Speedee Service System
(The beginning of mac)
"The McDonalds fired all their carhops in 1948, closed their restaurant, installed larger grills, and reopened three months later with a radically new method of preparing food. It was designed to increase the speed, lower prices, and raise volume of sales. They got rid of everything that had to be eaten with a knife, spoon, or fork. The only sandwiches now sold were hamburgers or cheeseburgers. The brothers got rid of their dishes and glassware, replacing them with paper cups, paper bags, and paper plates. They divided the food preparation into separate tasks performed by different workers. For the first time, the guiding principles of factory assembly line were applied to a commercial kitchen. The new division of labor meant that a worker only had to be taught how to perform one task. The McDonalds brothers’ Speedee Service System revolutionized the restaurant business." (Schlosser, 2)
"Richard McDonald designed a new building for the restaurant, hoping to make it easy to spot from the road. He came up with a design that was simple, memorable, and archetypal. On two sides of the roof he put golden arches, lit by neon at night, that from a distance formed the letter M." (Schlosser, 2)
"The Speedee service system got off to a rocky start. Customers pulled up to their restaurant, wondering what had happened to the carhops, still expecting to be served. People were not yet accustomed to waiting in line and getting their own food. Within a few weeks, however, the new system gained acceptance, as word spread about low prices and good hamburgers. Families soon lined up to eat at McDonald’s: 'Working-class families could finally afford to feed their kids restaurant food.'"(Schlosser, 2)
"Richard McDonald designed a new building for the restaurant, hoping to make it easy to spot from the road. He came up with a design that was simple, memorable, and archetypal. On two sides of the roof he put golden arches, lit by neon at night, that from a distance formed the letter M." (Schlosser, 2)
"The Speedee service system got off to a rocky start. Customers pulled up to their restaurant, wondering what had happened to the carhops, still expecting to be served. People were not yet accustomed to waiting in line and getting their own food. Within a few weeks, however, the new system gained acceptance, as word spread about low prices and good hamburgers. Families soon lined up to eat at McDonald’s: 'Working-class families could finally afford to feed their kids restaurant food.'"(Schlosser, 2)
McDonald's Marketing Strategies
McDonald's success comes from theses 5 marketing strategies: (Dhavale)
- Product: How their products can enhance the customers' experience.
- Place: The distribution of restaurants and the availability to the customer at the right place and the right time.
- Price: A price list that takes into consideration its competitors and attracting mainly middle and low class people (consumer base).
- Promotion: Promotional slogans and activities that attract the customer. Ex: "I'm loving it"
- People: The importance of a positive employee/customer interaction
Customer appeal
(Dhavale)
Consistency
"If any American were asked to sum up the organizational culture of McDonald’s, they would respond with efficiency and standardization. Americans eat McDonald’s because the food comes fast and there is no skepticism over taste. McDonald’s restaurants are a sense of comfort when people travel abroad; there is no need to worry whether or not the local cuisine will be suitable when there are McDonald’s on every street corner." ("http://bucknellorgtheory09.wordpress.com")
Happy Meals
McDonalds is very successful at attracting the minds of children ages 3-8. By advertising the "Happy" meal on TV, many children associate Ronald McDonald and friends to having a fun time at McDonalds. Many children are attracted by the idea that there will be a toy based on the latest, most popular movie. If they liked the movie they are going to want to have the toy, and of course the toy comes with a Happy Meal.
McDonalds has 13 different websites visited by 365,000 kids ages 2-11 and 294,000 teens ages 12-17 everyday. Studies from Yale University Rudd Center show that 40% of young children ask to go to McDonalds every week, 15% of preschoolers ask everyday, and as a result 84% parents take their kids once a week. ("Happy Meal Ads Target Kids")
McDonalds has 13 different websites visited by 365,000 kids ages 2-11 and 294,000 teens ages 12-17 everyday. Studies from Yale University Rudd Center show that 40% of young children ask to go to McDonalds every week, 15% of preschoolers ask everyday, and as a result 84% parents take their kids once a week. ("Happy Meal Ads Target Kids")
Commercials and Recognition of the Ronald McDonald icon
Left: The McDonald's Happy Meal commercial convinces parents to bring their children to McDonalds because of its low price.
Right:Footage from Super Size Me proves that McDonald's advertising is well known because the children smile and laugh when they recognize Ronald McDonald quickly before they recognize Jesus or Wendy. Ronald has been associated with happiness and fun when you take a trip to McDonalds!
Right:Footage from Super Size Me proves that McDonald's advertising is well known because the children smile and laugh when they recognize Ronald McDonald quickly before they recognize Jesus or Wendy. Ronald has been associated with happiness and fun when you take a trip to McDonalds!
("McDonald's Happy Meal Commercial") (Super Size Me)