Research paper

Good Job McDonald’s!

Tzu Chao Weng

EAP2, Writer’s Workshop

Heidi Wright

October 5, 2007

Abstract

The topic of this paper is discussing about reasons for success of McDonald’s. McDonald’s can become the largest company in the world because of strategies. There are four strategies to explain how McDonald’s success. The first is that McDonald’s has good operating strategies for providing their food and McDonald’s tries its best to satisfy its customers. The third reason is that McDonald’s uses advertisements correctly. Finally, McDonald’s gives its customers very good experiences.

Good Job! McDonald’s

Thesis: McDonald’s is the very successful company in the world.

I. Introduction

A. Fast food is a part of our live.

B. McDonald’s is the best top company.

C. McDonald’s used correctly strategies that make McDonald’s success.

1. McDonald’s has good operating strategies.

2. McDonald’s satisfies its consumers.

3. McDonald’s uses advertisings.

4. McDonald’s creates good experiences for its customers.

II. Background

A. What is McDonald’s?

1. fast

2. food

B. How does it work?

McDonald’s provides its food to customers at 15 seconds.

C. History

1.Beginnings

a. Dick and Mac McDonald.

b. Chicago

c. 1955

2. Changes over time

The 100^th McDonald’s was opened in 1959.

III. Major Part – Arguments

A. Good operating strategies for providing their food.

1. Giving food very quickly.

McDonald’s gets ready for hot and fresh food.

2. Designing kitchen carefully.

Svoboda (1995) write that “McDonald’s engineering development has carefully designed the layout and equipment for its restaurant” (1995, para.6).

B. Satisfying its consumers.

1. McDonald’s provides different menu in different in countries.

There are rice hamburgers in Taiwan.

2. McDonald’s supplies variety of food in the same county.

McDonald’s now has an extensive menu (McDonald’s, 2001)

C. Advertisements

1. Creating impossible forget jingle to its advertisement.

The Big Mac jingle (Heher, 2007).

2. McDonald’s in everywhere

McDonald’s uses TV, radio, and newspaper to send out its advertisements.

D. Giving customers good experience.

1. Birthday program.

McDonald’s has birthday program for children in Taiwan.

2. McDonald’s pays attention to customers’ feeling.

McDonald’s gives extra food to customers for free, if McDonald’s can not provide food immediately.

E. McDonald’s still helpful in the world.

1. McDonald’s cares money and does not care customers’ health.

2. McDonald’s is a good company

3. McDonald’s had done good things for its social responsibility.

McDonald’s spent millions of dollars raised through World Children's Day (McDonald’s Social Responsibility Report: One Year Global Update, 2003).

4. McDonald’s made its food healthy

McDonald’s changed its cooking oil (Book, 2002).

IV. Conclusion

A. McDonald’s success.

B. Providing food quickly, satisfying its customers, advertisements, and giving good experience to its customers.

C. Became famous cause.

Good Job! McDonald’s

There are many fast food companies such as McDonald’s, Burger King, and Wendy’s. No matter what company it is, fast food has the same characteristic: fast. Also, because of this characteristic, many people eat fast food a lot. Therefore, fast food becomes a part of our life. Of the many fast food companies, McDonald’s is the best top company. When people talk about fast food or want to eat fast food, there will be an “M” in our mind, McDonald’s. According to Svobodo (1995), “A typical McDonald’s restaurant may sever as many as 2,000 people a day” (para. 6). This means there are so many people who buy McDonald’s every day around the world. McDonald’s can be so success because it has good operating strategy, satisfies its customers, has good advertisings, and gives its consumers good experience.

In “McDonald’s” the author tell us that “43 years ago, Ray Kroc (a salesman), supplied milkshake multi-mixers to a drive-in restaurant run by two brothers: Dick and Mac McDonald. Kroc calculated that the restaurant must have been selling over 2000 milkshakes a month. Intrigued to know more about the secret behind the success of the brothers' business, he decided to pay a visit to the restaurant which promised its customers 'Speedee Service'. Amazed, he watched how the staff filled orders of 15-cent hamburgers with fries and shakes every 15 seconds. Kroc saw this as a massive potential and together with the McDonald brothers, set up the first McDonald's restaurant just north of Chicago on 15 April, 1955” (para.3). At first three years McDonald’s had sold over 100 million hamburgers. Also, the 100^th McDonald’s was opened in 1959. Moreover, McDonald’s was become very popular and successful at the other countries such as China, Japan, and Germany (McDonald’s, 2001). Even many people knew McDonald’s has big influence for our health; it still is a successful company in the world.

