harsh narang
TRANSCRIPT
More than 34,000 restaurants in 119 countries
Founded in 1940 as a Barbecue restaurant operated by Richard & Maurice Donald
McDonald’s CorporationRay Kroc franchised a Hamburger restaurant from the McDonald brothers
CORE VALUES
Expanded to more than 700 U.S. Restaurants
How has McDonald’s grown its Brand equity over the years ?
In 1960s and 1970s Expanded both domestically and internationally Included new iconic items to the menu
In 1965 Introduced Ronald McDonald to target core audience
In 1974
STRUGGLE DURING THE 1990s AND EARLY 2000s Lost focus and direction as it added more than 2000 new restaurants in a year
Growing Competition Panera BreadSubway
New strategies “Plan to win” focused on
providing high quality consumer experience
“Play Book” helped in improving 5Ps
PeopleProducts
PromotionsPricePlace
Allowed local restaurants to adapt to different environments and culture
Added more healthier food option such as premium salads and apple slices
$1 Menu – to target teenagers and lower income consumers
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Different “Zones” for different audience Family Zone Linger ZoneEfficient Zone
2008 – One of the only two companies whose share price rose during worldwide recession
2012 – Record revenues of $27
Billion
New Initiatives McCafe
“I’m Lovin’ It” campaignMcDelivery
DisclaimerCreated by Harsh Narang, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow