Mcdonald麦当劳英文简介

1、 Can you imagine a world without the Big Mac? Or Happy Meals? Luckily, back in 1954, a man named Ray Kroc discovered a small burger restaurant in California, and wrote the first page of their history. From that humble start as a small restaurant, They have become one of the worlds leading food servi

2、ce retailer in 121 countries, with more than 34,000 restaurants serving nearly 69 million people every day. is a term referring to the spreading of McDonalds restaurants throughout the world as the result of globalization, and more generally to the effects of international McDonaldization of service

3、s and commercializationof goods as an element of globalization as a whole. Ray Kroc1902.01.14- 1983.01.14A restaurant empireAn overnight success at the age of 52.“I was overnight success all right, but 30 years is a long, long night.” The company began in 1940 as a barbecue restaurant operated by Th

4、eMcDonaldBrothers(Richard and Maurice McDonald)Their introduction of the Speedee Service System in 1948 furthered the principles of the modernfast-food restaurant.Ray Krocs first ( April 1955) franchised(特许经营） restaurant in the chain, similar in style to the McDonald brothers 1953 franchised restaur

5、ants in Phoenix, Arizona and Downey, California ), Des Plaines, Illinois, USA. In 1961 Kroc bought out the McDonald brothers for $2.7 million, aiming at making McDonalds the number one fast-food chain in the country.This corporate university was designed to instruct personnel employed by McDonalds i

6、n the various aspects of restaurant management. More than 80,000 restaurant managers, mid-managers and owner/operators have graduated from this facility 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; t

7、his 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 Australian McDonalds opens in the Syd

8、ney suburb of Yagoona in May. 1990: In October, the first McDonalds opens in mainland China, in the city and Special Economic Zone (SEZ) of Shenzhen, Guangdong province. 1992: On April 23, the worlds largest McDonalds opens in Beijing, China (over 700 seats). Along with adjacent buildings, it is lat

9、er demolished. 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.Logo The McDonalds Golden Arches logo was introduced in 1962. It was created by Jim Schindler to resemble new arch shaped signs on the s

10、ides of the restaurants. He merged the two golden arches together to form the famous M now recognized throughout the world. Schindlers work was a development of the stylized v logo sketched by Fred TurnerThe McDonalds name was added to the logo in 1968. Road signDrive-Thru LogoMcCaf Logo In 1962, Mc

11、Donalds introduced its now world-famous Golden Arches logo.A year later, the company sold its billionth hamburger and introduced Ronald McDonald, a red-haired clown designed to appeal to children.1968: The 1000th McDonalds restaurant opens in Des Plaines, Illinois.美好时光，美味共享美好时光，美味共享 （199020011990200

12、1）更多选择更多欢笑，就在麦当劳 （2000-2003）我就喜欢！(I Lovin It！) (2003-2009)为快乐腾点儿空间！（2009-now）Products of Big Burgers & SandwichesMcChicken Filet-O-FishBBQ Ranch BurgerDesserts & ShakesBeverages Chicken & FishMighty WingsPremium Grilled Chicken Classic Sandwich McCafManagement Philosophy: QSCV Q-Quality

13、S-Service C-Cleanliness V-Value Operation Principle:McDonald has developed a very strict standard to ensure food quality.:McDonald provide warm, thoughtful, efficient service according to the care and love priciple.:McDonald has developed a clean working standard that must be strictly observed.:In o

14、rder to convey the McDonald s concept to provide customers with more valuable high-quality,add this idea later after careful consuderationSWOT Analysis - Strengths Brand Equityworld-wide 42% of US fast-food hamburger business Consistency of food Successful items: Fries, Happy Meal, Big Mac, Egg McMu

15、ffin, Promotions Overseas market Balance sheet positionWhose food do Americans really like best?Best-tasting food?Wendys 36%*Burger King 32%McDonalds 21%Best-tasting burgers?Burger King 42%Wendys32%McDonalds 17%* Percent of respondentsSWOT Analysis - Weaknesses Declining market share Weak product de

16、velopment Disgruntled franchisees Quality and taste of products Slowed revenue and income growth International expansion Only serving 1% of the worlds population Growing dining-out marketSWOT Analysis - Opportunities Mature/overstored industry Strength of competition More health-conscious consumers

17、Changing demographics Fluctuation of foreign exchange rates; EconomiesSWOT Analysis - ThreatsThe reason of success 1. Children really love, this is not the fault of a child stemming from a childs nature and ignorance. Misleading error is to adults. 2. When people think that foreign goods are good, o

18、ur ancestors passed down is that, for example, the last thing to what foreign country, are known as foreign word,forexample,洋火(that matches), sea surface (flour ),洋钱(foreign currency) and so on, people had inherited the gene you, what are the foreign good. Yang M and KFC meal is, therefore, foreign

19、food is good! 3. One day at a local watch, time is not, Wai Fed up with a large group of people and to look on the first day looking at the people, in fact, nothing in heaven, fix, which the birds We will get over the look of guano! Ha ha (Chinese characteristics). The reason of success 4. Parroting

20、 a good Everybody says that good, that is, KFC and M is spam, but also as a foreign food to eat foreign food proud moment as if music is the body in a foreign country, the Lok Weizai, Le Kenya, The saddest thing is even by foreigners to sell McDonalds food calories, and which led to their obesity, so as to McDonalds to court, be considered junk food, the people are to proud to eat KFC or M, pathetic, sad , ignorance , I often see, public holidays, the childs parents or grandfather, grandmother, led a small grandson, granddaughter, came to M, or KFC, s