The success of McDonald’s is the business equivalent of the American Dream. While McDonald’s was not the first franchise business, it has possibly become the premier example of the business model.
So how did the chain grow from a single restaurant into the expansive corporation it is today? It’s not a question that can be answered concisely because McDonald’s is first-class in every segment of its operation. Consistency, innovation and resiliency have been the key to it’s success.
The initial vision of a good hamburger restaurant belonged to Dick and Mac McDonald, the two brothers who opened the first Golden arches hamburger stand in San Bernardino, CA in 1948. But, it was Ray Kroc, a man who sold Multi-mixer machines to the restaurant who was most impressed by the constant traffic around the McDonald brothers’ hamburger stand. Kroc figured out that it was NOT quality alone, but consistency – the ability to become efficient and profitable by doing the same things the same way over and over – that was making the McDonald’s succeed.
Kroc had a vision for a restaurant system that would be famous for providing food of consistently high quality and for its uniform methods of preparation. Kroc’s success was based on his vision to serve burgers, buns, fries, and beverages that tasted the same in Alaska as they did in Alabama.
“Quality, Service, Cleanliness and Value” was Kroc’s motto. His belief in this motto was so strong he went on to found a training school, Hamburger University, in 1961 where the curriculum is based upon the four concepts. Consistency, of course, is the lynchpin of any franchise system and Hamburger University has systematically taught future franchisees how to run a McDonald’s restaurant the way Ray Kroc envisioned since its opening over 50 years ago.
McDonald’s vision is to be the world’s best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, the four pillars established by Kroc
Whether it is introducing the first McDonald’s drive thru or unveiling a new design for its carry-out bags, beverage cups and sandwich boxes, McDonald’s continues to evolve to meet customer’s expectations by focusing on Quality, Service, Cleanliness and Value.
McDonald’s India started it’s journey in India in 1996. It’s Indian arm recently reached a settlement with former partner Vikram Bakshi, acquiring full ownership in their joint venture Connaught Plaza Restaurants Ltd claiming that the company breached the terms of their franchise agreements –How will this decision impact McDonald’s journey in India? Will it at all? How will the brand continue to reinforce ‘Quality, Service, Cleanliness and Value’. An answer we all look forward to finding out.
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