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McDonald’s Corporate Company Profile

|About McDonald's: [pic] |

|McDonald's is the leading global foodservice retailer with more than 30,000 local restaurants serving 52 million people in more than 100 countries each |
|day. More than 70% of McDonald's restaurants worldwide are owned and operated by independent local men and women. |

|McDonald's is one of the world's most well-known and valuable brands and holds a leading share in the globally branded quick service restaurant segment of |
|the informal eating-out market in virtually every country in which we do business. |
| |
|Serves the world some of its favorite foods - World Famous French Fries, Big Mac, Quarter Pounder, Chicken McNuggets and Egg McMuffin. |
| |
|[pic] [pic] [pic] |
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|The rich history began with its founder, Ray Kroc. The strong foundation that he built continues today with McDonald's vision and the commitment of our |
|talented executives to keep the shine on McDonald's arches for years to come. To read more about McDonald's history, vision and executives, click on their |
|links in the left menu. |
|In 1965, McDonald’s goes public with the company’s first offering on the stock exchange. In 1974 Fred Hill of the Philadelphia Eagles teams up with |
|McDonald’s to create the Ronald McDonald House. |
| |
|McDonald's are structured along functional lines. |
| |
|McDonald’s Chief Executive oversees five major areas of activity: |
|Operations (equipment and franchising) |
|Development (property and construction) |
|Finance (supply chain and new product development) |
|Marketing (sales marketing) |
|Human Resources (customer services, personnel, hygiene and safety) |
| |
|Today, the company operates more than 24,500 restaurants in 118 countries. Since its founding in 1955, McDonald’s has sold well over 100 billion |
|hamburgers. McDonald’s prepares more than 6.8 million pounds of French fries every day. |
| |
|Approximately 85% of McDonald’s restaurant businesses world-wide are owned and operated by franchisees. All franchisees are independent, full-time |
|operators. |
|McDonald’s was named Entrepreneur’s number-one franchise for 1997. |
| |

McDonald's is the largest food service company in the world. The company regards itself as the leading global food service retailer. With more than 30,000 restaurants serving more than 47 million people each day in 121 countries it is hard to argue!

McDonald's menu concentrates on five main ingredients: beef, chicken, bread, potatoes and milk. The company's main menu lists its basic food offering: the Big Mac, which still exists as a major seller; other standard product names come from the McDonald's convention of adding a 'Mc' to a particular item. So, a chicken sandwich becomes a 'McChicken' sandwich and chicken nuggets become chicken 'McNuggets'. This idea has been extended to their dessert range, with the creation of the 'McFlurry' ice cream.
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McDonald's Policy:
▪ High recruitment standards
▪ Local sourcing of staff where possible
▪ The skills, talents and performance of staff matter; gender, marital status, disability, race, color, nationality or ethnic origin do not
▪ Providing a safe and secure working environment
▪ Staff should have opportunities for training and development
▪ Jobs with the company should include career opportunities
▪ There should be challenges and rewards
▪ Staff pay should reflect performance
▪ There should be good communication with staff
The education of staff matters; the company introduced the post of Diversity Development Manager in 1997.

McDonald's is a member of the Employers' Forum on Age.

The overall percentage of women in restaurant management is 37%. Women represent 24% of the company's middle to senior management.

McDonald's places emphasis on the training and development of its employees. They aim to provide career opportunities for people to achieve their potential. The firm offers both full and part-time career opportunities, which helps staff to combine work with family or educational commitments.

Job progression is used to encourage employees who got their first job in the company to progress to management positions. These promotions are based on the performance of the staff member. Over 40% of McDonald's managers started as hourly-paid staff members in the restaurants.
Over half of the company's middle and senior managers have moved up from restaurant-based positions.

