McDonald’s has been one of the world’s most successful fast food chains for a very long time. While a number of competitors have come and gone, the company has remained steadfast in its approach to business and brand development.
Founded in 1940 as a restaurant by brothers Maurice and Richard McDonald in San Bernardino, California, it was soon transformed into the burger-and-fries empire we know today. After a three-month renovation, the brothers’ restaurant reopened with a new format that would eventually bring them fame and fortune.
The brothers developed the Speedee Service System, a simple yet efficient way to produce huge quantities of hamburgers and other items at low prices. This system also made it easier to introduce new products to the menu and reduce wait times.
After a few years of growth, competition from other hamburger chains began to intensify. In the 1970s, Burger King and Wendy’s began aggressive advertising campaigns in an attempt to gain market share from McDonald’s and other large players in the industry.
As competition grew, McDonald’s struggled with its public image. In response, the company introduced a series of lower-calorie menu items and changed the cooking oil it used to cook its french fries.
In the early 1990s, however, consumer health concerns over fast-food restaurants’ reliance on fatty, high-calorie foods caused the company to become a target of lawsuits. A 1994 case involving Stella Liebeck, who suffered third degree burns from consuming hot coffee at a McDonald’s in Los Angeles, became one of the first major lawsuits against the company.
Since then, the chain has diversified its menu to include a variety of options including salads, McGriddles breakfast sandwiches and white-meat Chicken McNuggets. It has also expanded its operations overseas, with a growing number of international outlets.
Some of these new international locations have incorporated “Halal” menus that comply with Islamic laws for food preparation. In addition, the company has been very flexible with respect to local food preferences and customs.
In some countries, for example, the chain offers a kosher version of its burgers (with meat from animals that have been raised halalally). The chain has also entered into partnerships with a number of ethnic food groups around the globe to promote locally produced food.
Another key change came in 1998 when the company began implementing a “just-in-time” system that eliminated the need to cook the entire menu from scratch. This move aimed to improve the quality of the food served in its restaurants and allow more flexibility for menu additions.
During this period, the company also began to offer a variety of desserts, with pies gaining popularity. There are now 40 different varieties on sale globally, from cherry and lemon to chocolate and fruit.
This year marks the debut of three new premium chicken sandwiches for McDonald’s, the Crispy Chicken Sandwich, Deluxe Chicken Sandwich and Spicy Chicken Sandwich. These sandwiches are sure to make waves in the American restaurant market, and they have already received a lot of praise on social media.