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Assignment no.3

On

HMT=565

(Food franchising ---McDonald’s)

Submitted To: Submitted By:-

Mr. Earnest Sir Arun Pathania

Roll No.-RV8901AO4

MBA(TOURISM & Hospitality)

Type Public (NYSE: MCD)

Dow Jones Industrial Average Component

Industry Restaurants

Founded May 15, 1940 in San Bernardino, California;

McDonald's Corporation, April 15, 1955 in Des Plaines, Illinois

Founder (s) Richard and Maurice McDonald McDonald's restaurant concept

Ray Kroc, McDonald's Corporation founder

Headquarters Oak Brook, Illinois, U.S.

Number of locations 32,000+ worldwide

Area served Worldwide

Key people James A. Skinner(Chairman & CEO)

Products Fast food

(hamburgers • chicken • french fries • soft drinks • coffee •

Milkshakes •salads • desserts • breakfast)

Employees 400,000 (2010)

Website McDonalds.com

McDonald

McDonald's is the leading global foodservice retailer with more than 32,000 local restaurants

serving more than 60 million people in 117 countries each day. More than 75% of McDonald's

restaurants worldwide are owned and operated by independent local men and women.

We serve the world some of its favorite foods - World Famous Fries, Big Mac, Quarter Pounder,

Chicken McNuggets and Egg McMuffin.

Our rich history began with our founder, Ray Kroc. The strong foundation that he built continues

today with McDonald's vision and the commitment of our talented executives to keep the shine

on McDonald's Arches for years to come. To read more about McDonald's history, vision and

executives, click on their links in the left menu.

History

McDonald's Logo used from 1968 to 2003. It still exists at some restaurants.

The business began in 1940, with a restaurant opened by brothers Richard and Maurice

McDonald in San Bernardino, California. Their introduction of the "Speedee Service System" in

1948 established the principles of the modern fast-food restaurant. The original mascot of

McDonald's was a man with a chef's hat on top of a hamburger shaped head whose name was

"Speedee." Speedee was eventually replaced with Ronald McDonald by 1967 when the company

first filed a U.S. trademark on a clown shaped man having puffed out costume legs.

McDonald's first filed for a U.S. trademark on the name McDonald's on May 4, 1961, with the

description "Drive-In Restaurant Services," which continues to be renewed through the end of

December 2009. In the same year, on September 13, 1961, the company filed a logo trademark

on an overlapping, double arched "M" symbol. The overlapping double arched "M" symbol logo

was temporarily disfavored by September 6, 1962, when a trademark was filed for a single arch,

shaped over many of the early McDonald's restaurants in the early years. The famous double

arched "M" symbol in use today did not appear until November 18, 1968, when the company

filed a U.S. trademark.

The first McDonald's restaurants opened in the United States, Canada, Costa Rica, Panama,

Japan, the Netherlands, Germany, Australia, France, El Salvador and Sweden, in order of

openings.

The present corporation dates its founding to the opening of a franchised restaurant by Ray Kroc,

in Des Plaines, Illinois, on April 15, 1955,[7] the ninth McDonald's restaurant overall. Kroc later

purchased the McDonald brothers' equity in the company and led its worldwide expansion, and

the company became listed on the public stock markets in 1965.[8] Kroc was also noted for

aggressive business practices, compelling the McDonald brothers to leave the fast food industry.

The McDonald brothers and Kroc feuded over control of the business, as documented in both

Kroc's autobiography and in the McDonald brothers' autobiography. The site of the McDonald

brothers' original restaurant is now a monument.[9]

With the expansion of McDonald's into many international markets, the company has become a

symbol of globalization and the spread of the American way of life. Its prominence has also

made it a frequent topic of public debates about obesity, corporate ethics and consumer

responsibility.

Diversity

“I’m proud of our industry-leading Global Inclusion and Intercultural Management team which

has successfully driven our efforts to have diversity among our employees, franchisees and

suppliers across the globe.” Jan Fields, President, McDonald’s USA

At McDonald’s, we are moving from awareness to action. Our goal is to have people within our

organization working and living to reach their full potential. We believe that leaders hold

themselves accountable for learning about, valuing and respecting individuals on both sides of

the counter. At McDonald's, diversity and inclusion are part of our culture- from the crew room

to the board room, we are working to achieve this goal every day by creating an environment for

everyone to contribute their best.  Our journey to bring our values to life have been documented

in "None Of Us Is As Good As All Of Us" and it is a journey that continues today through our

continued efforts with our employee business networks, diversity education, and our outreach in

diversity communities. 

