...by by Julieann Rivera] Comm 155 Melissa Eidson Julieann Rivera] Comm 155 Melissa Eidson Mcdonalds vs. Burger King “ Mcdonalds vs. Burger King “ REFERENCES: http://www.aboutmcdonalds.com/mcd/our_company/mcdonalds_history_timeline.html en.wikipedia.org/wiki/History_of_McDonald's mcdonaldsvsburgerking.net \ Mcdonald’s and Burger Kind are two different restaurants with the same purpose. They both aim to feed people looking for affordable meal but do not want to spend a lot of money. There was once a time where eating out was a treat, but over the last 40 years Americans have left the kitchen and have hit the drive-thru for dinner. Nearly one quarter of all our meals are eaten away from home. Recently, fast food industries launched the “dollar menu” to their product lines. Mcdonald’s is considered the first user of this type of menu, followed by other restaurants such as Burger King. The question is which one of the 2 restaurants will we spend our money on? Mcdonald’s began in the town of San Bernadino California in 1940 by brothers Richard and Maurice Mcdonald by opening the Mcdonald’s BBQ restaurant. In 1948 they closed down their original restaurant and simplified their menu which included 9 items such as 15 cent hamburgers fries and milkshakes. The combination of low prices and fast service led to a great success and soon led to more restaurants opening. They took White Castles principle of fast food production to another level and started the...
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...that I will be conducting my research on and presenting will be in the Fast Food Industry. The two companies are McDonalds and Burger King. Bothe companies are doing well and have shown considerable amounts of profit for the last five years. These companies are ranked No. 1 and No. 2 in the industry. Background Industry A McDonalds- The McDonalds Corporation is the world’s largest fast food chain in terms of sales. McDonalds is a restaurant that specializes in fast food such as; hamburgers, cheeseburgers, chicken, French fries, breakfast items, soft drinks, milkshakes and desserts. McDonalds currently has 31,489 restaurants in 118 countries, and about 80% are run by franchises or affiliates. McDonalds competition in the fast food industry are; Yum! Brands Inc. In order to compete with its rivals, the company focuses on “being better, not just bigger” by making their products more affordable. Background Industry B Burger King- Burger King is the second largest fast food restaurant in the world. Burger King is the original Home of the Whopper, and is committed to premium ingredients, signature recipes, and family-friendly dining experiences. Burger King’s menu consists of hamburgers, French fries, soft drinks, milkshakes and desserts. Burger King competes in the industry by revamping their stores, and increasing their advertisement. History of Company A McDonalds is known as a pioneer in the fast food industry and is best known for their strong branding that is known in 119...
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...McDonald’s SWOT Analysis MGMT-303 Professor Russell King DeVry University Corporate History In 1940, Dick and Mac McDonald first opened McDonald's Bar-B-Que Restaurant on Fourteenth and E Street in San Bernardino, California. The type of the restaurant was more of a typical drive-in featuring a large menu and car hop service. Then the restaurant was closed for three months and was re open with only nine menu items, and the most staple item for McDonald was the 15 cents burger. Then in 1958, McDonald's sold its 100 millionth hamburger. By 1959, the 100th restaurant was open in Fond Du Lac, Wisconsin. With the rate of McDonald growing, today McDonald's restaurants are in 117 countries around the world. The McDonald's brand mission is to "be our customers' favorite place and way to eat”. McDonald's today's slogan is "I'm lovin' it". Strengths and Weakness Two major strengths of McDonald’s are its strongest International presence and the training and skill development. Two of the McDonalds weaknesses are its saturation and its food quality. Strength #1 – Strongest International Presence McDonald's is the market leader in both domestic and international markets. On March 14, 2010, McDonald was rank number 14 from the top 50 on Fortune's Most Admired List. It is also the best brand recognition in the world, the golden arches and Ronald McDonald. McDonald's benefits from cost reduction through economies of scale because of it enormous size and its huge global presence...
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...303 SWOT Analysis of McDonald’s Corporation Section I – Corporate History In 1940, Dick and Mac McDonald first opened McDonald's Bar-B-Que Restaurant on Fourteenth and E Street in San Bernardino, California. The type of the restaurant was more of a typical drive-in featuring a large menu and car hop service. Then the restaurant was closed for three months and was re open with only nine menu items, and the most staple item for McDonald was the 15 cents burger. Then in 1958, McDonald's sold its 100 millionth hamburger. By 1959, the 100th restaurant was open in Fond Du Lac, Wisconsin. With the rate of McDonald growing, today McDonald's restaurants are in 117 countries around the world. The McDonald's brand mission is to "be our customers' favorite place and way to eat”. McDonald's today's slogan is "I'm lovin' it". Section II – Strengths and Weaknesses Two major strengths of McDonald’s are its strongest International presence and the training and skill development. Two of the McDonalds weaknesses are its saturation and its food quality. Strength #1 – Strongest International Presence McDonald's is the market leader in both domestic and international markets. On March 14, 2010, McDonald was rank number 14 from the top 50 on Fortune's Most Admired List. It is also the best brand recognition in the world, the golden arches and Ronald McDonald. McDonald's benefits from cost reduction through economies of scale because of it enormous size and its...
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...Introduction…………………………………………………………………..2 2.1 Burger King Background……………………………………………..2 2.0 Psychological factors………………………………………………………...3 2.1 Perception……………………………………………………………...3-4 2.2 Consumer learning and Memory………………………………………...5 2.2.1 Consumer Learning………………………………………………...5 2.2.2 Consumer Memory…………………………………………………6 2.3 Motivation………………………………………………………………..7 2.4 Attitude…………………………………………………………………..8 2.5 Personality……………………………………………………………9-10 3.0 Sociological factors…………………………………………………….10 3.1 Socio-culture……………………………………………………………10 3.1.1 Sub-culture………………………………………………………..11 3.1.2 Media……………………………………………………………...11 3.1.3 Family……………………………………………………………..12 4.0 Decision Making Process………………………………………………13 5.0 Conclusion…………………………………………………………………14 6.0 References…………………………………………………………………..15 1.0 Introduction Consumer behavior is a decision process and physical activity that an individual involve in obtaining, using and deposing of goods and services. In this report, it shows how psychological, sociological and marketing mix factors combine to influence customer purchase behavior and decisions of The Burger King. 1.1 Burger King Background Burger King is an American internationalization fast-food restaurant providing hamburger. Burger King has been very successful fast-food chains that provide healthy and big portion of burger. The headquartered of the Burger King Corporation is located in Florida, United States. Burger King Corporation is a very successful...
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...firm (organization audit) using a range of sources and producing a reference list. P2.1, M2 The American Burger King Worldwide Holdings Inc. is a global franchising company operating in the fast food industry. Burger King is a well known brand all over the world. It is the second largest fast food burger chain with their main product being hamburgers. Originally founded in 1954 by Keith Kramer and Matthew Burns, but was subsequently acquired by two franchisees, James McLamore and David Edgerton. The first restaurant was opened on December 4th in 1954 in Miami, Florida, under the name “Insta Burger King”. The concept was already then and has stayed the same from the beginning, flame roasted beef with fresh ingredients in a bun. Their bestseller the “whopper” was first sold in 1957. Over the past 50 years the firm has had numerous owners. In the past 25 years alone, the company has seen 13 CEOs. Despite of the lack of long-term ownership, constant management turnover, and inconsistent strategy, the company managed to grow into the world’s second largest fast food burger chain, with over 13000 restaurants operating in 80 countries, which speaks to the strength and resilience of the business. New owners restructured the company. Since 2010, when the company was acquired by 3G Capital, the index has increased by more than 50% and Burger King became Burger King Holdings (BKH). The new owners modified the company’s structure and started to improve its marketing plans...
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...Current Strategy Evaluation Current Strategy McDonald’s current strategy of “being better, not just bigger” involves delivering locally-relevant restaurant experiences, improving existing restaurants, and create new products that meet the changing needs of its customers. This strategy works towards increasing sales and guests counts while optimizing operations to increase profitability. Much of McDonald’s strategy involves promoting new and classic menu items such as the Big Mac, McCafé and Snack Wraps while delivering the best food experience possible. The company also feels that it can grow sales with maintaining and expanding its dollar menu so that more affordable items are available. Furthermore, the company provides locally preferred menu items so that it doesn’t alienate itself from its communities (example: Restaurants in Hawaii offer pineapple instead of fries). Combined with convenient locations, optimized drive through service and longer store hours these factors should provide exceptional restaurant experiences. The company has also allocated $2.1B towards restaurant improvements for 2009 to modernize its operations. These funds are also to help continue its specialty coffee and beverage expansion. This investment is done with the expectation of serving more customers at a faster pace (including drive-thru) as well as being able to provide its new McCafé drinks and future specialty drinks. These improvements should add to customer experience and improve...
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...McDonald How would you define the industry to be analysed? Is the industry global? Is the organisation mentioned Australian or overseas base? What are the key product and services segments in the industry that are mentioned in the article? Are you able to identify the stage of the industry life-cycle from the facts in article? McDonald’s Corporation operates in fast food industry with a large chain of restaurants in various countries. Unlike other restaurants, McDonald’s serves fast foods including hamburgers, soft drinks, desserts, milkshakes and French fries. McDonald’s was formed by two brothers: Mac and Dick McDonalds in California. The company experienced a fast growth, expanding to all the states in the United States before moving out to other countries. Today, McDonald’s is present in more than one hundred and twenty countries, serving the world market in fast foods. This article does not give much detail information about key product and service segments in the industry. Generally speaking, the key product in Fast food industry would be Hamburger, Fries and soft drink. And the services segment is general public. The stage of the industry Industry – Fast Food industry (Globally, based in USA) 1. Key product – 2. identifying the key service segment- Geographic – US, Europe, APMEA and Other countries (119 countries) Product segment- Hamburger, 3. What type of Organisation is McDonald McDonald is the world leading global food service retailer...
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...these three cities will represent the Danish market. An evaluation of the most suitable location for a Subway restaurant is made. To reach the above objective, the Subway franchising concept, the market situation, the customers and the competitive situation will be analyzed and evaluated. In order to understand the market in which the franchisee would operate, the size of the market, historic growth, potential growth, trends and macro environmental factors will be analyzed. The analyses will show that the fast food market is mature, and that it still holds some growth potential. To find out who the potential customers of the Subway franchisee might be, a survey was made. A questionnaire was used as a main tool to analyze customer preferences and the prospects of opening a Subway restaurant in Århus, Horsens or Vejle. After evaluating the results of the questionnaire, Horsens was pointed out as the most attractive and suitable city to open a new Subway restaurant. The competitive situation is also analyzed. In doing so, the overall competitive situation within the fast food industry is assessed. Furthermore, three main competitors, namely McDonald‟s, Burger King and Sunset Boulevard, are analyzed in...
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...cities will represent the Danish market. An evaluation of the most suitable location for a Subway restaurant is made. To reach the above objective, the Subway franchising concept, the market situation, the customers and the competitive situation will be analyzed and evaluated. In order to understand the market in which the franchisee would operate, the size of the market, historic growth, potential growth, trends and macro environmental factors will be analyzed. The analyses will show that the fast food market is mature, and that it still holds some growth potential. To find out who the potential customers of the Subway franchisee might be, a survey was made. A questionnaire was used as a main tool to analyze customer preferences and the prospects of opening a Subway restaurant in Århus, Horsen s or Vejle. After evaluating the results of the questionnaire, Horsens was pointed out as the most attractive and suitable city to open a new Subway restaurant. The competitive situation is also analyzed. In doing so, the overall competitive situation within the fast food industry is assessed. Furthermore, three main competitors, namely McDonald‟s, Burger King and Sunset...
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...cities will represent the Danish market. An evaluation of the most suitable location for a Subway restaurant is made. To reach the above objective, the Subway franchising concept, the market situation, the customers and the competitive situation will be analyzed and evaluated. In order to understand the market in which the franchisee would operate, the size of the market, historic growth, potential growth, trends and macro environmental factors will be analyzed. The analyses will show that the fast food market is mature, and that it still holds some growth potential. To find out who the potential customers of the Subway franchisee might be, a survey was made. A questionnaire was used as a main tool to analyze customer preferences and the prospects of opening a Subway restaurant in Århus, Horsens or Vejle. After evaluating the results of the questionnaire, Horsens was pointed out as the most attractive and suitable city to open a new Subway restaurant. The competitive situation is also analyzed. In doing so, the overall competitive situation within the fast food industry is assessed. Furthermore, three main competitors, namely McDonald‟s, Burger King and Sunset...
