Digital Transformation at McDonald`s: From Mass Marketing to Mass Personalization

Case Code: ITSY134 Case Length: 14 Pages Period: 2012-2022 Pub Date: 2023 Teaching Note: Available

Price: Rs.400 Organization: McDonald’s Industry: Retailing Countries: United States Themes: Digital Marketing, Information Systems,

Abstract Case Intro 1 Case Intro 2 Excerpts

Background

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..

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