word of mouth. 1953: The McDonalds begin to franchise their restaurant, with Neil Fox the first franchisee. The second McDonalds opens in Phoenix, Arizona at N. Central Ave and Indian School Road. It is the first to feature the Golden Arches design; later this year the original restaurant in San Bernardino is rebuilt in the same style. 他hird McDonalds restaurant in Downey, California, at the corner of Lakewood Blvd and Florence Ave. It is the oldest McDonalds restaurant still in operation. 1953: Third McDonalds restaurant opens, in Downey, California at the corner of Lakewood Blvd and Florence Avenue, and is the oldest McDonalds restaurant still in operation.5 1954: Entrepreneur and milkshake-mixer salesman Ray Kroc becomes fascinated by the McDonalds restaurant during a sales visit, when he learns of its extraordinary capacity and popularity. Others who had visited the restaurant and come away inspired were James McLamore, founder of Burger King, and Glen Bell, founder of Taco Bell. After seeing the restaurant in operation, Kroc approaches the McDonald brothers, who have already begun franchising, with a proposition to let him franchise McDonalds restaurants outside the companys home base of California and Arizona, with himself as the first franchisee. Kroc works hard to sell McDonalds. He even attempts to prevail on his wartime acquaintance with Walt Disney, in the failed hope of opening a McDonalds at the soon-to-be-opened Disneyland. Ray Krocs first franchised restaurant, the tenth-ever location (though torn down and rebuilt twice), Fresno, California. 1955: Ray Kroc founds McDonalds Systems, Inc. on March 2, as a legal structure for his planned franchises. Kroc opens the ninth McDonalds restaurant in Des Plaines, Illinois, in suburban Chicago on April 15. 1955: Ray Kroc hires Fred Turner (later CEO and Chairman) as a grillman in his store in Des Plaines. 1958: McDonalds worldwide sells its 100 millionth hamburger. 1958: First Bay Area location of McDonalds opens in Tampa, Florida. 1959: The 100th McDonalds restaurant opens in Fond du Lac, Wisconsin. 1959: McDonalds begins billboard advertising. 1960: First New England location of McDonalds opens in Boston, Massachusetts. 1960: Krocs company is renamed McDonalds Corporation. 1961: The McDonald brothers agree to sell Kroc business rights to their operation for $2.7 million, a sum that Kroc borrows from a number of investors, including Princeton University; Kroc considers the sum extreme, and it strains his relationship with the brothers. In a handshake agreement, the brothers would also receive an overriding royalty of 1% on the gross sales. At the closing table the brothers told Ray that they were giving the real estate and rights to the original unit to the founding employees. Ray closed the transaction, then refused to acknowledge the royalty portion of the agreement because it wasnt in writing. The brothers keep their original restaurant, but in an oversight they fail to retain the right to remain a McDonalds franchise. Renamed The Big M, Kroc drives it out of business by opening a McDonalds just one block north; he attends the opening. Had the brothers maintained their original agreement, which granted them 0.5% of the chains annual revenues, they or their heirs would have been collecting in excess of $100 million per year today. Had the brothers closed their handshake agreement with Ray, these royalties would have doubled. 1961: Hamburger University opens in the basement of the Elk Grove Village, Illinois, McDonalds restaurant. Bachelor of Hamburgology degrees went to graduating class of 15. 1962: McDonalds first national magazine ad appears in Life magazine. 1962: The first McDonalds restaurant with seating opens in Denver, Colorado. 1963: One of Krocs marketing insights is his decision to advertise McDonalds hamburgers to families and children. Washington, D.C. franchisees John Gibson and Oscar Goldstein (Gee Gee Distributing Corporation) sponsor a childrens show on WRC-TV called Bozo the Clown, a franchised character played by Willard Scott from 1959 until 1962. After the show was cancelled, Goldstein hires Scott to portray McDonalds new mascot, named Ronald McDonald. According to Scott, they wanted to pay him in stock, but Scott decided to take the money. Scott, looking nothing like the familiar appearance of any McDonaldland character as is known today, appeared in the first three television advertisements featuring the character. After changing the characters first name to Ronald and replacing Scott with a new actor, and giving him the more familiar red, white, and yellow clown features, the character eventually spreads to the rest of the country via an advertising campaign. Years later, an entire cast of McDonaldland characters is developed. 