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...Business Strategy Analysis: McDonald’s Corporation is the world’s largest fast-food chain in the restaurant industry, serving on average 69 million customers a day. Their stores are corporate or franchised owned, with franchising being highly beneficial to their success by producing 32% of their total revenue. McDonald’s is in a highly competitive industry with market saturation because of low barriers to enter. The industry competes on price, quality, and service. McDonald’s faces competition with full-service restaurants and fast-food restaurants in the area. Their main competitors are Burger King, YUM! Brands, and Wendy’s International. The industry has faced scrutiny on the quality of their products because of a more health concise society. McDonald’s strategy for success is based off of cost efficiency, product development, and marketing and promotions. These factors help form the strong brand that McDonald’s is today. Since their establishment with Ray Kroc, they have focused on driving their success from the 3-legged stool principal representing: McDonald’s employees, the owner/operators, and their suppliers. The stool needs all three to have a good balance in order to function, without either one of the legs success cannot be achieved. All three of them work together to create new products, to reduce costs, and to achieve outstanding customer service. There is commitment in helping all three legs of the stool to succeed. The suppliers play a key role by providing high...
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...journey, and we promise this is just the beginning-we’ve got our hearts set on making more history” (McDonald’s Corporation, 2011). Almost 60 years have passed since Raymond Kroc envisioned a nationwide fast food chain, which needless to say went on to revolutionise the American restaurant industry and become the world’s number #1 fast food restaurant. Today McDonald’s serves 52 million people a day from one of its 31,000 restaurants dotted around the world (Ritabrata Giiosii, R.G. 2009). The golden arches along with Ronald McDonald and the catch phrase “I’m lovin’ it” have assisted McDonald’s in becoming one of the most globally recognised brands, allowing them to become McDonald’s most valuable intangible assets, but how did they do it? Countless elements threaten McDonald’s reputation; health issues, legal and technological changes, social factors, environmentalists and obviously competitors especially those who offer similar services and products such as KFC. They too have become a national brand recognized all around the world however to understand how McDonalds have achieved such success we must first understand what they do differently and what objectives have allowed them to achieve such aims which have assisted them in becoming the best (McDonalds Corporation. 2008). Constantly changing and bettering the marketing strategy has allowed McDonald’s to remain the best, however their main objective has always remained the same; not to be the biggest fast food restaurant...
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...largest segments of the food industry. In 2003 sales for US consumer food-service market totaled approximately $408 billion. The sandwich sales represented $64 billion and the future growth in this segment was expected to be only around 2% annually. McDonalds and Burger King were the earliest and most aggressive hamburger chains to begin to expand around the world. Lasr few years , there was an explosive growth in foreign markets offset slowing growth in the United States and with the economic downturn, more people are cutting back on how much they spend when eating out, and therefore, are turning to fast food restaurants. 2.What does your 5-forces analysis of the fast-food industry tell you about the competition facing McDonald’s? With the Porter 5 forces model we identify that in general MacDonald and its competitors (Burger King, Wendy’s, Hardee’s, Jack in the Box, Sonic) are active in making fresh moves to improve their market standing and business performance by introducing innovation in their product and launching a lot of outlets. With those substitute products competitors need to compete on price and convenience Secondly, buyers are more focusing on value and healthy foods = it can force McDonald and its competitors to offer product innovation to attract buyers and match with buyers requirements. Finally, new entrants have the first mover advantage and grasp suppliers and consumers. 3.What forces are driving changes in the fast-food industry...
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...State University of New York in partial fulfillment of the requirements for graduation from The Honors College. Cara N. Veneziano Research Advisor: Raymond K. Van Ness, Ph.D. May, 2013 Abstract The purpose of this study is to assess the consequences of offering healthy menus versus providing historically popular fast foods. Healthier foods are better for society and being able to understand how serving healthier menus will impact the financial performance of a company is crucial. I focus my attention on Chipotle Mexican Grill since it has been making a concerted effort to provide healthier foods. I have selected McDonald’s Corporation as a benchmark comparison. My specific investigative question is: Does a healthier menu translate into greater profits. My study begins with a comparison of Chipotle and McDonald’s meal options and ingredients in order to assess the overall health of their menus. This comparison revealed that Chipotle clearly had a healthier menu. Succeeding the menu comparisons, a financial analysis was performed on Chipotle and McDonald’s. The results of this study found that Chipotle, the healthier company, performed better in terms of Share Price, Stock Volatility, and Liquidity. The findings indicate that McDonald’s, the unhealthier firm, performed better in the areas of market capitalization, Return on Equity, Return on Assets, Return on Sales and Gross Margin. Following the results, there was a discussing of the findings and limitations...
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