The company's hourly paid staff enjoys the following benefits:
▪ Free Meal Allowance
▪ Paid Holidays (4 weeks per annum)
▪ Free Life Assurance (value dependent upon service)
▪ Private Health Care (for employees aged 19+ with 3 years service)
▪ Sponsorship Program
▪ Stock Purchase Scheme
▪ Employee Discount Card
▪ Service Awards (at 3, 5, 10, 15, 20 and 25 years service)
▪ Stakeholder Pension

McDonald's has placed considerable emphasis on enhancing its brand positioning through sponsorship of events and sports.
▪ It was one of eight corporate sponsors of the Millennium Dome Experience, investing £8 million in the Dome's community program and learning experience.
▪ It has been a major sponsor of international football, including the World Cup since 1994 and the Champions League from 1996 to 2000.
▪ It has sponsored British athletics since 1993, notably the McDonald's Young Athletes' League, training 11 to 17 year olds.
▪ It has sponsored Child Safety Week since 1994.

McDonald’s Plans to Win, with its strategic focus on “being better, not just bigger,” has delivered even better restaurant experiences to customers and superior value to shareholders.

McDonald’s is operating from a position of strength and prepared to capture the growth opportunities in the marketplace.

McDonald’s CEO is confident McDonald’s will continue to meet its long-term financial targets.

Highlights from the year included:

▪ Comparable sales increased 6.8% building on a 5.7% increase in 2006.
▪ McDonald’s 2007 Sales was $23 Billion
▪ McDonald’s 2007 Net Income was $2.4 Billion.
▪ System wide sales increased 12% (8% in constant currencies).
▪ Company-operated margins reached an eight-year high of 17.3%. Franchised margins were 81.5%—a level not achieved in over ten years.
▪ Cash provided by operations totaled $4.9 billion and capital expenditures totaled $1.9 billion.
▪ The Company announced that for 2007 through 2009, they expect to return $15 billion to $17 billion to shareholders through share repurchases and dividends, subject to business and market conditions. In 2007, the Company raised its annual dividend by 50% to $1.50 per share, or $1.8 billion, and repurchased 77.1 million shares for $3.9 billion, driving a reduction of over 3% of total shares outstanding at year end compared with 2006.
|International Franchising Information: |

|McDonald's does business in 118 countries around the world. The status of franchising in the markets where we currently do business is described on the |
|country specific pages identified in the selection box below. |
| |
|In many countries around the world we do not have a presence and our current strategy is to focus on the markets where we do business. No firm date has |
|been established for the opening of new markets. Those markets are set forth below and the process that we have in place for such markets is explained on |
|the country specific pages. |
|In certain markets we have a presence but are not seeking franchisees and we have included instructions regarding those markets. |

To set up a franchise with McDonald's costs at least $200,000. Potential franchisees need to contribute at least a quarter of this sum. Partnerships are not allowed to set up a McDonald's franchise.

Would-be franchisees have to sign a franchise agreement with the firm. This gives them the right to operate a specific McDonald's restaurant, at a single address, for a period of 20 years.
Under the franchise agreement, the company agrees to provide the McDonald's trademarks, restaurant decor, signage and equipment layout. In addition, the franchisee can use the recipes for the firm's products, their stock control, accounts systems, method of operation, and marketing. [pic]
By recognizing the importance of the supply chain in maintaining quality, McDonald's aims to create long-term relationships with a limited number of supplier partners. Suppliers are usually keen to ensure that they can meet. McDonald's required standards. Continued orders mean that suppliers can be confident of survival and growth.
McDonald's are keen to stress that their standards are based on quality, value and cleanliness. They say that they have in place stringent quality assurance and food safety programs. They also claim that they know where all product ingredients come from. This would enable the company to control every link in its supply chain.
Food safety is clearly very important to the company. This is understandable when you consider how reputations can be seriously damaged when things go wrong. Their emphasis on safety and origin of ingredients highlights the efforts McDonald's make to allay fears among the general public over nutrition and modern farming methods.
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Top Competitors to McDonald’s in The Market:

|Symbol |Company Name |Last stock price |Change |% Change |Sales Volume |
|MCD |Mcdonalds Corporation |60.92 |1.34 |2.25 |6.95 M |
|BKC |Burger King Holdings Inc. |27.70 |-0.20 |-0.72 |2.59 M |
|YUM |Yum Brands Inc. |40.79 |0.11 |0.27 |3.94 M |

