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The Market Achievements History the Product R located in a predominantly Catholic area. a new menu range called Salads Plus, which by its competitors. Groen noticed that hi s business was slow on boasts salads, yoghlllt and ti-uit. The eight McDona ld 's is Fridays, which was then a day on which many Salads Plus launch items all feature 10 also involved in Catholics abstained from meat. He developed a fish­ grams of fat or less a serve and their sugar sports sponsorship. based product to meet the needs of the local and salt levels have been carefull y The company uses its community. The Filet-0-Fish sandwich was considered during association with launched in 1963 and went on to become a popular product development. prestigious global sporting menu item in many of McDonald' s international As part of this new events such as the World Cup and the markets. range, McDonald 's Olympic Games to reinforce its Another franchi see, Jim Deli gatti from delivered a Q ui ck-Service international brru1d stature, whi le tailor­ Pittsburgh, was responsible in 1968 for the creation Restaurant industry first by corrunitting made sponsorship programs ru·e used of McDonald' s most successful menu item ever, to nutritional labelling on packaging forfom to address local market needs. the Big Mac sandw ich. Nine years later, the same of the new menu items. In addition to national adve1tising franchisee was the dri ving force behind the McDonald's is continuing to review and promotional campaigns, development of McDonald's breakfast menu - a packaging of the regular menu items with McDonald's is strongly committed to move that would change the breakfast habits of a long term goal of including nutritional Ray Kroc' s passionate belief that millions of people. information on the packaging, tTaymats McDonald's should contribute to the Innovation has played an important part in or takeaway bags for these items. This communities that it serves. Local activity McDonald's growth. The company has invested information is currently available takes many different forms, ranging from heavily in technology to continually improve the from the nutri tional social mornings for senior citizens to consumer experience at McDonald' s. One of the brochure in restaurants or fundraising work with local schools, youth biggest breakthroughs came in 1975 with the on the web. groups, and hospitals. opening of the first drive-thru restaurant in Sierra Thi s new menu takes Vi sta, Arizona. Once again , the idea sprang from McDonald' s into the future. It is the most BRAND VALUES the need to solve a local sales problem when imp01tant product launch in its business hi story to Founder Ray Kroc developed his brand vision for servicemen from a nearby Army base were date. Salads Plus isn't about changing who McDonald ' s around a simple but effective forbidden to get out of their cars in military fatigues. McDonald's are but about extending the range. consumer-driven premise of quality, service, The drive-thru concept was an immediate success. cleanliness, and value. Kroc' s winning formula was THE MARKET McDonald's Australia has 730 stores with more and watched in awe as restaurant stafffilled orders Today, drive-tlm1 accounts for more than half of quickly shortened to QSC&V- an acronym that Dining out has always been a popular social than 56,000 employees, serving one million for fifteen-cent hamburgers with fries and shakes McDonald's business in Australia. would become and remain an enduring cornerstone activity. These days, it's a part of everyday life customers daily and is one of the largest purchasers every fifteen seconds. McCafe was the first of its kind in the world of the brand. which many of us take for granted. However, it's of Australian products. Kroc saw the massive potential and decided to when it was introduced into the Swanston Street If QSC& V is the cornerstone of the McDonald's easy to forget that a meal in a restaurant was once McDonald's has become a citizen of the world get involved. The McDonald brothers accepted McDonald's in Victoria in 1993. TheMcCateconcept brand, then trust is its bedrock. To its customers, an occasional indulgence enjoyed by a privileged and is committed to being a good corporate citizen. Kroc's offer to become their fu·st franchisee. On was des igned and created by McDonald ' s McDonald 's is a brand that can be trusted; placing few. The popular food service revolution of the last Ronald McDonald House Charities (RMHC) has April 15, 1955, he opened his first McDonald's Australian representatives. Today there are about the customer at the centre of its world; knowi ng 50 years changed all that. awarded more than $250 million in grants to restaurant in Des Plaines, a suburb just n01th of 100 McCafes across Australi a and