Research Report
Team Rana

Moiz Rana (20132145)
Mohammed Abo Agina (20132156)
Yazan Abo Jawhar(20132172)
Moustapha El Nadaf (20132132)

Mcdonalds Research Report – Brand Image

1. Introduction – Background of McDonalds

McDonalds is an American fast food brand, which has more than 35,000 local restaurants serving 70 million people in over a 100 different countries. McDonalds started in 1940 as McDonalds Bar-B-Q in San Bernardino, California, however it was shut down and re-opened in 1955 as, what would later be one of the corner stones of the McDonald’s franchise, self-service drive-in restaurant with a simplified menu consisting of cheap hamburgers, soft drinks, coffee, potato chips and a slice of pie. By 1965 there were over 700 McDonalds restaurants spread throughout the United States. McDonalds has catapulted itself to the forefront of fast food service and marketed itself as a franchisor and by the end of 2010 80% of McDonald’s restaurants were franchised which has helped the company achieve yearly growth in both sales and customer visits. McDonalds in Qatar is 100% owned by Al Mana Group, and has been operational since December 13th 1995 and has since opened more than 27 different restaurants in a variety of locations from stand alone to mall kiosks.

1.1 Introduction – Reason for research

This research report is prepared in order for McDonalds to maintain and improve a strong brand image in relation to other fast food restaurants, which has been affected negatively by a combination of media and lack of knowledge within the customer base and should be remedied by the management level employees at McDonalds

1.2 Introduction - Aim of the research

The aim of this research is to analyze what has affected the brand image of McDonalds negatively and it is believed that this is due to a combination of lack of positive