McDonalds USA

Established 1955 by Ray Kroc (Des Plaines Illinois) after purchase from McDonald Brothers, their incremental growth has been based on “gatekeeper appeal”. +60% of sales from drive-thru (now dual lane).

Culture

service efficiency

Organisation

customer efficiency meets organisational productivity

Merchandise

fast, simple, cheap meal solutions which are easy to consume on the run (efficient fuel)

Promotion

new product innovation, licensed packages, meal deals, eating occasion matched

Access

store only but everywhere that is efficient for the customer to access

Store

built for speed, multiple format fit-out matched to catchment area

$Dollars

re-asserting market dominance in Quick Serve Restaurant (QSR) category

Watch the video

Listen to Larry Light, executive vice president and global chief marketing officer of McDonald’s Corporation outline the “5 action points” of retail marketing. View this presentation »

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