Running head: MCDONALD’S CORPORATION

McDonald’s Corporation
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MCDONALD’S CORPORATION
McDonald’s Corporation
Executive Summary
McDonald’s restaurant was founded by Maurice and Richard McDonald, two brothers who started the restaurant’s legacy as a small business in California that served milkshakes and hotdogs. The McDonald brothers soon introduced hamburgers to their restaurant menu, after reevaluating the business. In addition, the brothers implemented what they called the “speedy

service system,” and this was comprised of an all-male staff working in an assembly line manner while serving customers from a 9-item menu. The McDonald’s business concept expanded rapidly and the first McDonald’s franchise was sold to Neil Fox in 1952. Mr. Fox opened a
Phoenix, Arizona restaurant. The second franchisee was Ray Croc, who was the most successful franchise agent in the United States. Since its launch, McDonald’s Corporation has undergone several problems due to mismanagement, poor marketing, increased competition, and noncompliance of franchisees. Facing these problems has resulted in the corporation implementing new business strategies aimed at improving the corporation’s performance in an industry of competitors (Kerry, 2010). This paper focuses on how the corporation’s management and leadership used the adoption and implementation of strategic initiatives to attain its current status. Planning
McDonald’s soon saw competition from rival fast-food restaurants such as Hardee's,
Wendy's, and Sonic. Consequently, the corporation expanded its operations strategy, which initially included only generating revenue from the McDonald’s fast food chain of restaurants
(Patton, 2011). Subsequently, McDonald’s has increased its market share through its acquisitions of smaller restaurant chains such as Donato’s Pizza,