 

The Global Women’s Initiative

The Global Women’s Initiative is active in all Areas of the World and sponsored by President and Chief Operating Officer, Don Thompson. The Global Women’s Initiative supports the recruitment, development, and advancement

Employee Business Networks

McDonald’s is proud of our employee business networks. The networks are a resource providing education, support, and advocacy on behalf of our employees.Current business networks are:

Education

McDonald’s Intercultural Learning Practice is uniquely designed to promote diversity and create a more inclusive environment. Some workshops McDonald’s offers its employees are as follows:

of women at all levels within McDonald’s while creating a culture where women have the opportunity to succeed and grow.

Asia Pacific Middle East and Africa Women's Leadership Network

European Women's Leadership Network

Canada Women's Leadership Network

Latin America Women's Leadership Network

U.S. Women's Leadership Network

McDonald’s African American Council (MA2C)

Asia-Pacific, Middle-Eastern Employee Business Network (APMEN)

Hispanic Employee Business Network (HEBN)

Women’s Leadership Network (WLN)

McDonald’s Gay, Lesbian, and Allies Network (MGLAN)

Intercultural Learning Lab Asian Career

Development Black Career

Development Hispanic Career

Development Lesbian Gay Career

Development Women’s Career

Development

In The Community

We are proud to support several national, civic diversity and nonprofit organizations, including:

American Indian Scholarship Fund Asia Pacific Islander Scholarship Fund Catalyst Executive Leadership Council Global Summit of Women League of United Latin American Citizens Multicultural Food & Hospitality

Association National Association of Asian American

Professionals National Association for the Advancement

of Colored People National Hispana Leadership Institute National Urban League National Women’s MBA National Council of La Raza Organization of Chinese Americans United Negro College Fund US Business Leadership Network

Awards & Recognition

Executive Leadership Council - Corporate Award and Corporate Executive Award for Don Thompson

Asia Society - Best Company for Promoting Asian Pacific Americans to Develop Workforce Skills

Black Enterprise Magazine - Top 40 Best Companies for Diversity

Working Mother Media - Best Companies for Multicultural Women

Hewitt Associates - 50 Best Employers in Canada

Hispanic Magazine - Top 60 Best Companies for Diversity

Latina Style - Top 10 Companies for Latinas to Work

UK’s Best Workplaces - The Top 50 Places for Women to Work

Women’s Foodservice Forum

Corporate overview

Facts and figures

McDonald's restaurants are found in 119 countries and territories around the world and serve 58

million customers each day. McDonald's operates over 31,000 restaurants worldwide, employing

more than 1.5 million people. The company also operates other restaurant brands, such as Piles

Café.

Focusing on its core brand, McDonald's began divesting itself of other chains it had acquired

during the 1990s. The company owned a majority stake in Chipotle Mexican Grill until October

2006, when McDonald's fully divested from Chipotle through a stock exchange. Until December

2003, it also owned Donatos Pizza. On August 27, 2007, McDonald's sold Boston Market to Sun

Capital Partners.

Types of restaurants

Most standalone McDonald's restaurants offer both counter service and drive-through service,

with indoor and sometimes outdoor seating. Drive-Thru, Auto-Mac, Pay and Drive, or

"McDrive" as it is known in many countries, often has separate stations for placing, paying for,

and picking up orders, though the latter two steps are frequently combined; it was first

introduced in Arizona in 1975, following the lead of other fast-food chains. The first such

restaurant in Britain opened at Fallowfield, Greater Manchester in 1986.

In some countries, "McDrive" locations near highways offer no counter service or seating. In

contrast, locations in high-density city neighborhoods often omit drive-through service. There

are also a few locations, located mostly in downtown districts, that offer Walk-Thru service in

place of Drive-Thru.

Specially themed restaurants also exist, such as the "Solid Gold McDonald's," a 1950s rock-and-

roll–themed restaurant. In Victoria, British Columbia, there is also a McDonald's with a 24-carat

(100%) gold chandelier and similar light fixtures.

