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Mcdonald's Corporation Case Analysis

McDonald’s Corporation Case Analysis
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BUSN 412 Business Policy
July 27, 2008

CASE ANALYSIS
MCDONALD’S CORPORATION
COMPANY NAME: McDonald’s Corporation
INDUSTRY: Fast Food
COMPANY WEB SITE: http://www.McDonald’s.com/corp.html
COMPANY BACKGROUND:
The first McDonald's was built in 1940 by the brothers Dick and Mac McDonald.
In 1954 Ray Kroc became the first franchisee appointed by Mac and Dick McDonald in San
Bernardino, California. The following year, 1955, Kroc opened his first restaurant in Des
Plaines, Illinois and the McDonald’s’ Corporation was created. By 1957 a company motto had
been created; Quality, Service, Cleanliness and Value (Q.S.C. & V.)   In 1961 Kroc bought out
the McDonald brothers for all rights to the McDonald’s’ concept for $2.7 million. That same year
Hamburger University opened in Elk Grove, near Chicago. In 1963, one billion hamburgers were
sold, the 500th student graduated from Hamburger University, Ronald McDonald made his
debut and McDonald’s’ net income exceeded $1 million (McSpotlight, 2005).
In 1965 McDonald’s’ Corporation went public and May 7th of the following year  
McDonald’s’ was listed on the New York stock exchange on the 7th May. 1967 was the year that
the first restaurants outside of the USA opened, which were in Canada and Puerto Rico.   In 1972 while assets exceeded $500 million and sales surpassed $1 billion, a new McDonald’s’ restaurant was opening every day.   The 2,000th restaurant opened in Des Plaines, Illinois and the Quarter Pounder was introduced. All this plus Ray Kroc made a generous $250,000 donation to the 1972 presidential campaign of Richard Nixon “a donation which was perhaps a subject of investigation during the Watergate corruption scandal”) (McSpotlight, 2005). Today “McDonald’s’ is the leading global foodservice retailer with more than 30,000 local restaurants serving 52 million people in more than 100 countries each day. More than 70% of McDonald’s’ restaurants...