Mcdonalds Corporation: The History Of Mcdonald's Corporation

McDonald’s corporation is the largest fast food hamburger chain in the world serving more than fifty eight million customers daily. The well known business began in 1940, with a restaurant opened by brothers Richard and Maurice McDonald at 1398 North E Street at West 14th street in San Bernardino, California. Their introduction of the “speedee service system” in 1948 established the principles of a well known fast food restaurant. The original mascot of McDonalds was a chef hat on top of a hamburger who was referred to as “speedee”. In 1962, the Golden Arches was introduced replacing Speedee as the universal mascot. The symbol, Ronald was introduced in 1965. The clown Ronald appeared in advertising to attract the target audience of children.

Burger king was founded in 1953 in Jacksonville, Florida as Insta-Burger King by Keith J. Kramer and his wife’s uncle, Matthew Burns. Their first few stores were made around the central point of a piece of equipment known as the Insta-Broiler, which was very effective when making burgers. This piece of equipment proved so successful that as they expanded through franchising, they required all their franchises to carry this device. While still in Jacksonville, McLamore and David R. Edgerton, both alumni of the Cornell University school of Hotel Administration, were seeking an opportunity to open their own business. McLamore after visiting the original hamburger stand belonging to Dick and Mac McDonald in San Bernardino, California, sensed potential in their innovative assembly line-based production system, decided to open a similar operation. McLamore and Edgerton acquired a license to operate an Insta-Burger King franchise and opened their first location on the 4th of December, 1954 at 3090 NW 36th street in Miami. By 1959, the business had spread to numerous locations and the business was starting to grow at a rapid

The marketing mix therefore defines strategies and tactics a business uses to reach target customers. McDonalds has corporate standards that its marketing mix applies globally. The company also uses some variations of its marketing mix to suit the local conditions of the markets. An example is where McDonald’s promotion focuses on print media in countries where such media is most popular. The company’s effectiveness in implementing its marketing mix contributes to the leading performance of the McDonalds brand and business in the international fast food restaurant