To accommodate the current trend for high quality coffee and the popularity of coffee shops in

general, McDonald's introduced McCafé, a café-style accompaniment to McDonald's restaurants

in the style of Starbucks. McCafé is a concept created by McDonald's Australia, starting with

Melbourne in 1993. Today, most McDonald's in Australia have McCafés located within the

existing McDonald's restaurant. In Tasmania, there are McCafés in every store, with the rest of

the states quickly following suit. After upgrading to the new McCafé look and feel, some

Australian stores have noticed up to a 60% increase in sales. As of the end of 2003 there were

over 600 McCafés worldwide.

Some locations are connected to gas stations/convenience stores, while others called McExpress

have limited seating and/or menu or may be located in a shopping mall. Other McDonald's are

located in Wal-Mart stores. McStop is a location targeted at truckers and travelers which may

have services found at truck stops.

Playgrounds

Some McDonald's in suburban areas and certain cities feature large indoor or outdoor

playgrounds. The first PlayPlace with the familiar crawl-tube design with ball pits and slides was

introduced in 1987 in the USA, with many more being constructed soon after. Some PlayPlace

playgrounds have been renovated into "R Gym" areas.

Redesign

In 2006, McDonald's introduced its "Forever Young" brand by redesigning all of their

restaurants, the first major redesign since the 1970s.

The design includes the traditional McDonald's yellow and red colors, but the red is muted to

terra cotta, the yellow was turned golden for a more "sunny" look, and olive and sage green were

also added. To warm up their look, the restaurants have less plastic and more brick and wood,

with modern hanging lights to produce a softer glow. Contemporary art or framed photographs

hang on the walls.

Business model

McDonald's Corporation earns revenue as an investor in properties, a franchiser of restaurants,

and an operator of restaurants. Approximately 15% of McDonald's restaurants are owned and

operated by McDonald's Corporation directly. The remainder is operated by others through a

variety of franchise agreements and joint ventures. The McDonald's Corporation's business

model is slightly different from that of most other fast-food chains. In addition to ordinary

franchise fees and marketing fees, which are calculated as a percentage of sales, McDonald's

may also collect rent, which may also be calculated on the basis of sales. As a condition of many

franchise agreements, which vary by contract, age, country, and location, the Corporation may

own or lease the properties on which McDonald's franchises are located. In most, if not all cases,

the franchisee does not own the location of its restaurants.

The UK business model is different, in that fewer than 30% of restaurants are franchised, with

the majority under the ownership of the company. McDonald's trains its franchisees and others at

Hamburger University in Oak Brook, Illinois.

In other countries, McDonald's restaurants are operated by joint ventures of McDonald's

Corporation and other, local entities or governments.

As a matter of policy, McDonald's does not make direct sales of food or materials to franchisees,

instead organizing the supply of food and materials to restaurants through approved third party

logistics operators.

According to Fast Food Nation by Eric Schlosser (2001), nearly one in eight workers in the U.S.

have at some time been employed by McDonald's. (According to a news piece on Fox News this

figure is one in ten.) The book also states that McDonald's is the largest private operator of

playgrounds in the U.S., as well as the single largest purchaser of beef, pork, potatoes, and

apples. The selection of meats McDonald's uses varies with the culture of the host country.

This is a listing of countries with McDonald's franchises. McDonald's is the largest chain of fast

food restaurants in the world. It has a total of more than 31,000 outlets worldwide

Shareholder dividends

McDonald's has increased shareholder dividends for 25 consecutive years, making it one of the

S&P 500 Dividend Aristocrats

Legal cases

McDonald's has been involved in a number of lawsuits and other legal cases, most of which

involved trademark disputes. The company has threatened many food businesses with legal

action unless they drop the Mc or Mac from their trading name. In one noteworthy case,

McDonald's sued a Scottish café owner called McDonald, even though the business in question

dated back over a century (Sheriff Court Glasgow and Strathkelvin, November 21, 1952). On

September 8, 2009, McDonald's Malaysian operations lost a lawsuit to prevent another restaurant

calling itself McCurry. McDonald's lost in an appeal to Malaysia's highest court, the Federal

Court.

It has also filed numerous defamation suits. For example, in the McLibel case, McDonald's sued

two activists for distributing pamphlets attacking its environmental, labor and health records.

