Case Study – McDonald’s
Case Study McDonald’s
Worksheet 1- Introduction to McDonald’s
p. 1
Quiz
Which country does McDonald’s come from?
The United States
How big is McDonald’s among the restaurant chains in the world?
The biggest.
Worksheet 1:
Introduction to McDonald’s
The History and Development of McDonald’s
McDonald’s was founded in 1955 by Mr. Ray. A. Kroc. The first McDonald’s was
opened in Illinois. By August 2002, there were more than 30,000 McDonald’s in 121
places and countries all over the world, including Canada, the Caribbean, Europe,
Central and South America, Australia, Japan, Korea, Southeast Asia, even Russia and
China. It has the fastest growth rate in the restaurant industry.
To read the history of McDonald’s, refer to McDonald’s official website:
Worksheet 1- Introduction to McDonald’s
Case Study McDonald’s
p. 2
Setting Up Dates of McDonald’s Outlets in Different Places of the World
1955
Business
started
in
the 1984
Taiwan
United States
1967
Canada
1985
Thailand, Mexico
1971
Japan, Australia, Germany
1986
Turkey
1972
France
1988
South Korea
1973
Sweden
1990
China (Shenzhen SAR), Russia
1974
Britain
1991
Indonesia
1975
Hong Kong
1992
China (Beijing), Poland
1976
New Zealand
1993
Israel
1979
Brazil, Singapore
1994
Saudi Arabia
1981
The Philippines
1995
South Africa
1982
Malaysia
1996
Croatia
Source: 1994 Student Information Packet, McDonald’s Corporation, McD1-1274,
p.38; New York Times, Nov. 12, 1995, and Feb. 5, 1996.
Group Discussion
1.
The growth of McDonald’s is representative of the rapid development of the fast
food industry in recent decades. But what is meant by fast food? What are its
characteristics?
Suggested answers:
Food delivered to the customers within a very short period of time
Customers are either self-served or served over the counter
Products are standardized and simplified
2.
Examine the reasons for the fast global growth of McDonald’s within only a few
decades.
Suggested answers:
Ability to match the fast pace of city life by providing food speedily and meeting
Case Study McDonald’s
Worksheet 1- Introduction to McDonald’s
p. 3
customers’ need to save time on meals
Low prices
Clean, hygienic; consistent food quality
Comfortable restaurant environment; quality service; choices, etc.
3.
McDonald’s needs to adapt to different cultures and conditions when it sets up
business in different parts of the world. What problems might McDonald’s
encounter when it opens outlets in the places listed below?
Countries in Eastern Europe
Economically backward relatively; people have weaker purchasing power.
Some Eastern European countries are politically unstable, which is unfavourable to
investment
Countries in West Asia
Resistance of some Islamic countries to American culture (including food).
Muslims do not eat pork. Some food items need to have their ingredients changed in
order to make adjustment to their religious belief.