The company has come a long way since the McDonald’s system, Inc purchased the rights from the McDonald brothers for $2.7 million in 1961. McDonald’s has also continued to play with the menu and improve it to suit changing preferences of the customers. The core focus of the system is still customers’ preferences and their convenience.
It has managed a largely uniform system and its success with managing its franchisee system shows high level of synchronisation. While a system nearly fully operated by franchisees can run quickly into operational issues, the case of McDonald’s is different. To remain its customers’ favourite, McDonald’s has kept experimenting and innovating. McDonald’s global chain of restaurants has grown to more than 36,000 restaurants and recently it opened one in Kazakhstan. In the longer term, it aims to manage more than 95% of its restaurants through franchisees. Last year, it re-franchised several of the company owned restaurants. However, at the core of its successful business is a strong business model which is enjoying continuously faster growth. It is known for its great quality food, taste and customer service. McDonald’s is expanding and adding new markets as well as new stores every year.
Apart from strong brand equity, it has an impressive presence globally. Run mainly by its franchisees, it has seen a lot of success worldwide. McDonald’s is the second largest fast food brand of the world based upon number of stores operational worldwide.
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