AI on the Menu: Accelerating McDonald`s Quest for Scale and Speed

Case Code: ITSY147 Case Length: 15 Pages Period: - Pub Date: 2025 Teaching Note: Available

Price: Rs.400 Organization: McDonald’s Corporation Industry: Food & Beverage Countries: United States Themes: Artificial Intelligence, Digital Transformation, Innovation,Collaboration

Abstract Case Intro 1 Case Intro 2 Excerpts

Background Note

In 1940, Dick and Mac started a small fast food joint called McDonald’s Barbeque (later shortened to McDonald’s) in San Bernardino, California. In 1948, they decided to streamline their operations and focus on quality. They introduced a unique concept called the “Speedee Service System” that ensured the delivery of customer orders for a limited menu – including fifteen cent hamburgers, shakes, and fries – in the lowest possible time. This marked the launch of the fast food restaurant concept. The unique concept was a runaway success and the brothers began franchising their concept in 1953..

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