1963: The Filet-O-Fish is introduced in Cincinnati, Ohio, in a restaurant located in a neighborhood dominated by Roman Catholics who practiced abstinence (the avoidance of meat) on Fridays. It is the first new addition to the original menu, and goes national the following year, with fish supplied by Gortons of Gloucester. See also Lou Groen 1963: McDonalds sells its one billionth hamburger. 1963: The 500th McDonalds restaurant opens in Toledo, Ohio. 1964: McDonalds issues its first annual report. 1965: Second New England location opens in Windsor, Connecticut. 1967: Third location in New England opens in Providence, Rhode Island (also first in state) 1967: The first McDonalds restaurant outside the United States opens in Richmond, British Columbia. 1967: The chains stand-alone restaurant design which is still most common today, with mansard roof and indoor seating, is introduced. 1968: The Big Mac (similar to the Big Boy hamburger), the brainchild of Jim Delligatti, one of Ray Krocs earliest franchisees, who by the late 1960s operated a dozen stores in Pittsburgh, Pennsylvania, is first introduced in the Pittsburgh market in 1967, before going system/nationwide a year later, following its great local success. The Hot Apple Pie is also introduced this year. 1968: The 1000th McDonalds restaurant opens in Des Plaines, Illinois. An early-1970s McDonalds sign in Austin, Minnesota, showing the number of burgers sold. From 1969, the number was displayed in billions, increasing with every 5 billion. When the total reached 100 billion in 1993, the signs of this era were changed to display 99 billion permanently, as there was only room for two digits, though some signs use the Billions and Billions Served tagline. 1970: McDonalds opens in Costa Rica, its third country after the United States and Canada. 1970: 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 McDonalds outlet opens, in Zaandam (near Amsterdam) in the Netherlands. The franchisee is Ahold. 1971: The first McDonalds in Germany (Munich) opens in November. It is the first McDonalds to sell alcohol, as it offers beer. Other European countries follow in the early 1970s. 1971: The first Australian McDonalds opens in the Sydney suburb of Yagoona in May. 1972: The McDonalds system generates $1 billion in sales through 2200 restaurants.6 1972: The 2000th McDonalds restaurant opens in Des Plaines, Illinois. 1972: The first McDonalds in France opens, in Crteil, even though the company officially recognizes the first outlet in Strasbourg in 1979. 1973: The first McDonalds Playland opens in Chula Vista, California. 1973: The first Swedish McDonalds restaurant opens in Stockholm, 23 October. 1973: The Quarter Pounder is introduced. 1973: The Egg McMuffin, invented by Herb Peterson, owner and operator of a Santa Barbara franchise, is introduced to the menu. 1974: On November 13, the first McDonalds in the United Kingdom opens in Woolwich, southeast London. It is the companys 3000th restaurant. 1974: The first Ronald McDonald House opens in Philadelphia, Pennsylvania. 1975: The first Hong Kong McDonalds opens in January in Paterson Street, in Causeway Bay, Hong Kong Island. It is also the first McDonalds restaurant in Greater China and the Four Asian Tigers. 1975: Drive-Thru is introduced in January in Sierra Vista, Arizona in order to serve meals to soldiers from nearby Fort Huachuca who were not allowed to wear BDUs while off post except while in a vehicle. The Drive-Thru is later known as McDrive in some countries. 1976: McDonalds pays its first cash dividend. 1977: McDonalds adds a breakfast line to the U.S. menu. 1978: The 5000th McDonalds restaurant opens in Kanagawa, Japan. 1978: Hamburger University celebrates the graduation of its 15,000th student. 1979: The Happy Meal is introduced in the U.S. 1979: The first McDonalds in Southeast Asia opens, in Singapore. 1979: The first McDonalds in South America opens, in Brazil. 1980: McDonalds introduces the McChicken sandwich, its first poultry item. It flops, and is removed from the menu, but is later reintroduced after Chicken McNuggets prove successful. 1980: The Chicken McNuggets are introduced to the menu and instantly become a success by early-1983. 1980: The 6000th McDonalds restaurant opens in Munich, Germany. 1981: The first Ronald McDonald House outside the U.S. opens in Toronto, Canada. 1981: The first McDonalds in the Philippines opens, in Morayta, Manila. 1982: The first McDonalds in Malaysia opens, at Jalan Bukit Bintang, Kuala Lumpur. 1982: McDonalds stages an in-house rivalry between the Chicken McNuggets and the Big Mac as the advertising campaign involved the slogan Which will be number one?. 1983: After gaining much success, the McNuggets begin rolling out nationwide starting in January. 1984: The first McDonalds in Taiwan opens in January, at Songshan District, Taipei. 