Case Analysis And Summary Of Mcdonald's

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Summary of the Article and McDonald’s
McDonald’s is the largest fast-food restaurant chain in the world and was originally founded in 1940 by Richard and Maurice McDonald as a barbecue restaurant. It primarily serves regular fast foods like burgers, chicken, soft drinks, French fries, breakfast products and a recent influx of healthier alternatives in an effort to boost sales. Target customer of McDonald’s includes families, teens, young professionals and business customers. The companies’ major competitors included KFC, Wendy 's, Burger King, Taco Bell, and many others. McDonald’s Corporation earns revenues by investing in properties, collecting fees paid by franchisees and sales in company-operated restaurants. As a global brand, McDonald’s restaurant also embraces the culture difference and changes its international menu to make the product better appeal to the local customers. In the article “A Burger, Fries and ... Beer, Please”, McDonald’s in Pangyo Techno Valley, an affluent neighborhood south of Seoul, launched beer as one part of their new menu last month. Customer who were above the legal age of drinking and ordered an
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By providing a variety of culture-specific items, customers of McDonald’s could experience not only traditional American styled products, but also a creative food combination with local culture. For example, as mentioned in the article, McDonald’s provided bulgogi Burger in South Korea. Bulgogi, as a classical grilled beef product in Korea, was successfully combined with burger, a ubiquitous food in western countries. Moreover, in China, customer could even get chicken congee, which was a very basic breakfast option that almost every Chinese would eat everyday, from McDonald’s. As a result, McDonald’s were able to build different brand images in different countries, and attracted consumers from diverse segments and

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