Standards of Business Conduct the Promise of the Golden Arches the Basis for Our Entire Business Is That We Are Ethical, Truthful and Dependable
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Chapter 01 1
Chapter 01 1. Introduction McDonald's is one of the best-known brands worldwide. This case study shows how McDonald's continually aims to build its brand by listening to its customers. It also identifies the various stages in the marketing process. Branding develops a personality for an organization, product or service. The brand image represents how consumers view the organization. Branding only works when an organization behaves and presents itself in a consistent way. Marketing communication methods, such as advertising and promotion, are used to create the colors, designs and images, which give the brand its recognizable face. At McDonald's this is represented by its familiar logo - the Golden Arches. Marketing involves identifying customer needs and requirements, and meeting these needs in a better way than competitors. In this way a company creates loyal customers. The starting point is to find out who potential customers are - not everyone will want what McDonald's has to offer. The people McDonald's identifies as likely customers are known as key audiences. McDonald’s has come up with advertising campaigns to help combat the dropping sales such as its New Taste Menu, and this was geared toward the healthier consumer. The message was that the company was tasty and nutritious, friendly folks and fun could be found at McDonald’s. 1.1 Problem Statement McDonald’s has been forced to contend with a number of potential obstacles to growth in recent years, most notably stark criticism and a less-than-favorable global economic climate that has seen consumers reduce their discretionary spending. -
Standards of Business Conduct the Promise of the Golden Arches
Standards of Business Conduct The Promise of the Golden Arches “The basis for our entire business is that we are ethical, truthful and dependable.” “The basis for our entire business is that we are ethical, truthful and dependable. It takes time to build a reputation. We are not promoters. We are business people with a solid, permanent, constructive ethical program that will be in style…years from now even more than it is today.” — Ray Kroc, 1958 2 Standards of Business Conduct 3 McDONALD’s VALUES We place the customer experience at the core of all we do Our customers are the reason for our existence. We demonstrate our appreciation by providing them with high quality food and superior service, in a clean, welcoming environment, at a great M c value. Our goal is QSC&V for each and every customer, each and every time. DONAL We are committed to our people D ’ S We provide opportunity, nurture talent, develop leaders and reward achievement. We believe VALUE that a team of well-trained individuals with diverse backgrounds and experiences, working together in an environment that fosters respect and S drives high levels of engagement, is essential to our continued success. We aspire to be our customers’ favourite We believe in the McDonald’s System McDonald’s business model, depicted by the place and way to eat. “three-legged stool” of owner/operators, suppliers, and company employees, is our foundation, and the To achieve this mission, balance of interests among the three groups is key. our actions as individuals and as a system must We operate our business ethically reflect our Values. -
Germany Corporate Responsibility Report 2016 at a Glance Content Corporate Responsibility Report 2016