1984: Ray Kroc dies on January 14. 1984: The company is a main sponsor of the 1984 Summer Olympics. Its U.S. restaurants lose money on the game When The US Wins, You Win after the Soviet bloc nations boycott the Games, leading to a high number of medals won by the U.S (this is later parodied in an episode of The Simpsons, with Krusty the Klowns Krusty Burger chain suffering a similar fate). 1984: On 18 July, James Huberty committed the worst mass murder (at the time) in the US, when he opened fire at the San Ysidro branch, killing 21 people before he was gunned down by a SWAT team sniper. 1985: McDonalds opens its first restaurant in Italy, in Bolzano. 1985: Saul Kahan opens the first McDonalds restaurant in Mexico City, Mexico. 1987: The first Macauese McDonalds opens on the Rua do Campo, Macau. Its also the first McDonalds restaurant in Portugal when Macau was under the control of Portugal. 1987: On August 12, a Piper Cheyenne, which started in Augsburg, Germany, was on a simulated approach to Munichs main airport Riem, when all instruments failed. The plane crashed into the McDonalds restaurant in the Wasserburger Landstrasse. Fourteen people were killed in the incident: 4 in the plane, 3 on the street or in a bus, which was also struck by the plane, and 7 in the restaurant. The McDonalds in the Wasserburger Landstrasse has since been rebuilt. 1 1987: On 23 November, The first Scottish store opened in Dundee, followed by Kirkcaldy.7 13 after McDonalds first appeared in Britain. 1988: The first Korean McDonalds restaurant opens in March, in Seouls Apgujeong-dong district. 1988: McDonalds opens its first restaurant in a communist country, in Belgrade, Yugoslavia (now Serbia). Budapest, Hungary follows in the same year. 1990: On January 31, the first Soviet McDonalds opens, in Moscow. At the time it is the largest McDonalds in the world . For political reasons, McDonalds Canada is responsible for this opening, with little input from the U.S. parent company; a wall display within the restaurant shows the Canadian and Soviet flags. To overcome Soviet supply problems, the company creates its own supply chain, including farms, within the USSR. Unlike other foreign investments, the restaurant accepts rubles, not dollars, and is extremely popular, with waiting lines of several hours common in its early days. 1990: Many other McDonalds restaurants open in Eastern Europe. 1990: In October, the first McDonalds opens in mainland China, in the city and Special Economic Zone (SEZ) of Shenzhen, Guangdong province. 1991: McDonalds opens its first restaurant in Portugal (expect Macau), in Lisbons Cascaishopping. 1992: The first McDonalds opens in Africa, in Casablanca, Morocco. 1992: Stella Liebeck receives third-degree burns from coffee purchased at a McDonalds drive-through. She sued in what became known as the McDonalds coffee case. 1992: Derek Wood, an employee, and two friends rob a McDonalds in Sydney River, Nova Scotia, killing three and severely injuring another. Wood is serving a life sentence for his role in the Sydney River McDonalds murders. 1992: On April 23, the worlds largest McDonalds opens in Beijing, China (over 700 seats). Along with adjacent buildings, it is later demolished. 1992: On April 28, seven McDonalds restaurants are bombed in Taiwan, killing one policeman and injuring four. 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 Pie Locator. 1993: The company launches its first sea-going restaurant aboard the Finnish cruiseferry Silja Europa, sailing between Helsinki and Stockholm. 1993: On December 8, McDonalds opens its golden arches in Saudi Arabia for the first time. 1993 McCaf is launched in Melbourne, Australia by Ann Brown. By 2002 the chain had spread to 13 countries worldwide. The first one in America was launched in 2001. By 2003 it was the largest coffee shop brand in Australia and New Zealand. 1994: The Catalyst Award is given to McDonalds in honour of their program to foster leadership development in women. 1995: McDonalds receives complaints from franchisees that too many franchises are being granted, leading to competition among franchisees. McDonalds starts conducting market impact studies before granting further franchises. 1995: In an effort to cultivate a more adult image, McDonalds launches the Arch Deluxe sandwich with a massive ad campaign. Both the campaign and sandwich fail miserably and are quickly discontinued. 1995: Following the end of apartheid, the first McDonalds in South Africa opens. 1996: First McDonalds opens in Belarus, marking the chains 100th country (by its own calculation; however, this total included many non-sovereign territories). At the opening ceremony, the Belarusian militia are accused of brutality toward members of the public