McDonald has been a well-known and valuable brand for over half a century. The company’s mission and vision is striving to be the world’s best quick service restaurant and formalizing their beliefs into “People, Vision, and People Promise”. “Quality, Service, Cleanliness and Value” also became the company’s motto. The company’s first McDonald store was built “in 1940 by the original McDonald brothers, Dick and Mac. Later in 1954, Ray Kroc became the first official franchisee appointed by Dick and Mac McDonald in San Bernardino, California” (Chandiramani, Ravi). Soon after, Mr. Kroc opened his first restaurant in Des Plaines, Illinois, and the McDonald’s corporation was created. The new franchise began to grow rapidly as a result of its
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By continually offering different products, however, McDonald’s can be sure to remain on people’s list for a place to eat. Consumers don’t forget the fact that “one can get a lot of value for his/her money with McDonald’s dollar menu” (Hartocollis, Anemona). Furthermore, by offering healthier alternatives, the company is able to enter into new segments and increase their customer base.
The fourth force acting on McDonald’s is “the bargaining power of buyers” (Critser, Greg). This is a very powerful force, since McDonald’s relies on a strong customer base. In order to keep and gain new customers, the company must pay attention to the demands of consumers. With an “onslaught of health books and diets, U.S. Americans are increasingly becoming aware of their health” (Bernstein, Sharon). As a result, consumers are demanding healthier products from the fast food industry. McDonald’s leads the industry by offering salads with organic Newman’s own dressing, as well as changing the oil they cook their fries in to a healthier substitute. In addition, they showcase all the ingredients in their foods in their restaurants and on their website. An example is the removal of the super size option. Since the movie “Super Size Me,” people have taken notice to how bad super sizing is for your health. The fifth and final force affecting the company is the bargaining power of