The McDonald's Turnaround Story
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
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BSTR142 |
Electronic Format: Rs.
500;
Courier (within India):Rs. 25 Extra
ThemesCorporate Turnaround |
| Case Length |
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17 Pages |
| Period |
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1999-2004 |
| Organization |
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McDonald's |
| Pub Date |
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2004 |
| Teaching Note |
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Available |
| Countries
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U.S.A |
| Industry |
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Fast-Food |
Abstract:
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The case gives a comprehensive account of the decline of McDonald's in the 1990s, and the events that led to the company's eventual turnaround in the early 2000s. McDonald's is the leading fast food chain in the world. Set up as a small drive-in joint in 1937, the company developed a highly successful system of franchising in the 1950s to expand across the US and later, around the world. The USP
of McDonald's was cheap fast food, and the company's signature product, the Big
Mac hamburger was considered an American icon. However, in the late 1980s and
1990s, the company's growth began to taper off. Analysts attributed this to a
growing interest in a healthier lifestyle among people, which made them shun
fat-laden fast food, and also increasing competition.
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By the late 1990s and the first two years of the early 2000s, the company's profits had decreased drastically. In January 2003, McDonald's posted its first quarterly loss since it went public in 1965. In 2003, under the leadership of Jim Cantalupo, the company announced a turnaround plan aimed to restore the company's tarnished image and crumbling operations. By mid-2004, it was generally acknowledged that McDonald's had turned around.
Issues:
» To analyze the reasons behind the decline of the leader in the fast food industry
» To examine the events that led to the turnaround of the company
» To study the nature of and trends in the US fast food industry
» To understand the challenges faced by fast food companies in the 2000s and the steps that they were taking to meet these challenges
» To study the future of the fast food industry, considering the changing trends and preferences of the people
Contents:
Keywords:
McDonald's, Turnaround, Jack Greenberg, Jim Cantalupo, 'Great American Meal', Wendy's, Burger King, 'Mystery Shoppers', Advertising Campaigns, "I'm lovin' it" Campaign, Fast Food Industry, Yum Brands, Chipotle, Fazoli's and Donatos Pizzeria.
The McDonald's Turnaround Story
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