faCts & figures McDonald's Germany Corporate responsibility report 2016 at a glanCe CONteNT Corporate Responsibility Report 2016. At a glance – Facts & Figures / Seite: 2 CONTENT 3 1. ABOUT THIS REPORT 4 2. ABOUT McDONALD'S GERMANY 4 Market position 4 Restaurants 5 Corporate Governance 6 Social Commitment 7 3. OUR FOOD AND WHERE IT COMES FROM 7 Suppliers 7 Raw materials 9 CO2 footprint of supply chain 9 BEST Programs 10 Quality label 11 Product quality and safety 11 Dialog with guests 13 Happy Meal 14 4. ENVIRONMENTAL MANagEMENT IN AND AROUND OUR RESTAURANTS 14 CO2 footprint 15 Energy consumption at restaurants 16 Logistics 17 Packaging 17 Waste and recycling 19 5. THE PEOPLE AT McDONALD'S 19 Employees 20 Diversity and equal opportunity 21 Vocational training and university education 21 Training and skills building 22 Occupational health and safety 22 Remuneration 23 6. EXPLANATORY NOTES 30 7. GRI CONTENT INDEX 34 8. INDEPENDENT ASSURANCE REPORT BY KPMG 37 9. PUBLISHING DETAILS 1. AboUT thIS report Corporate Responsibility Report 2016. At a glance – Facts & Figures / Seite: 3 ABOUT THIS REPORT ReportING PERIOD AND proFILE McDonald’s Germany updates and publishes its sustainability data every year. This GRI indicators: “Facts & Figures” brochure outlines our key figures and the progress we made in 2016. It G4-28, G4-29, G4-30, G4-32, supplements McDonald’s Germany Corporate Responsibility Report 2016 – At a glance, G4-33 which we have printed and made available in all restaurants. We publish a full corporate responsibility report every two years. Our last full report came out in 2015. -
Clowning with Kids' Health – the Case for Ronald Mcdonald's
Brought To You By: and its campaign Clowning With Kids’ Health THE CASE FOR RONALD MCDONALD’S RETIREMENT www.RetireRonald.org Table of Contents FOREWORD ....................................................................................... Page 1 INTRODUCTION ................................................................................. Page 2 RONALD MCDONALD: A RETROSPECTIVE .......................................... Page 4 Birth of a pioneer…in marketing to kids ................................................ Page 5 Clown at a crossroads ........................................................................ Page 6 Where’s RONALD? ........................................................................... Page 7 What did Americans find? .................................................................... Page 8 Clowning around schools .................................................................... Page 8 McSpelling and Teaching .................................................................... Page 10 The Ironic Ronald McJock .................................................................... Page 11 Providing his own brand of healthcare ................................................... Page 12 Taking to the tube .............................................................................. Page 13 The McWorld Wide Web ....................................................................... Page 14 PUTTING RONALD ON KIds’ BraINS, PAST PARENTS ......................... Page 15 The power of getting the brand in kids’ hands -
An Introduction to Mcdonaldization
Ritzer-ch01.qxd 1/22/02 11:05 AM Page 7 1 An Introduction to McDonaldization George Ritzer cDonald’s is the basis of one of the most influential developments in Mcontemporary society. Its reverberations extend far beyond its point of origin in the United States and in the fast-food business. It has influenced a wide range of undertakings, indeed the way of life, of a significant portion of the world. And that impact is likely to expand at an accelerating rate. However, this is not . about McDonald’s, or even about the fast-food business. Rather, McDonald’s serves here as the major example, the paradigm, of a wide-ranging process I call McDonaldization—that is, the process by which the principles of the fast-food restaurant are coming to dominate more and more sectors of American society as well as of the rest of the world. As you will see, McDonaldization affects not only the restaurant business but also . virtually every other aspect of society. McDonaldization has shown every sign of being an inexorable process, sweeping through seem- ingly impervious institutions and regions of the world. Editor’s Note: Excerpts from “An Introduction to McDonaldization,” pp. 1–19 in The McDonaldization of Society, 3rd ed., by George Ritzer. Copyright © 2000, Pine Forge Press, Thousand Oaks, CA. Used with permission. 7 Ritzer-ch01.qxd 1/22/02 11:05 AM Page 8 8 Basics, Studies, Applications, and Extensions The success of McDonald’s itself is apparent. “There are McDonald’s everywhere. There’s one near you, and there’s one being built right now even nearer to you. -
