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1940 - McDonald’s is founded by Dick and Mac McDonald in San Bernardino, California.
1948 - First steps were taken to implement their Speedee Service System by reducing menu items and focusing on low cost.
2003 - First global ad campaign, “I'm lovin’ it,” launched in Munich, Germany.
2020 - Move toward sustainability opening the first net-zero location in Walt Disney World Resort.

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Vision - “We serve delicious food people feel good about eating, with convenient locations and hours and affordable prices, and by working hard to offer the speed, choice, and personalization our customers expect.”

Mission - “To make delicious feel-good moments easy for everyone. This is how we uniquely feed and foster communities.”

Values - “Our values are the filter through which all business decisions are made because actions are bigger than words. Our main five are serve, inclusion, integrity, community, and family.”

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Political, Economical, Socio-cultural, Technological, Environmental, & Legal

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International expansion began in 1967 into markets similar to the United States

In the 1970’s expansion began into exotic markets such as Asia and the European continent

Mcdonald’s Global Strategy: think global, act local

Since its initial globalization Mcdonalds now has 40,275 operational locations.

In 2007 they derived 60% of its profits from international locations

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Culture
Competition
Marketing

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Franchise Disputes

With McDonald’s ramped-up international growth strategy (1900 new locations this year), the company is seeking more control over the franchise operators

Demanded restaurant remodels with 50% of the cost placed on the operators

Increased surprise inspections

The changed decision-making process to be more top-down with less consensus-building with franchise operators

High Turnover

130% employee turnover rate

Harassment Scandals
Poor Customer Service

Ranked last in fast food restaurants on the American Customer Satisfaction Index (score of 68, which is down 2% from the previous year)

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Fierce Competition in Fast Food Industry

100s of alternatives in Athens alone…

Starbucks, Yum, and Chipotle are biggest competitors

Low price, technology, delivery services, health trends, convenience drive competition

Fast Casual Concept

Higher price than typical fast food

Encourages patrons to linger

High Tech

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Outdated Marketing Strategies

Fails to adapt with changing customer preferences

Failed to evolve marketing tactics to satisfy customer demand

Not efficiently using resources to reach the customer segment

Suggestion: Revamp the Mascot Speedee!
The original mascot on the left to the current one in the middle and my groups creation of the new McDonald's mascot!