After the longest trial in UK legal history, the judge found that some claims in the pamphlet were

untrue and therefore libellous. The company, however, had asserted that all claims in the

pamphlet were untrue, essentially obliging the judge to publicly rule on each one.

Embarrassingly for the company, several of the specific allegations were upheld.

McDonald's has defended itself in several cases involving workers' rights. In 2001 the company

was fined £12,400 by British magistrates for illegally employing and over-working child labor in

one of its London restaurants. This is thought to be one of the largest fines imposed on a

company for breaking laws relating to child working conditions (R v 2002 EWCA Crim 1094).

In April 2007 in Perth, Western Australia, McDonald's pleaded guilty to five charges relating to

the employment of children under 15 in one of its outlets and was fined AU$8,000.

Possibly the most infamous legal case involving McDonald's was the 1994 decision in The

McDonald's Coffee Case where Stella Liebeck suffered third-degree burns after spilling a fresh

cup of McDonald's coffee on herself.

In a McDonald's American Idol figurine promotion, the figurine that represents "New Wave

Nigel" wears something that closely resembles Devo’s Energy Dome, which was featured on the

band's album cover, Freedom of Choice. In addition to the figurine's image, it also plays a tune

that appears to be an altered version of Devo's song "Doctor Detroit." Devo copyrighted and

trademarked the Energy Dome and is taking legal action against McDonald's.

Products

A McDonald's Big Mac combo meal served with French fries and Coca-Cola.

McDonald's predominantly sells hamburgers, various types of chicken sandwiches and products,

French fries, soft drinks, breakfast items, and desserts. In most markets, McDonald's offers

salads and vegetarian items, wraps and other localized fare. Portugal is the only country with

McDonald's restaurants serving soup. This local deviation from the standard menu is a

characteristic for which the chain is particularly known, and one which is employed either to

abide by regional food taboos (such as the religious prohibition of beef consumption in India) or

to make available foods with which the regional market is more familiar (such as the sale of

McRice in Indonesia).

Headquarters

McDonald's Plaza, the headquarters of McDonald's

The McDonald's headquarters complex, McDonald's Plaza, is located in Oak Brook, Illinois. It

sits on the site of the former headquarters and stabling area of Paul Butler, the founder of Oak

Brook. McDonald's moved into the Oak Brook facility from an office within the Chicago Loop

in 1971.

Advertising

McDonald's has for decades maintained an extensive advertising campaign. In addition to the

usual media (television, radio, and newspaper), the company makes significant use of billboards

and signage, sponsors sporting events ranging from Little League to the Olympic Games, and

makes coolers of orange drink with their logo available for local events of all kinds. Nonetheless,

television has always played a central role in the company's advertising strategy.

To date, McDonald's has used 23 different slogans in United States advertising, as well as a few

other slogans for select countries and regions. At times, it has run into trouble with its

campaigns.

Children's advertising

Ronald McDonald and McDonald land

Global operations

List of countries with McDonald's franchises

McDonald's has become emblematic of globalization, sometimes referred to as the

"McDonaldization" of society. The Economist newspaper uses the "Big Mac Index": the

comparison of a Big Mac's cost in various world currencies can be used to informally judge these

currencies' purchasing power parity. Scandinavian countries lead the Big Mac Index with four of

the five most expensive Big Mac's. Norway has the most expensive Big Mac in the world as of

July 2008, whiles the country with the least expensive Big Mac is Malaysia.

Thomas Friedman once said that no country with a McDonald's had gone to war with another.

However, the "Golden Arches Theory of Conflict Prevention" is not strictly true. Exceptions are

the 1989 United States invasion of Panama, NATO's bombing of Serbia in 1999, the 2006

Lebanon War, and the 2008 South Ossetia war.

Some observers have suggested that the company should be given credit for increasing the

standard of service in markets that it enters. A group of anthropologists in a study entitled

Golden Arches East[ looked at the impact McDonald's had on East Asia, and Hong Kong in

particular. When it opened in Hong Kong in 1975, McDonald's was the first restaurant to

consistently offer clean restrooms, driving customers to demand the same of other restaurants

and institutions. McDonald's have recently taken to partnering up with Sinopec, the second

largest oil company in the People's Republic of China, as it begins to take advantage of the

country's growing use of personal vehicles by opening numerous drive-thru restaurants.

