McDonald's begins with two brothers Richard and Maurice McDonald entrepreneurs, who in 1937 opened the first fast food restaurant near the airport in Monrovia, California, then moved in 1948 to San Bernardino, California (USA). a man named Speedee burger as a logo and including a limited menu and a high volume of sales that marked the success of the new restaurant.In 1954, Ray Kroc, a provider of machine shakes, surprised by the magnitude of the order of teams of "multi-mixers" applied, because of the significance of this order visited the site of the McDonald brothers. It was there observed the crowd and out of that little business of the McDonald brothers, who sold hamburgers to U $ S 0.15. He served there was simple and cheap hamburgers, fries and milkshakes. After discussions with the successful brothers agreed, the "franchise" to enable new local retailing. Under the agreement, Kroc had to collect 1.9% of net income of each concession and a quarter of their income to the brothers would McDonald.Un year later, the McDonald brothers gave him exclusive rights to Kroc for marketing and operation of the McDonald's business.
Thus, the April 15, 1955 was opened in Des Plaines, Illinois (USA) the first local McDonald's Corporation. He was immediately a success, the Midwesterners appreciate being able to go to a Mc Donald's fast food and power without leaving the car in July of that year, opened the second store in Fresno, California. Total company sales of $ 193 000 772.In 1956, "adds 12 restaurants in 1957, already has 40.
Since that time, Kroc made McDonald's the largest service organization in the world quickly basing its success on the operating philosophy of McDonald's system: Quality, Service, Cleanliness and Value.
In 1960, Ronald McDonald is born marked by Willard Scott survived on local television with the character Bozo the Clown, the inspiration for Krusty the Clown from "The Simpsons." According says Scott in his biography "The Joy of Living", Bozo was one of the most beloved by American children at the time, Thus, McDonald's contacted Scott to Bozo shall be seen by opening the first restaurant in Alexandria, Virginia, just three years later, in 1963, the Bozo show had been canceled and the McDonald's asked Scott to invent a whole new character to fill their niche. "So I sat down and created Ronald McDonald's," says the father of the child in his book.
In 1961 Ray Kroc buys out the McDonald brothers for $ 2.7 million. It also opens the Hamburger University in the basement of a restaurant in Illinois and there is the golden arches logo.
In 1965 the chain celebrates its tenth anniversary with the initial public offering of shares at $ 22.5 each. In 1966, McDonald's recorded in the Stock Exchange in New York with the ticker symbol MCD.
In late 1970, competition from other hamburger chains like Burger King and Wendy began to intensify. Experts believe that the fast food industry had become so big, so companies began to fight fiercely for market share. A period of aggressive advertising campaigns and price cuts in the 1980s became known as the "War of the hamburger." Burger King suggested that customers "do it your way," Wendy is offered as "new alternative" to other restaurants and asked, "Where's the beef?" But McDonald's sales and market share continued to grow.
During the 1980's, McDonald's even more diversified its menu to suit the changing tastes of consumers. The company introduced the McChicken in 1980. It proved to be disappointing sales and was replaced by the highly successful Chicken McNuggets a year later. In late 1983, McDonald was the second largest retailer of chicken in the world. In 1985, ready to eat salads were introduced to attract consumers more health conscious. The 1980s was the decade of fastest pace yet. Efficiency, coupled with an expanded menu, continued to attract customers. McDonald, already entrenched in the suburbs began to focus on urban centers and introduced new architectural styles.
McDonald's is a company that changed the way we do business in the world. It is a brand based on the philosophy of Ray Kroc who promoted the business and had the vision to build a large family of men and women who work with everyone to serve the customer, giving you the best quality food quickly, in a clean, safe and friendly and kind attention.In 2000, McDonald's has three new brands: Donatos (pizza chain), Chipotle Mexican Grill (Mexican food for more affluent consumers) and Boston Market (a chain of chicken). According to Dennis Lombardi, director of the firm, "are positioning themselves to be much more flexible and responsive to market opportunities."
In 2010, McDonald's has a presence in 119 countries and territories around the world. It is estimated that every day serving 58 million customers a total of 31,000 local employing more than 1.5 million workers.
