Mcdonalds Case Study

General Information on McDonald

McDonald is the largest chain of hamburger fast food restaurants in the world, serving more than 68 million customers daily across 35,000 outlets in 199 countries across the world. It was founded by Richard and Maurice McDonalds as a barbecue restaurant in the United States in 1940. In 1948, Richard and Maurice reorganized their business as a hamburger stand using production line principles, the beginning of the fast-food company, which it is today. In 1955, a businessman called Ray Kroc, joined the company as a franchise agent. The Company’s annual revenues of 27,5 billion US Dollars, resulting from the rent, royalties and fees paid by franchisees and sales in company-operating restaurants within a total

Several alternatives may come to mind, and these from the evoked set. The evoked set can be derived from past experiences or external sources such as advertising, retail display, new stories, online searches and recommendations from service personnel, friends and family.

We are born with a need for certain elements necessary to maintain life such as food, water, air and shelter. These are biogenic needs. In modern society, McDonalds discovered people’s need of spending less time and money for food than they would do in restaurants. Thus, McDonalds has over 35,000 restaurants around the world, you can find it nearly everywhere. It provides in each restaurant the same quality of food, so that people wont be afraid of eating there weather its in a foreign country.

The Multi-attribute Model holds that consumers use product attributes that are important to them, to evaluate and compare alternative offerings of other restaurants in their consideration set. Each attribute has an importance weight. McDonalds provides additional to the cheap and fast service a playground for children. Many families are afraid of going to a restaurant with their children because of improper behaviour of their

In-between is the zone of tolerance.

The adequate service might be characterised by the fast acceptance of order and edition of the food.

Service Encounter

Once the moment of truth has passed the level of contact involved in the service encounter can be specified. The nature of McDonalds being a fast-food restaurant supplies evidence that the service encounter includes high contact, because the consumer is allowed to choose optional between “drive in” or dining in the restaurant. On both ways, the customer is served by a waitress, one more and one less.

Once the customer has decided to go though the drive in the process most likely looks as follows:

1. The customer is looking at the menu, which is shown on a monitor, for what he wants to order

• While the customer waits in line or when he can see the big board with all the food choices on it, he can look for what he want. McDonald's has food from salads to cheeseburgers, so pre-preparation is a must. If the customer has passengers eating with him, he has to ask them what they want and has to make a mental note of