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Company Profile Comments:
The company is expanding their franchises into new countries and new geographical regions. They’re experiencing a stable growth rate in sales and cash flows. Their dividends distributions increased remarkably. They have a very good motivation plan for employees to insure their excellent performance and loyalty. The company has got restricted policy regarding the food quality and hygiene within their kitchens. They offer quite a variety of food choices so that it can suit everybody’s taste and requirements.
The company uses the franchising method to expand within the United States and worldwide. It sets regulations and constraints on the food quality and prices according to the country they are franchising in.
Although Franchising is crucial for McDonald’s expansion but this has to be done with much care as this process can generate some agency problems which McDonald’s care to avoid by some precautions.
An agency relationship involves two parties: the principal and the agent. Conflicts will always arise between the interests of the principal and the agent. The principal delegates work to an agent, wanting the agent to act in his best interest while the agent’s self interest dictates otherwise. This assumption of goal conflict is at the heart of agency theory.

In McDonald’s case the agency relationship is the franchising relationship between McDonald’s and its franchisees.

Franchising: The granting of exclusive rights by McDonald’s (principal, called franchisor) to another party (agent, called franchisee) for the local or global sale of its trademarked product and receiving in return fee and/or royalty and conformance to quality standards, price controls, and other practices.

Single-unit franchising (SUF): Form of franchising in which the franchisee is restricted to only operate one unit.

Multi-unit franchising (MUF): Form of franchising in which the franchisee can operate many units.

McDonald’ Basic Goal Orientations in Franchising

|Subject |Franchisor “McDonald’s” |Single-unit Franchisee |Multi-unit |
| | | |Franchisee |
|Priority |Brand name Capital |Profitability |Both |
|Time Perspective |Long Term |Short Term |Long Term |
|Form of Earnings |Percentage of Sales |Net profits |Net profits |
| |A fixed initial fee | | |

McDonald’s Franchising aims to spread its outlets worldwide but without losing its reputation of food quality and excellent service level.

Theoretically, McDonald’s has two options: either to open an outlet and hire salaried managers to run it or to enter into a franchise agreement with an owner operator.

Agency theory would suggest that there is likely to be greater goal conflict between franchisors and hired managers than between franchisors and franchisees. This is because franchisees have stronger incentives for maximizing the profits of their franchises.

Agency problems that McDonald’s may face & their suggested solutions:

▪ Adverse selection: Problems arising from choosing less qualified individuals regarding the characteristics & capabilities of the franchisee. Which may obstacle the work & information flow between the franchisor & the franchisee. This could lead to the appearance of unneeded conflicts & affect the financial return & may affect the reputation of McDonald’s.

▪ Suggested Solution: franchisors can concentrate on recruiting, screening, training and select a single qualified area franchisee that can run multi units, after the selection process is final, maintaining sufficient information flow between this franchisee and McDonald’s headquarter management would decrease the possibility of the problem appearance and facilitates monitoring this individual.

▪ Inefficient Risk-bearing: the tendency of franchisees to under-invest in business or expect higher returns on investments than franchisors due to their lack of diversification of investments causing them to engage in risk avoidance.

▪ Suggested Solution: multi-unit franchisees would likely have greater expectations of recovering their investments such as advertising and sales promotion due to economies of scale among all units in their portfolio than single-unit franchisees. So McDonald’s should go only for Multi Unit franchisees.

Finally, the agency theoretic analysis suggests that multi units franchisees is preferred over single unit franchisees.
References:

http://www.mcdonalds.com/content/corp/intlfranchinfo.html http://www.business.com/directory/food_and_beverage/restaurants_and_foodservice/mcdonalds_corporation/profile/ http://finance.aol.com/company/mcdonald-s-corporation/mcd/nys mars.wnec.edu/~achelte/mcd1tc.ppt http://www.bized.co.uk/compfact/mcdonalds/mcindex.htm

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