Mc Donalds Swot

McDonald's

Introduction - Yesterday and Today

In the beginning two named Dick and Mac McDonald ran a little drive-in restaurant in San Bernadino, California, US. In 1948, they closed their doors and then reopened with an entirely new restaurant concept. It was based on speedy service, low prices, and big volume. It was not unusual for 150 customers to crowd around the tiny hamburger stand during peak periods.

In 1954, a milkshake machine salesman named Ray Kroc saw the McDonald's operation first-hand. Ray was 52 years old and he went to the restaurant to find out how they could sell 20,000 shakes each month. He had one thought: "This will go anyplace. Anyplace!''

On April 15, 1955, Ray opened his first restaurant in Ds Plaines, Illinois, US. That was the year McDonald's Corporation was born.

Ray kept McDonald's brothers' successful format and added his own standards: Quality, Service, Cleanliness and Value. QSC&V continues as one of McDonald's operating principles today.

McDonald's philosophy is really very simple, but making it work takes the best effort out of everyone on the team. Their primary objective is to satisfy the customer. This is because they believe the customer is the most important single factor in the business. They do so by giving the best QUALITY, SERVICE, CLEANLINESS and VALUE - 'QSC&V'.

Q.S.C.&V.

Quality

McDonald's reputation for QUALITY is known internationally. It's especially unique because the highest quality standards are maintained at very reasonable prices. When dining at McDonalds, customers expect high quality food and service. McDonalds ensures that customer expectations are fulfilled. Only the finest quality food products are served to guarantee that quality standards are met and any food which is not HOT and FRESH is not served. One of the keys to quality entrusted by McDonalds is TLC - Tender, Loving and Care, where all efforts are driven to maintain this quality standard.

Service

Quality is wasted without fast, courteous SERVICE. They believe a smile does more to bring a customer back than the best food in the world. They believe in a Golden Rule that says: "Treat everyone, especially the customer the way you want to be treated yourself''. The customer appreciates courtesy and also appreciates speed. Sometimes it is hard to give them both at the same time, but it's their job to do so! The key phrase at McDonalds is 'MAKE IT FAST MAKE IT FRIENDLY'. Customers expect a fast service in a friendly manner. Quick service is McDonald's trademark. The service areas are where direct contact is made with customers. Failure to serve customers promptly and politely will increase the risk of losing them and other potential customers. The risk of losing valuable reputation for fast and friendly service will also increase. A reputation for slow service or unfriendly service is extremely difficult to change. The standard for speed of service at McDonalds is two minutes in line and one minute to serve at the counter. Line Time begins when the customer steps into a position in a line, behind other customers, and begins waiting for service at the counter. Line time ends when the customer reaches the counter and the employee greets the customer. Counter time begins when the customer finishes placing the order and counter time ends when the counter staffs presents the order, says thank you, and asks for repeat business.

Cleanliness

CLEANLINESS is like a magnet drawing customers to McDonald's. They believe that, "If you have time to lean, you have time to clean''. McDonalds ensures that all restaurants are kept spotless at all times both indoors and outdoors. Moreover the restaurant stresses out the importance of appearance. All employees are required to maintain highest standards relating to personal hygiene including regular bathing and use of deodorant, clean hands and fingernails, and minimum make up. Hair must be acceptable to customers in terms of style and must be clean and well groomed at all times. Employees who are involved in food handling must have a clean shaven appearance - moustaches are not permissible. In addition, all employees are required to wear a clean, neat, wrinkle-free, authorised McDonald's uniform at the work place.

Value

Customers keep returning to McDonalds because McDonalds promises to deliver exceptional value for money. The restaurant works constantly with all suppliers to ensure that it is buying the best products at the best prices.

McDonald's today serves over 30 million customers each day in over 28,000 restaurants in more than 128 countries around the world. It employs around 750,000 people at any one time to run their restaurants.

A short history of McDonald's

The Vision Statement

"Our vision is to be the world's BEST quick service restaurant experience. That means that our restaurants will be the best place for our customers to enjoy fast, friendly service... fresh food favourites... a clean, welcoming environment... and a fun experience at a fair price".

The companies Values

"Our vision is supported by a set of core values:

* We are dedicated to providing customers unparalleled levels of Quality, Service, Cleanliness and Value.

* We committed to our people because we know that a diverse team of well-trained individuals working together is the key to our continued success.

* We approach all aspects of our business with honesty and integrity.

* We always give back to the communities in which we do business.

* We celebrate our achievements, yet we are never satisfied with our results."

About Mc Donald's Customers

"Our customers are the lifeblood of our business. Without them, we would have no reason to open our doors. Therefore, our goal every minute of every hour our restaurants are open is to make our customers glad they came to our McDonald's. Our role is