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Mcdonald'S: Evolution of

McDonald's began in 1948 when the McDonald brothers opened a restaurant in California serving 15 cent hamburgers using an efficient "Speedee Service System". Ray Kroc joined the company in 1955 and established McDonald's as a franchise, opening his first location in Illinois. McDonald's grew rapidly under Kroc's vision, expanding globally to over 100 countries by the late 20th century. Recently, McDonald's has faced labor protests over wages and introduced automated kiosks and acquired an AI company to transition to a more technology-focused, low-employee business model.

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420 views3 pages

Mcdonald'S: Evolution of

McDonald's began in 1948 when the McDonald brothers opened a restaurant in California serving 15 cent hamburgers using an efficient "Speedee Service System". Ray Kroc joined the company in 1955 and established McDonald's as a franchise, opening his first location in Illinois. McDonald's grew rapidly under Kroc's vision, expanding globally to over 100 countries by the late 20th century. Recently, McDonald's has faced labor protests over wages and introduced automated kiosks and acquired an AI company to transition to a more technology-focused, low-employee business model.

Uploaded by

Abhi Pawar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Evolution of McDonald’s

The McDonald’s Story


This is a look at the McDonald’s Logo and the incredible history behind the business.

The golden arches of the world’s largest fast-food empire are, without a doubt, one of the
most recognizable logos in existence. With over 35,000 restaurants in 120 different countries
and a net worth of $39.1 billion, McDonald’s is the ninth wealthiest company in the world
and the largest of any fast-food chain. With success like this, the history of McDonald’s and
its famous logo is an interesting case study to look at.

The McDonald Brothers

Dick and Mac McDonald moved to California to seek opportunities they felt unavailable in
New England. Failing in the movie business, they subsequently proved successful in operating
drive-in restaurants. In 1948 they took a risk by streamlining their operations and introducing
their Speedee Service System featuring 15 cent hamburgers. The restaurant’s success led the
brothers to begin franchising their concept—nine becoming operating restaurants. At the San
Bernardino location, Dick and Mac McDonald perfected their Speedee Service System
featuring a limited menu including fifteen cent hamburgers, shakes and fries. The brothers sold
14 franchises of which 10 became operating restaurants not including their original location in
San Bernardino.
[Kroc] opened up the
first restaurant for
McDonald’s System,
Inc., a predecessor of
McDonald’s Corp. in
Des Plaines, Illinois in
April, 1955.
McDonald’s acquired
the rights to the
brother’s company in
1961 for $2.7 million.

Going Global
Ray Kroc’s vision was that there would be 1,000 McDonald’s restaurants solely in
the United States. Yet, McDonald’s continued to grow and expand into
international markets beginning in 1967 opening in Canada and Puerto Rico.
Today, the company has over 36,000 restaurants in over 100 nations. The most
recent opening in Kazakhstan in 2016.

Modern McDonald
In recent years McDonald's has been one of many fast-food restaurants targeted
by the labour movement for its business and hiring practices. The Service
Employees International Union has led multiple strikes against fast food
locations around the country, frequently including McDonald's restaurants. This
became known as the Fight for Fifteen, a push to raise the national minimum
wage to $15 an hour.
While McDonald's has not taken an aggressive
stand on the issue, it has slowly begun rolling out
automated ordering kiosks at some of its
restaurants. Then, in 2019, it acquired
the artificial intelligence company Apprente.
This acquisition is generally seen as a signal that
McDonald's intends to further emphasize a low-
employee, high-technology and self-service
business model to cut down on costs.

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