they are also the right thing to do. Today, dining out is enj oyed every day all over children's programs worldwide since 1984. Chicago. operating in countries like Japan, France, Austria The key to McDonald's success has been its the world by people of all ages and backgrounds. The cornerstone of RMHC is the Ronald McDonald' s served more than 100 million New Zealand and the USA. capacity to touch universal consumer needs with McDonald's is proud to be part of this growing McDonald House program, which provides hamburgers within its first three years of trading McDonald's McOz burger originated from a such consistency that the essence of the brand trend, serving more than a rillllion customers every "homes-away-from-home" for families of seri ously and the l OOth McDonald ' s restaurant opened in group of licensees from northern NSW. Today the has somehow always been relevant to the local day across this nation alone. ill children being treated at nearby hospitals. 1959. popular McOz burger is a permanent men u item. culture, no matter how different that culture might The first Ronald McDonald House in Australia In 1961 Kroc paid $2.7 mj]lion to buy out the McDonald's serves its customers top-quality be from McDonald's origins. With one ofthe most ACHIEVEMENTS opened in 198 1 at Camperdown in Sydney, near the McDonald brothers' interest and in 1963 the food. The best raw ingredients are purchased from powerful brands in the world, McDonald's looks In 2002 McDonald's Australia recorded the highest Royal Alexandra Hospital for Children. 20 years billionth McDonald's hamburger was served li ve long-time suppliers. Food is prepared to a set to enjoy healthy growth far into the future. sales and profitability in its 32 year history. later there are now 10 Ronald McDonald Houses in on prime-time TV. consistently high standard in the restaurant. McDonald's Australia sales were at a record high this country, with another House due to be built at More than thirty years ago in December in 1971 McDonald's menu is continually reviewed and of $1.8 billion, and Australia was also the best Townsville in 2004. McDonald's Australia opened its first restaurant enhanced to ensure that it meets - and wherever PROMOTION THINGS YOU DIDN'T KNOW ABOUT performing country in the Asia Pacific, Middle at Yagoona and served 3,000 customers a month. possible exceeds - customer expectations. From the earliest days, McDonald' s recogrused the McDONALD'S Eastern and African regions. McDonald ' s HISTORY Today there are more than 730 restaurants key role of marketing in the brand-building process. continues to lead the quick service restaurant The McDonald's story began 47 years ago in San throughout Australia, serving more than one million RECENT DEVELOPMENTS As Ray Kroc put it: "There' s something just as 0 On average, McDonald's opens a new market in Australia. Bernadino, California. Ray Kroc was a salesman customers a day. McDonald's employs more than McDonald's was the first quick-service restaurant basic to our success as the hamburger. That restamant every four hours. 55,000 people in Australia and injects $120 million ~~~~fiJi~i;t::a-::l:i.!M- supplying milkshake multi-rillxers to a to make publicly available a complete ingredient something is marketing, McDonald 's style. It's 0 The sun never sets on the Golden ...... ~--.-~i;;;t1 drive-in restaurant run by two in capital expenditure . listing and detail ed nutritional analysis of all its bigger than any person or product bearing the Arches. The most northerly brothers, Dick and Mac The ope rung of a McDonald's restaurant creates products. In 2003, McDonald's Australia launched McDonald' s name." McDonald' s is right on the Arctic McDonald. Kroc, up to I 00 new jobs in the local area. It also creates Adve1tising is certainly not the only cause of Circle in Rovaniemi, Finland, while the calculating from his own many opp01tunities for the local construction and McDonald's success. It is, however, inseparable southernmost is in Invercru·gill, New figures that the building industry, stimul ating the growth of from it. To this day, a fixed proportion of restaurant Zealand. restaurant must be numerous small businesses through sub­ sales is reinvested into advertising and sales 0 Every day, McDonald's serves 45 selling over 2,000 contracting relationships with McDonald ' s. promotion in every market in whi ch McDonald's million customers, but on any one day, milkshakes a month, operates. even as the industry leader, was intrigued to THE PRODUCT McDonald's displays a rare abi lity to act like a McDonald' s sti ll serves less than one know more about From its early roots as a small, family-run hamburger retailer while thinking like a brand; deli vering sales per cent of the world's population.
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