McDonalds: Hamburgers or Service?

Essay by KortEvanUniversity, Bachelor'sA+, October 2005

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McDonald's Corporation is the world's leading food service organization. The corporation started out as a small drive-through in 1948 by two brothers, Dick and Mac McDonald. Throughout the past three decades they have simply been a hamburger and fries restaurant. Growing customer wants and needs along with increased competition has forced them to alter and improve their menu to better fit the environment. Factors such as growing competition and consumers becoming more health conscious have forced them to continually update the menu. Today, many people live busy lives and place great importance on convenience when buying and paying for goods and services. McDonald's developed its future scenarios around three strategies - customer convenience, customer value, and optimal operations. More than ever, McDonalds is focused on and committed to doing the right thing for the local communities in which the company operates and for the customers it serves.

Around the world they are supporting the customer's balanced, active lifestyle goals, fostering development and inclusion in the workforce, and seeking to conserve natural resources and reduce waste.

They give back to the communities through support for Ronald McDonald House Charities (RMHC), local RMHC Chapters, and other children's programs. McDonald's is also actively engaged in promoting socially responsible practices in supplier's operations.

They continue to strive to learn and serve the customers and surrounding communities.

McDonald's lines of services that the franchisers produce are:

-Supporting a balance & active lifestyle: Maintaining standards of quality and safety for any customer's personal eating styles; serving a variety of nutritious and high-quality items and portion sizes; providing nutrition information; educating a balance diet and physical activity; supporting local and major sports.

-Supporting environment: Regular litter patrols of the restaurant areas; supporting local clean-up days with free meals to volunteers; reducing the amount of materials used;...