1 UNITED STATES DISTRICT COURT for the NORTHERN DISTRICT of ILLINOIS EASTERN DIVISION VICTORIA GUSTER-HINES and DOMINECA NEAL, P
Case: 1:20-cv-00117 Document #: 1 Filed: 01/07/20 Page 1 of 103 PageID #:1 UNITED STATES DISTRICT COURT FOR THE NORTHERN DISTRICT OF ILLINOIS EASTERN DIVISION VICTORIA GUSTER-HINES and DOMINECA NEAL, Plaintiffs, vs. Case No. McDONALD’S USA, LLC, a Delaware limited liability company, Jury Trial Demanded McDONALD’S CORPORATION, a Delaware corporation, STEVEN EASTERBROOK, CHRISTOPHER KEMPCZINSKI, and CHARLES STRONG Defendants. COMPLAINT FOR DEPRIVATIONS OF CIVIL RIGHTS Plaintiffs, Victoria Guster-Hines and Domineca Neal, by attorneys Carmen D. Caruso and Linda C. Chatman, bring suit under the Civil Rights Act of 1870 (42 U.S.C. §1981) against Defendants McDonald’s USA, LLC, McDonald’s Corporation, Steven Easterbrook, Christopher Kempczinski, and Charles Strong to redress intentional race discrimination, disparate treatment, hostile work environment and unlawful retaliation. INTRODUCTION 1. Plaintiffs Vicki Guster-Hines and Domineca Neal are African American senior executives at McDonald’s USA, LLC, the franchisor of the McDonald’s 1 Case: 1:20-cv-00117 Document #: 1 Filed: 01/07/20 Page 2 of 103 PageID #:1 restaurant system in the United States. They bring suit to redress McDonald’s continuing pattern and practice of intentional race discrimination that should outrage everyone, especially those who grew up going to McDonald’s and believing the “Golden Arches” were swell. 2. Vicki joined McDonald’s in 1987 and Domineca joined McDonald’s in 2012. They are highly qualified, high-achieving franchising executives, but McDonald’s subjected them to continuing racial discrimination and hostile work environment impeding their career progress, even though they both did great work for McDonald’s, which the Company consistently acknowledged in their performance reviews. -
History of Hamburgers Michael Dickens
History of Hamburgers The hamburger is known today as one of the staples of American cuisine but, it has a long history outside the United States. The dish traveled far and evolved over time to become what we know today as the hamburger. 1200: A Meal for Soldiers The Hamburger’s journey starts in Mongolia where Mongol warriors, being constantly on the move, would stuff scraps of meat M o n g o l i a underneath their horse saddles. The meat would be tenderized by the friction between the horse and the saddle. 1238 w co os M Mongolia After the Mogols, under Kublai Khan invaded Moscow, the Russians Moscow adopted this ground meat dish and called it “steak tartare”. Tartare is the name given to the Mongols by the Russians. 1600 It was around this century when minced beef dishes like steak tartare became a delacacy across Europe, with some countries adding their own touch making the beef into sausages. Moscow Hamburg Through maritime trade, steak tartare g r u made its way to the ports of Hamburg, b m Germany and was renamed “Tartare a H Steak” 1700: America Bound In the 18th century when steak tartare made its way to America One of the largest ports in all of Europe was in Hamburg, so it made sense for American settlers to trade resources. Sailors from New York brought tartare steak back, and gave it a new name: “Hamburg steak”. German immigrants also brought along a version of Hamburg steak. This version had shreds of low grade g New York r beef flavored with spices. -
Mcdonald's and the Rise of a Children's Consumer Culture, 1955-1985
