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The 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. WikiMiniAtlas Their introduction of the Speedee Service System, in 1948 furthered the principles of the modern fast food restaurant the White Castle hamburger chain had already put into practice more than two decades earlier. The original mascot of McDonald’s was a man with a chef’s hat on top of a hamburger shaped head whose name was Speedee. Speedee was eventually replaced with Ronald McDonald by 1967 when the company first filed a U.S. trademark on a clown shaped man having puffed out costume legs.

In 1954 Ray Kroc was surprise by a huge order of 8 multi mixers in San Bernardino, California. There he found a small but successful restaurant run by brothers Dick and Mac McDonald, and was stunned by the effectiveness of their operation. They produced a limited menu, concentrating on just a few items: burgers, fries and beverages, which allowed them to focus on quality at every step.

Kroc pitched his vision of creating McDonalds restaurants all over the U.S to the brothers. In 1955 he founded McDonald’s cooperation, and five years later bought the exclusive rights to the McDonalds name. By 1958, McDonald had sold its 100 millionth hamburger.

Many of McDonald’s most famous menu items, like the Big Mac, Filet O Fish and the Egg McMuffin, were created by franchisees. At the same time, the McDonalds operating system insisted franchisees follow the core McDonalds principles of quality, service, cleanliness and value.


To report about the McDonalds Corporation. McDonalds serves 69 million customers every day in 118 countries and employs 1.8 million people across the globe in corporate and restaurant position. In July 2012, Thompson became President and C.E.O and is leading the company on its mission to become “our customers’ favorite place and way to eat and drink. Reason for writing the report is to investigate the strategic objectives, style of leadership in place, ways of managing resources, HRM procedures for recruitment and marketing strategies.


Gathered information throughout the internet.


STRATEGIC OBJECTIVES: To successfully communicate their new healthy alternatives.

To introduce healthier menus, and promote their new initiatives to new potential customers. Create a smooth transition when trying to increase positive attitude towards the healthier new alternatives. Opinion action: to have the customers who are fond of the changes spread the word. Behavior: To change the behavior of existing customers to also buy the new options, and to attract new customers who are interested in the new products. Serve good food in a friendly and fun environment.

To provide good return to its shareholders and to provide its customers with food of a high standard, quick service and value for money. To improve social and environmental performance.

To work hard with their suppliers and independent restaurant franchisees, to strive towards a sustainable future, for their company and their communities in which they operate.