Mcdonald麦当劳英文简介

CanyouimagineaworldwithouttheBigMac?OrHappyMeals?Luckily,backin1954,amannamedRayKrocdiscoveredasmallburgerrestaurantinCalifornia,andwrotethefirstpageoftheirhistory.Fromthathumblestartasasmallrestaurant,Theyhavebecomeoneoftheworld'sleadingfoodserviceretailerin121countries,withmorethan34,000restaurantsservingnearly69millionpeopleeveryday.2021/5/91

isatermreferringtothespreadingof

McDonald's

restaurantsthroughouttheworldastheresultof

globalization,andmoregenerallytotheeffectsofinternational'McDonaldization'ofservicesand

commercialization

ofgoodsasanelementofglobalizationasawhole.McWorld2021/5/92DirectoryThehistoryFoodofMcdonaldOperationstratagyThereasonofMcdonald'ssuccessTheinfluenceofMcdonald2021/5/93History2021/5/94RayKroc1902.01.14-1983.01.14ArestaurantempireAnovernightsuccessattheageof52.“Iwasovernightsuccessallright,but30yearsisalong,longnight.”2021/5/95Thecompanybeganin1940asabarbecuerestaurantoperatedbyTheMcDonaldBrothers(Richard

and

MauriceMcDonald)Theirintroductionofthe"SpeedeeServiceSystem"in1948furtheredtheprinciplesofthemodern

fast-foodrestaurant.2021/5/96RayKroc‘sfirst(April1955)franchised(特许经营）restaurantinthechain,similarinstyletotheMcDonaldbrothers1953franchisedrestaurantsinPhoenix,ArizonaandDowney,California),DesPlaines,Illinois,USA.

In1961KrocboughtouttheMcDonaldbrothersfor$2.7million,aimingatmakingMcDonald'sthenumberonefast-foodchaininthecountry.This

corporateuniversitywasdesignedtoinstructpersonnelemployedbyMcDonald'sinthevariousaspectsof

restaurantmanagement.Morethan80,000restaurantmanagers,mid-managersandowner/operatorshavegraduatedfromthisfacility2021/5/972021/5/982021/5/99Logo

TheMcDonald'sGoldenArcheslogowasintroducedin1962.ItwascreatedbyJimSchindlertoresemblenewarchshapedsignsonthesidesoftherestaurants.Hemergedthetwogoldenarchestogethertoformthefamous'M'nowrecognizedthroughouttheworld.Schindler'sworkwasadevelopmentofthestylized'v'logosketchedbyFredTurnerTheMcDonald'snamewasaddedtothelogoin1968.RoadsignDrive-ThruLogoMcCaféLogo2021/5/910

In1962,McDonald'sintroduceditsnowworld-famousGoldenArcheslogo.Ayearlater,thecompanysoldits

billionthhamburger

andintroduced

RonaldMcDonald,ared-hairedclowndesignedtoappealtochildren.1968:The1000thMcDonald'srestaurantopensin

DesPlaines,Illinois.……2021/5/911I’mlovin’it美好时光，美味共享

（1990—2001）更多选择更多欢笑，就在麦当劳

（2000-2003）我就喜欢！(ILovin’It！)(2003-2009)为快乐腾点儿空间！（2009-now）2021/5/912

FOOD2021/5/913ProductsofBig

2021/5/914Burgers&SandwichesDoublecheeseburgerBigMacMcChickenBaconBuffaloRanchMcChickenFilet-O-FishBBQRanchBurger2021/5/915Desserts&Shakes2021/5/916Beverages2021/5/917Chicken&FishMightyWingsPremiumGrilledChickenClassicSandwichPremiumGrilledChickenClubSandwich2021/5/918

McCafé2021/5/919Operationstrategy2021/5/920ManagementPhilosophy:QSCVQQuality

SService

CCleanliness

VValue

2021/5/921OperationPrinciple

Quality

:McDonaldhasdevelopedaverystrictstandardtoensurefoodquality.Service:McDonaldprovidewarm,thoughtful,efficientserviceaccordingtothecareandlovepriciple.Cleanliness:McDonaldhasdevelopedacleanworkingstandardthatmustbestrictlyobserved.Value:InordertoconveytheMcDonald'sconcepttoprovidecustomerswithmorevaluablehigh-quality,addthisidealateraftercarefulconsuderation2021/5/922SWOTAnalysis-StrengthsBrandEquity…world-wide42%ofUSfast-foodhamburgerbusinessConsistencyoffoodSuccessfulitems:Fries,HappyMeal,BigMac,EggMcMuffin,PromotionsOverseasmarketBalancesheetposition2021/5/923WhosefooddoAmericansreallylikebest?Best-tastingfood?Wendy’s 36%*BurgerKing 32%McDonald’s 21%Best-tastingburgers?BurgerKing 42%Wendy’s 32%McDonald’s 17%*Percentofrespondents2021/5/924SWOTAnalysis-WeaknessesDecliningmarketshareWeakproductdevelopmentDisgruntledfranchiseesQualityandtasteofproductsSlowedrevenueandincomegrowth2021/5/925InternationalexpansionOnlyserving1%oftheworld’spopulationGrowingdining-outmarketSWOTAnalysis-Opportunities2021/5/926SWOTAnalysis-Threats2021/5/927Thereasonofsuccess1.Childrenreallylove,thisisnotthefaultofachildstemmingfromachild'snatureandignorance.Misleadingerroristoadults.2.Whenpeoplethinkthatforeigngoodsaregood,ourancestorspasseddownisthat,forexample,thelastthingtowhatforeigncountry,areknownas"foreign"word,forexample,洋火(thatmatches),seasurface(flour),洋钱(foreigncurrency)andsoon,peoplehadinheritedthegeneyou,whatarethe"foreign"good.YangMandKFCmealis,therefore,"foreignfood"isgood!3.Onedayatalocalwatch,timeisnot,WaiFedupwithalargegroupofpeopleandtolookonthefirstdaylookingatthepeople,infact,nothinginheaven,fix,whichthebirdsWewillgetoverthelookofguano!Haha(Chinesecharacteristics).

2021/5/928Thereasonofsuccess4.ParrotingagoodEverybodysaysthatgood,thatis,KFCandMisspam,butalsoasaforeignfoodtoeatforeignfoodproudmomentasifmusicisthebodyinaforeigncountry,theLokWeizai,,,,LeKenya,,,ThesaddestthingisevenbyforeignerstosellMcDonald'sfoodcalories,andwhichledtotheirobesity,soastoMcDonald'stocourt,beconsideredjunkfood,thepeoplearetoproudtoeatKFCorM,,,pathetic,sad,ignorance,,,,,Ioftensee,publicholidays,thechild'sparentsorgrandfather,grandmother,ledasmallgrandson,granddaughter,cametoM,orKFC,,,,silent,,,,Needtoknow,MandabroadKFCfastfoodisjustanordinary,aswehavepeopleeverydaybuya