Loyola University Chicago Loyola eCommons Dissertations Theses and Dissertations 1994 Small Fry, Big Spender: McDonald's and the Rise of a Children's Consumer Culture, 1955-1985 Kathleen D. Toerpe Loyola University Chicago Follow this and additional works at: https://ecommons.luc.edu/luc_diss Part of the History Commons Recommended Citation Toerpe, Kathleen D., "Small Fry, Big Spender: McDonald's and the Rise of a Children's Consumer Culture, 1955-1985" (1994). Dissertations. 3457. https://ecommons.luc.edu/luc_diss/3457 This Dissertation is brought to you for free and open access by the Theses and Dissertations at Loyola eCommons. It has been accepted for inclusion in Dissertations by an authorized administrator of Loyola eCommons. For more information, please contact [email protected]. This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License. Copyright © 1994 Kathleen D. Toerpe LOYOLA UNIVERSITY OF CHICAGO SMALL FRY, BIG SPENDER: MCDONALD'S AND THE RISE OF A CHILDREN'S CONSUMER CULTURE, 1955-1985 A DISSERTATION SUBMITTED IN CANDIDACY FOR THE DEGREE OF DOCTOR OF PHILOSOPHY DEPARTMENT OF HISTORY BY KATHLEEN D. TOERPE CHICAGO, ILLINOIS MAY, 1994 Copyright by Kathleen D. Toerpe, 1994 All rights reserved ) ACKNOWLEDGEMENTS I would like to thank McDonald's Corporation for permitting me research access to their archives, to an extent wider than originally anticipated. Particularly, I thank McDonald's Archivist, Helen Farrell, not only for sorting through the material with me, but also for her candid insight in discussing McDonald's past. My Director, Lew Erenberg, and my Committee members, Susan Hirsch and Pat Mooney-Melvin, have helped to shape the project from its inception and, throughout, have challenged me to hone my interpretation of McDonald's role in American culture. -
Mclibel: a Case Study in Enlish Defamation
MCLIBEL: A CASE STUDY IN ENGLISH DEFAMATION LAW MARLENE ARNOLD NICHOLSON* I. INTRODUCTION...........................................................................................2 II. FREEDOM OF SPEECH JURISPRUDENCE UNDER THE EUROPEAN CONVENTION .....................................................................13 A. THE COMMISSION DECISION IN MCDONALD’S ...........................................16 B. HERTEL V. SWITZERLAND ............................................................................20 C. PRINCIPLES OF ADJUDICATION UNDER ARTICLE 10 ..................................24 D. APPLYING ARTICLE 10 TO MCDONALD’S...................................................30 III. DEFAMATION LAW IN ENGLAND AND THE UNITED STATES .........................................................................................................31 A. WHEN IS A STATEMENT DEFAMATORY?....................................................31 B. JUSTIFICATION ..........................................................................................34 C. FAULT.......................................................................................................35 D. “OPINION,” “FAIR COMMENT” AND “PROVABLE AS FALSE”.....................36 IV. THE MCDONALD’S OPINION.................................................................43 A. STARVATION IN THE THIRD WORLD..........................................................45 B. DESTRUCTION OF RAIN FORESTS...............................................................58 C. USE OF RECYCLED PAPER MATERIALS ......................................................61 -
Standards of Business Conduct the Promise of the Golden Arches
Standards of Business Conduct The Promise of the Golden Arches “The basis for our entire business is that we are ethical, truthful and dependable.” “The basis for our entire business is that we are ethical, truthful and dependable. It takes time to build a reputation. We are not promoters. We are business people with a solid, permanent, constructive ethical program that will be in style…years from now even more than it is today.” — Ray Kroc, 1958 2 Standards of Business Conduct 3 McDONALD’s VALUES Dear Fellow McDonald’s Employee, We place the customer experience at the core of all we do Our customers are the reason for our existence. We demonstrate our appreciation by providing For more than 50 years McDonald’s has been a company guided by them with high quality food and superior service, in a clean, welcoming environment, at a great M core values. Our founder, Ray Kroc, built this great company on the seven basic c D value. Our goal is QSC&V for each and every customer, each and every time. O principles that continue to guide our behaviour, actions and decisions every day: N A L We place the customer experience at the core of all we do We are committed to our people D ’ We provide opportunity, nurture talent, develop leaders and reward achievement. We believe S We are committed to our people V A that a team of well-trained individuals with diverse backgrounds and experiences, working LU We believe in the McDonald’s System together in an environment that fosters respect and es We operate our business ethically drives high levels of engagement, is essential to our continued success. -
