McDonald's in France
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Case Details:
Case Code : MKTG262
Case Length : 19 Pages
Period : 1972-2010
Pub Date : 2011
Teaching Note : Not Available
Organization : McDonald's Corporation
Industry : Fast Food
Countries : France
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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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Excerpts
Background Note
The origins of McDonald's date back to the 1930s, when two brothers Richard
"Dick" J. McDonald and Maurice "Mac" McDonald opened a restaurant called Airdrome in Arcadia, California, that sold hot dogs, tea, and coffee...
McDonald's Entry into France
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The first McDonald's restaurant in France was opened in 1972 at Créteil, near Paris by Raymond Dayan (Dayan), who had acquired exclusive franchise rights from the company. As there was low demand for American fast food chains in France, McDonald's granted a master franchise to Dayan to open 166 stores in the country for a reduced fee...
Expansion
In France, McDonald's boosted its operations by increasing the number of restaurants annually. By 2005, there were over 800 McDonald's outlets in France.
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In 2006, the company's sales in France grew by 8%, almost double the growth compared to that in the US...
McDonald's Experience
Initially in France, McDonald's outlets were similar to their American counterparts and the menu items mostly similar. However, over the years, McDonald's promoted itself in accordance with the tastes of the French customers...
Excerpts Contd...>>
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