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Mcdonalds brief history
Importance of a good mission statement
Fast food leadership style
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Organizations cannot function successfully with having a solid Mission, Vision and Values. Although this can be said in any type of organization, it is especially true for fast food restaurants that come in different types and styles and along with that, each has their own Mission, Vision and Values that they follow. Three fast food restaurants that are leaders in their industry are McDonalds, Sonic and Chic-Fil-a. All of these restaurant’s Mission, Vision and Values most represent that restaurant and how they do business in their market. Brief History Each of these restaurants has a long lasting reputation that stems from years of service to the community. Starting with the oldest and possibly the most recognized restaurant is McDonalds. According to Cady, Wheeler, DeWolf, and Brodke, (2011) the mission statement is used to let people know why the company is exist. According to McDonalds (2016) the mission of the restaurant is to be the favorite place for their customers to eat and drink. They are dedicated to the employees and the positive effect on the community. The have touched a few important parts in just a few sentences with their mission statement employees, customer and community. The Golden Arches are a household name and it appears what they have in their mission statement is working. Sonic’s mission statement rest on the restaurant’s legacy of the perfect drive in. According to My SONIC (2015) they are the largest chain of drive-ins servicing customers and communities all over with their wide variety of menu items and their car hop service. Their mission statement is rather simple and they just want to be the best and grow as communities grow. Chic-fil-a differs from the others in regards of a mission, statement according to Chick-fil-a (2015) they utilize a purpose statement and the purpose statement establishes why the restaurant is here and what they are here to do. The organization values its employees, customers and communities much like the other two restaurants. The purpose of the restaurant is to serve the people in the best way possible. Having great customer service and moving forward according to core values.
A mission statement express the core purpose of an organization and its reason for existence. Mission statements are vital to an organization because they communicate and set the foundation of the purpose of their existence. They shape the attitudes and behaviors of the members of the organization and the perceptions of the public (Hess, 67).
An article discussing the importance of a mission statement states that a mission statements’ job is to outline the organization’s unique purpose and establish the basis of its values and traits, as well as describe the attitude that is to be expected of those a part of the organization. Furthermore, this philosophical foundation sets the “tone” for physical actions, meaning that the content of the mission statement can determine the behavior of personnel (Hitt & Ireland, 1992).
Ben & Jerry’s Ice Cream was founded on the corporate concept of linked prosperity, interrelating a three-part mission statement to focus their company’s growth. Their mission statement, which covers their product, economic and social goals, focuses both the leadership and the workforce on their key values. These values include staying in touch with the customer base, using quality ingredients, maintaining profitability and maintaining social awareness and accountability.
A mission statement is a powerful message that companies or organizations set to be the focus and reason behind why or how they manage things. They are used to help their potential members, employees, or buyers understand their passion. It is of great importance that the mission statement is upheld or it becomes ineffective. These statements are written differently, but they are used for the common objective. The mission statement at Spring Hill College is a well written statement that uses effective style, has a clear focus, and can be interpreted by a varying audience.
Mission and Vision Statements The mission statement of JPMorgan Chase & Co is “to be the best financial services company in the world” ("JPMorgan," 2013). According to its website, it states, “At JPMorgan Chase & Co, we want to be the best financial services company in the world. Because of our great heritage and excellent platform, we believe this is within our reach” is the company’s vision statement ("JPMorgan," 2013). This vision statement effectively communicates JPMorgan Chase & Co values, purpose, identity, and primary business goals.
The mission statement provides Monster Beverage Corp. With the information needed for the company’s vision. It answers the following questions:
Every company has to have a business mission statement. This a set standard that a company abides by that makes their company unique.
From just one restaurant in San Bernadino, California, run by two brothers, McDonald’s has grown to become the best known and most popular fast food restaurant chain in the world.
Everyone has heard of McDonald’s, but where did this familiar name come from? When people think of American food, it is not uncommon for two golden arches to appear in their minds. This story began with two brothers Dick and Mac McDonald who owned and ran a small restaurant in San Bernardino, California during the 1940s. In 1954 a man named Ray Kroc came across these two brothers while selling multi-mixers and was impressed with the business they were running. The menu was compact, listing options for only a few burgers, fries and beverages, but the restaurant was effective in its operation. Ray Kroc pitched the idea of spreading McDonald’s restaurants across the United States and in 1955 he founded the McDonald’s Corporation. By 1960 he bought the exclusive rights to the name. Kroc was able to expand substantially on this small business so that by 1958 McDonald’s sold its 100 millionth hamburger. (“McDonald’s.com”)
Beginning with one restaurant, Sonic has become the largest drive-in chain in the United States. While they are smaller than their competitors, they are still leading in sales growth, customer loyalty and customer satisfaction. Sonic restaurants saturate the southern U.S. This gives them the opportunity to expand to other area. However, Sonic is reluctant due to the colder climates and their basis as a drive-in restaurant. Sonic should look at adding or combining capabilities to it’s restaurants to increase competitiveness and make it easier for them to expand into other areas without limiting themselves.
McDonald's also focuses on the perception of value within it line of products and therefore takes care to price its menu items accordingly. Different products are priced differently depending on which target audience those items appeal to most. An extensive value menu is an essential part of any fast-food menu in recent years. The prices and products within the value menu can prove to be areas that will make or break a fast-food companies' year depending on the competitions value menus.
McDonald’s vision statement can be said that it wants to be the world’s best quick service restaurant experience. Being the best for McDonald’s means that it needs to provide the best of the quality of food products, services, and cleanliness and value so that it can make everyone of its customer smile (Schmitt and et.al, 2011). A vision statement of the company is an idea for how business can be eventually perceived and what actions it will be taking for coming 5, 10 or 15 years for i...
The McDonald's Corporation is the largest chain of fast food restaurants in the world. It is franchised in over 119 countries and serves an average of 68 million customers daily. The company started in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald in the United States. They reorganized their business as a hamburger stand in 1948. In 1955, Businessman Ray Kroc joined the company as a franchise agent. He purchased the chain from the McDonald brothers and oversaw its global-wide growth (McDonald’s 2014).
McDonalds objectives are to reverse the decline of sales, to continue staying ahead of the competition in the fast food industry and to find new strategies that would help the restaurant successfully compete in the a fiercely competitive market.
McDonalds provide high quality products, such as burgers, fries, drinks, muffins, etc, which are safe and reliable that it does what it is supposed to do, but not only does the quality of the products matter, the good value for money affects the business. E.g. buy one extra value meal and get one free with a food voucher that represents the offer only. They ensure that a high standard of the product is carried out at all times and they try to compete very competitively with other fast food businesses with their good value for money. Also a customer would know if the product is good value for money by checking in another food outlet like KFC for their services and products.