McDonald's reached a deal with the French fine arts museum, the Louvre, to open a McDonald's

restaurant and McCafé on its premises, by their underground entrance, in November 2009

Requirements to Open a McDonald’s Franchise

McDonalds Franchise Costs

What are the requirements to open a McDonald's franchise? If you qualify to open a McDonald's

franchise and are willing to invest your time and money it can be a very financially rewarding

and life-changing experience.

Facts about the McDonald's Franchise System

McDonald's has been a franchising company since 1955 and has relied on its franchisees to play

a major role in the system's success. McDonald's remains committed to franchising as a

predominant way of doing business. Today, the McDonald's franchise is the leading global

foodservice retailer with more than 30,000 restaurants, located in more than 100 countries.

If you are considering buying a McDonald's franchise you will most likely buy an existing

franchise restaurant. Most franchisees enter the system by purchasing an existing restaurant,

either from McDonald's or from a McDonald's franchisee. A very small number of new operators

enter the system by purchasing a new restaurant.

Financial Requirements and Start-Up Costs to Open a McDonald's

An initial down payment is required when you purchase a new restaurant (40% of the total cost)

or an existing restaurant (25% of the total cost). The down payment must come from non-

borrowed personal resources, which include cash on hand; securities, bonds, and debentures;

vested profit sharing (net of taxes); and business or real estate equity, exclusive of your personal

residence.

Since the total cost varies from restaurant to restaurant, the minimum amount for a down

payment will vary. Generally, you need a minimum of $300,000 of non-borrowed personal

resources to be considered to open a McDonald's franchise. Individuals with additional funds

may be better prepared for additional or multi-restaurant opportunities which McDOnald's

encourages.

Other Requirements to Open a McDonald's

Significant business experience - Individuals who have demonstrated successful

ownership or management of multiple business units or have managed multiple

departments.

Rapid growth - Individuals who possess the capability to grow rapidly with McDonald's.

Business plan - The ability to develop and execute a business plan.

Manage finances well - Ability to manage finances including a thorough understanding of

business financial statements.

Good management skills - Commitment to personally manage the day-to-day operations

of the restaurant business.

Training - Willingness to complete a comprehensive world class training program and

become proficient in all aspects of operating a McDonald's restaurant business.

Exceptional customer experience - The capability to effectively manage an organization

that recruits, trains, and motivates restaurant employees who deliver an exceptional

customer experience.

Good credit history - An acceptable credit history

Ongoing Fees to McDonald's

During the term of the franchise, you pay McDonald’s the following fees:

Service fee- A monthly fee based upon the restaurant’s sales performance (currently a

service fee of 4.0% of monthly sales).

Rent - A monthly base rent or percentage rent that is a percentage of monthly sales.

McDonald's usually owns the property and also acts as the landlord.

McDonalds Franchise

You will need a minimum of $300,000 in non-borrowed, personal resources to be considered for

a franchise. Most Owner/Operators enter the System by purchasing an existing restaurant

directly from McDonald’s or from a McDonald's Owner/Operator. A small number of new

operators choose to purchase a new facility, but that requires an initial down payment of 40% as

opposed to 25% for an existing restaurant. Intensive training addresses all aspects of operating a

McDonald's restaurant. While McDonald’s does not offer financing, McDonald’s

Owner/Operators have access to the company’s established lender relationships with some of the

lowest lending rates in the industry.

McDonald's Franchise Review

In 1954, Ray Kroc mortgaged his home and invested his entire life savings to become the

exclusive distributor of the Multimixer, a milk-shake maker. When the 52-year-old heard that the

McDonald's hamburger stand in California was running eight Multimixers at a time, he paid

them a visit and pitched the idea of opening up several restaurants to the owners, Dick and Mac

McDonald, hoping to sell eight of his Multimixers to each one. They struck a different deal, and

Ray Kroc opened the first McDonald’s restaurant in 1955. In 1965 McDonald's went public and

today is the leading global foodservice retailer with more than 30,000 restaurants, located in

more than 100 countries.

