McDonald’s Bar-B-Que, was a “Drive-in Restaurant” in 1940 which was conceptualized by Richard (Dick) and Maurice (Mac) McDonald’s. Drive-in concept was a new and unique idea to adapt which caught everyone’s attention (Our Company, 2011). The initial mascot of the famous fast food restaurant was “Speedee. ” “Speedee” was a hamburger-headed man wearing a chef’s hat (McDonald’s, 2011).
However, running a restaurant is not a piece of cake, thus, by 1948 they made alterations in their menu by reducing the available food items and calls itself a “self-service drive-in restaurant. The new nine items presented in 1948 were: hamburger, cheeseburger, soft drinks, milk, coffee, potato chips and a slice of pie (Our Company, 2011). In the following year potato chips were replaced by French fries along with additional ‘triple thick milkshakes. ’ In 1954, enters a new significant character for McDonald’s, Ray Kroc. He was fascinated by the profitable new concept by the brothers whom produced best quality product, on the contrary to providing a small menu in a small restaurant.
At the same time the Dick and Mac McDonald’s were in search of an agent to help them begin nationwide franchising (Our Company, 2011). Their vision turned into reality by the help of Ray Kroc. In 1955, Kroc opens a McDonald’s in Desplaines, Illinois which brought in a lot of cash for the corporation (History, 2011). And by the end of 1950s they managed to open 100 McDonald’s restaurant. Following decade started, the 60s, McDonald being itself, so successful, opened a Hamburger University in Illinois.
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During this year they created McDonald into a proper restaurant with indoor seating (Our Company, 2011). They received their first TV commercial hit via their new mascot Ronald in 1966. In the following year, 1967, McDonald’s goes international and today, 2011, it has restaurants in 118 countries all around the world. It is now known to be the world’s largest hamburger fast food restaurant serving more than 52 million customers daily (History, 2011). And Thailand ranked as number 28 by nation master manages to have approximately 88 McDonalds’ restaurants (Food Statistics, 2011).
In 1985, the first McDonald’s restaurant opened in Amarin Plaza, Bangkok, Thailand. McDonald provides protein-full menus including: chicken, pork, beef and seafood. Throughout time McDonald’s in Thailand has embraced the early-morning working culture and started Big Breakfast. Moreover, they also present customer favorites such as McNuggets, burgers, fried chicken and ice cream (History, 2011). Although, McDonald’s in Thailand follow strict 5 operating principles or philosophy you may call it which includes QSC & V.
These letters represent: Quality, Service, Cleanliness and Value. McDonald’s main focus is to produce 100% total customer satisfaction. However, focusing on the 5 figure formula to operate McDonald’s successfully; firstly, quality, is regarding the food presented to the customers. For example, McDonald’s consistently provides their customers with healthy, best standard and tasty products. Secondly, service embraces the efficient and friendly service available at McDonald’s.
Their focus on service makes sure that McDonald’s can maximize customer satisfaction offering full help via provided techniques and training. Thirdly, cleanliness was first magnified by Ray Kroc back in 1955. From that day till today, McDonald’s makes sure they present themselves cleanly. Cleanliness in a fast food restaurant has to deal with a clean kitchen, dining area, rest rooms and the exterior. Lastly, value is all about the experience you pay for and prices of the products at McDonald’s. The experience they allow you to have is the environment, fine service and enjoyable food (QSC&V, 2011).
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