First, McDonald’s has good operating strategies for providing their food. McDonald’s gives its food to consumers very quickly. Because a McDonald’s may have 60% to 70% of customers take food outside the restaurant (Svoboda, 1995), McDonald’s gets ready for hot and fresh food so that customers can get their food as soon as possible. Moreover, McDonald’s can offer its food so quickly not only because it preparing foods already but also because McDonald’s designing its kitchen carefully. Svoboda (1995) write that “McDonald’s engineering development has carefully designed the layout and equipment for its restaurant” (1995, para.6). The designing can make employees get anything what customers want easily spent a lot of time on the walking. McDonald’s wants to serve as many as customers it can. Thus, in McDonald’s operating strategies, it pays much attention to the time that provides food.

Second, McDonald’s satisfies its consumers. McDonald’s provides different menu in different countries. For example, in my country of Taiwan, we have rice hamburger in McDonald’s restaurant. McDonald’s does not always provide foods of American style. It creates different food in different culture so that customers have many choices. Moreover, McDonald’s supplies variety of food in the same country. In “McDonald’s” the author tell us that “McDonald's now has an extensive menu, ranging from beef and chicken, to vegetarian products, a full range of desserts, and hot and cold drinks to cater for everyone” (2001, para.6). McDonald’s knew each customer has different demand, even though the consumer is a child. McDonald’s provides happy meal to those sweet customers. Therefore, McDonald’s does it best to make each customer can get the food that they want.

Third, everyone can know McDonald’s very well because of its advertisements. McDonald’s usually creates impossible to forget jingle to be its advertisement. The Big Mac jingle “Two all-beef patties, special sauce, lettuce, cheese, pickles, onion on a sesame seed bun” is a good example for McDonald’s advertisement (Heher, 2007). Many people may not remember Pledge of Allegiance very well but they can remember this jingle (Spurlock, 2004). Moreover, we can see and hear advertising of McDonald’s everywhere. McDonald’s sent out its advertisements by many different ways such as TV, radio, and newspaper. Also, McDonald’s usually sponsors sporting events such as Olympic Games. So, we can see its advertisements very often during big sporting events time. McDonald’s puts its logo to everyone’s mind by advertising. Thus, when people think about fast food, McDonald’s is first.

Finally, McDonald’s gives its consumers good experience. McDonald’s has birthday program for its customers. For example, in my country of Taiwan, if a child wants to have a birthday party in the McDonald’s, McDonald’s will draw up a special area for birthday party. Also, it will give birthday cup, cake, and gift to the child. The birthday program usually makes children have a good experience. Furthermore, McDonald’s pays attention to customers’ feeling. For instance, in my country of Taiwan, if a customer can not get the food what he wants immediately, the employee will ask the customer: “would you might wait two minutes or change the other product”. No matter what the customer designs, he can get the other product that he wants for free. McDonald’s knew the experience of customers is very important because if customers have good experience they mean will have good distribution. Therefore, giving customers good experience is the most important thing for McDonald’s.

Opponents of McDonald’s claim that McDonald’s just care how much money it can earn and does not care about its customers’ health. However, this is not truth. In fact, McDonald’s has done good things for its social responsibility. In “McDonald's Social Responsibility Report: One-Year Global Update” the author tell us that “Millions of dollars raised through World Children's Day that will support the distribution of 150,000 dictionaries, 1,300 hearing aids and other health care initiatives for children” (2003, para.6). Therefore, we know McDonald’s still helps children who need help in the world. Moreover, McDonald’s makes its food more healthy. McDonald’s knew its food has high calories; thus, it changed its cook oil that educes trans-fatty acids by 48 percent and saturated fat by 16 percent (Brook, 2002). There are much negative news about McDonald’s. Sometimes, we should check what McDonald’s did for our society and its customers. If we do, we can find out McDonald’s is not so bad as we think.

In conclusion, McDonald’s provides its products as soon as possible and satisfies its customers. Also, McDonald’s knows how to make everyone remember its name and does its best to give its customers good experience. Moreover, McDonald’s is not only a famous company, but also it is a famous cause in the world. Many people research its strategies because they want to make business can success like McDonald’s. Therefore, we can know McDonald’s is a very successful company in the world.

References

Svoboda, S. (1995, March). Cause c: Sustaining McDonald’s environmental success. Pollution Prevention In Corporate Strategy. Retrieved September 25, 2007, from http://www.umich.edu/~nppcpub/resources.

McDonald’s. (2001, August 28). Bbc.co.uk. Retrieved September 25, 2007, from http://www.bbc.co.uk/dna/h2g2.

Brook, O (2002, September 3). McDonald’s health makeover. CBS NEWS. Retrieved September 27, 2007, from http://www.cbsnews.com.

McDonald's Social Responsibility Report: One-Year Global Update. (2003, May 2). CSRwire. Retrieved September 27, 2007, from http://www.csrwire.com/News.

Heher A.M. (2007, August 27). Cause to celebrate: Big Mac turns 40. Daily Egyptian. P.5

Spurlock, M. (Director) (2004). Super Size Me [Motion picture]. (Available from IDP Films, 1133 Broadway, Suite 926, New York, My 10010).