Background and Benefits

Who doesn’t know the menu by heart and every jingle ever written? The business model works,

and with national and international advertising, McDonald’s Corporation manages to serve 27

million Americans everyday. But while owning a McDonald's restaurant is a tremendous

opportunity, the company is seeking individuals with significant business experience who have

successfully owned or managed multiple business units and have significant financial resources.

McDonald's Corporation claims they are about growing business, making money, and having

fun, and only the serious entrepreneur need apply.

How Much does a McDonald's Franchise Cost?

It takes a lot of potatoes to make these fries so come prepared. You will need a minimum of

$300,000 in non-borrowed, personal resources to be considered for a franchise. Most

Owner/Operators enter the System by purchasing an existing restaurant directly from

McDonald’s or from a McDonald's Owner/Operator. A small number of new operators choose to

purchase a new facility, but that requires an initial down payment of 40% as opposed to 25% for

an existing restaurant. Intensive training addresses all aspects of operating a McDonald's

restaurant. While McDonald’s does not offer financing, McDonald’s Owner/Operators have

access to the company’s established lender relationships with some of the lowest lending rates in

the industry.

What We Like

McDonald’s provides hands on training and the materials you need to become a success. With

world-class training, world-class service, world-class support, and unsurpassed name

recognition, McDonald’s is a sure winner for franchisees seeking a serious “all-in” franchising

opportunity with guaranteed community presence and predictable profits. All this and they still

serve a shake so thick you need a spoon.

Pros

Special Incentive Programs -MinorityFran Participant

Recession Proof Market - McDonald's serves more than 27 million individuals daily

according to 2007 statistics.

World Class Training - McDonald's is recognized as a premier franchising company

around the world. Training is required prior to becoming an owner/operator.

Cons

Cost - McDonald's does not provide financing or assistance other than the special

incentives for minorities.

No Absenteeism - McDonald's franchises are open only to individuals who are involved

with the day-to-day operations of the restaurants-no absenteeism allowed.

McDonald's Franchise Information

Business Established: 1955

Franchising Since: 1955

Total Investment: $511,000 to $1,000,500

Benefit of brand recognition in a franchise business

United with a franchise model, a strong branding can help to convince a buyer to your favour

when choosing between a brand popular franchise or an unbranded option. This only works as

long as a positive message is looked after across the franchise network regarding the brand

reputation to ensure that prospective buyers possess a favourable outlook of your business

regarding probable value of products or services provided. Generally, consumers ought to feel

comfortable to try any franchised outlet in the awareness that their expectations should be met

about that brands excellence and service, even when they have not up to that time been to that

outlet. The brands repute provides them self-assurance.

Disadvantages of brand name recognition in a franchise business

It is worth considering that if an isolated shop delivers inadequate service then this can tarnish

the whole network in the buyers mind. In these days of collective networks and open online

discussion, poor service can expand like wildfire. A broadly advertised Youtube video detailing

a particular airlines inferior treatment of a travelling artists guitar demonstrates the ability of this

direct communication and the impact it might have on a brand name. While the video was

probably very funny for the 8 million odd people that saw it, the stocks in the air carrier bombed

10% once this film was released costing the company $180 million and inestimably more in lost

customer loyalty. Just one example of how an isolated occurrence could provide exceedingly

costly to an entire network.

Consequently what does this mean to me?

When thinking about franchise business opportunities, looking at the businesses brand history

could be something you would do well to consider. What do shoppers think about the brand?

What's being said online in discussion boards and social networks? Though it is clearly advisable

to adopt a well balanced view (as displeasure can often be articulated considerably more noisily

than satisfaction), these elements can make a difference when determining where to put your

hard earned cash. It's worth remembering however that no one expects perfection, although they

do demand wrongs to be made good swiftly and effectively.

Thoroughly measured, the branding of a franchise business may be of significant benefit,

provides belief and attracts purchasers. Simply ensure you're properly knowledgeable of what is

being understood regarding the branded company and how the franchisor handles bad media.

Bibliography:-

http://franchises.about.com/od/mostpopularfranchises/a/mcdonaldscosts.html

http://en.wikipedia.org/wiki/McDonald

http://franchises.about.com/od/mostpopularfranchises/a/mcdonaldscosts.html

http://franchises.about.com/od/fastfoo1/fr/mcdonalds.htm

http://franchises.about.com/od/choosingafranchise/tp/popular-food-franchise-costs.htm