Regiocentric Orientation Strategy in Fast Food Chain
IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 17, Issue 8.Ver. I (Aug. 2015), PP 01-04 www.iosrjournals.org Regiocentric orientation strategy in fast food chain Prof. Kunal Bhanubhai Upadhyay BBA Faculty, SRK Institute of Management & Computer Education, Sapeda-Anjar (Gujarat). India. Abstract: Fast food restaurants usually have a seating area in which customers can eat the food on the premises, orders are designed to be taken away, and traditional table service is rare. Orders are generally taken and paid for at a wide counter, with the customer waiting by the counter for a tray or container for their food. A "drive-through" service can allow customers to order and pick up food from their cars. Nearly from its inception, fast food has been designed to be eaten "on the go" and often does not require traditional tableware and is eaten as a finger food. Common menu items at fast food outlets include fish and chips, sandwiches, pitas, hamburgers, fried chicken, french fries, chicken nuggets, tacos, pizza, and ice cream, although many fast food restaurants offer "slower" foods like chili, mashed potatoes, and salads. McDonald's in the United States will have the same experience as someone visiting a McDonald's in Japan. The interior design, the menu, the speed of service, and the taste of the food will all be very similar. However, some differences do exist to modify to particular cultural differences. I. Introduction Mcdonald’s & Its Global Strategies The purpose of this document is to analyze the existence of McDonald’s Corporation and its Global Strategies. -
Antero Maximiliano Dias Dos Reis Mcdonald's
ANTERO MAXIMILIANO DIAS DOS REIS MCDONALD’S: A DURA FACE DO TRABALHO FLEXÍVEL NO MUNDO JUVENIL (FLORIANÓPOLIS, 2000-2007) FLORIANÓPOLIS – SC 2009 Livros Grátis http://www.livrosgratis.com.br Milhares de livros grátis para download. UNIVERSIDADE DO ESTADO DE SANTA CATARINA - UDESC CENTRO DE CIÊNCIAS HUMANAS E DA EDUCAÇÃO – CCE/FAED PROGRAMA DE PÓS-GRADUAÇÃO EM HISTÓRIA ANTERO MAXIMILIANO DIAS DOS REIS MCDONALD’S: A DURA FACE DO TRABALHO FLEXÍVEL NO MUNDO JUVENIL (FLORIANÓPOLIS, 2000-2007) Dissertação de Mestrado apresentada ao Programa de Pós-Graduação em História da Universidade do Estado de Santa Catarina, como requisito para obtenção de título de Mestre em História. Orientadora: Dra. Sílvia Maria Fávero Arend FLORIANÓPOLIS – SC 2009 2 ANTERO MAXIMILIANO DIAS DOS REIS MCDONALD’S: A DURA FACE DO TRABALHO FLEXÍVEL NO MUNDO JUVENIL (FLORIANÓPOLIS, 2000-2007) Dissertação aprovada como requisito parcial para obtenção do grau de Mestre, no curso de Pós-Graduação em História na Universidade do Estado de Santa Catarina. Banca Examinadora: Orientadora:_______________________________________________________ Dra. Sílvia Maria Fávero Arend Universidade do Estado de Santa Catarina Membro: _________________________________________________________ Dra. Cristiani Bereta da Silva Universidade do Estado de Santa Catarina Membro: _________________________________________________________ Dra. Esmeralda Blanco Bolsonaro de Moura Universidade de São Paulo FLORIANÓPOLIS, fevereiro de 2009. 3 Dedico à Sônia, Patrícia e Jade. 4 AGRADECIMENTOS: Gratidão, esta palavra-tudo. Agradeço, primeiramente, a minha estimada orientadora: Professora Doutora Sílvia Maria Fávero Arend, por ter acreditado e confiado na possibilidade da realização desta pesquisa, por tê-la tornado realmente possível. Agradeço- lhe por esta difícil tarefa que é orientar, por sua ajuda, dedicação e interesse. Agradeço à Professora Doutora Cristiani Bereta da Silva, que tem me oportunizado ideias valorosas com seu conhecimento e sensibilidade.