The Turnaround Plan of McDonald's: A Long Way to Go
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Case Code: BSTR487 Case Length: 16 Pages Period: 2010-2016 Pub Date: 2016 Teaching Note: Not Available |
Price: Rs.500 Organization: McDonald's Corporation Industry: Restaurants Countries: USA, Global Themes: Turnaround |
Abstract Case Intro 1 Case Intro 2 Excerpts
About McDonald's
The history of McDonald's dates back to the late 1930s, when two brothers, Richard and Maurice McDonald, started a hotdog stand called Airdrome in California. Later, in 1940, they opened a barbeque restaurant in San Bernardino and called it McDonald’s Barbeque. In 1948, they streamlined the business, incorporating new strategies that would enable quick service at low prices. This in turn was expected to help them sell larger volumes. Inspired by the automobile industry, they started to take an assembly line kind of approach to prepare food at the new restaurant. After implementing the new system, they were able to sell hamburgers at 15 cents (earlier they cost 30 cents) and French fries at 10 cents.
In 1953, the McDonald brothers decided to go in for franchising in order to expand their business. In the years that followed, McDonald’s grew from strength to strength and by the mid-1950s, its annual revenues were US$ 350,000. In 1955, the company was incorporated as McDonald's Corporation.
In 1961, the McDonald brothers sold off their business to Raymond Kroc (Kroc), who was managing the franchise operations at McDonald’s. The company reached new heights in terms of growth under Kroc’s leadership....
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