Harsh narang

More than 34,000 restaurants in 119 countries

Founded in 1940 as a Barbecue restaurant operated by Richard & Maurice Donald

McDonald’s CorporationRay Kroc franchised a Hamburger restaurant from the McDonald brothers

CORE VALUES

Expanded to more than 700 U.S. Restaurants

How has McDonald’s grown its Brand equity over the years ?

In 1960s and 1970s Expanded both domestically and internationally Included new iconic items to the menu

In 1965 Introduced Ronald McDonald to target core audience

In 1974

STRUGGLE DURING THE 1990s AND EARLY 2000s Lost focus and direction as it added more than 2000 new restaurants in a year

Growing Competition Panera BreadSubway

New strategies “Plan to win” focused on

providing high quality consumer experience

“Play Book” helped in improving 5Ps

PeopleProducts

PromotionsPricePlace

Allowed local restaurants to adapt to different environments and culture

Added more healthier food option such as premium salads and apple slices

$1 Menu – to target teenagers and lower income consumers

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Different “Zones” for different audience Family Zone Linger ZoneEfficient Zone

2008 – One of the only two companies whose share price rose during worldwide recession

2012 – Record revenues of $27

Billion

New Initiatives McCafe

“I’m Lovin’ It” campaignMcDelivery

DisclaimerCreated by Harsh Narang, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow