How Does McDonald's Work?: "A Look Behind the Golden Arches: The World of Franchising."

By Marcos Schneider

"The Fast Food phenomenon offers more than just quick meals. Dive into a comprehensive analysis that spans from the beginnings of assembly line production to global business strategies. Discover how McDonald's navigates the balance between culture, nutrition, and business while continually facing new challenges. This book not only sheds light on the history and success but also provides insights into debates surrounding nutrition, workplace quality, and consumer education. A must-read for anyone wanting to understand how Fast Food has shaped our world and continues to do so."

• Language: English
• Publisher: BookRix
• Release date: Aug 18, 2023
• ISBN: 9783755450283

Book preview

Table of contents

1. Introduction

2. Fast Food: A Glimpse into History

 2.1 Ancient Snack Culture

 2.2 Modern Fast Food

 2.3 Health Implications of Fast Food

 2.4 Sustainability and Fast Food

3. The Launch of McDonald's

3.1 The Rise of Drive-in Restaurants in Southern California

 3.2 The Story of Richard and Maurice McDonald

   3.2.1 Taylor's Inspiration

   3.2.2 Ford as Inspiration

 3.3 McDonald's Innovative Self-Service System

 3.4 Beginnings of Franchising

 3.5 Ray Kroc: The Mastermind Behind the Empire

4. Franchising

4.1 Origins of Franchising

    4.1.1 What does Franchise mean?

    4.1.2 Evolution of the Franchising Concept

    4.1.3 Contemporary Franchising

    4.1.4 The Evolution of Franchising

    4.4.4 Challenges for the Franchisee

 4.2 Franchising in the North American Context

    4.2.1 Self-understanding of the North American Franchise Association

    4.2.2 Franchising in North America: A Growth Trend

4.3 Types of Franchise Agreements

    4.3.1 Categorization based on Business Activities

    4.3.2 Other Classification Approaches

4.4 Opportunities and Challenges of the Franchise Model

    4.4.1 Opportunities for the Franchisor

    4.4.2 Challenges for the Franchisor

    4.4.3 Advantages for the Franchisee

4.5 McDonald's Franchise Strategy

5. McDonald's Global Expansion

 5.1 Global Expansion

    5.1.1 McDonald's Rise in Germany

    5.1.2 Spread in Asia and Beyond

5.2 McDonald's and its Impact on Society

6. Children and Families in Focus

 6.1 The Happy Meal Experience

 6.2 Promotional Giveaways

 6.3 The Children's Party

 6.4 KidsZone

7. McDonald’s as a Place of Education

  7.1 The Image of the Mc-Job

  7.2 Training in System Catering

    7.2.1 What is meant by System Catering?

    7.2.2 Uniformity in Production

    7.2.3 Scaling and Central Control

    7.2.4 McDonald’s Continuing Education Initiative

8. Conclusion

Introduction of the author and his goal with the book:

Marcos Schneider, born in Argentina, has been deeply rooted in the world of gastronomy since his childhood. His father, a renowned chef at the Plaza Hotel Buenos Aires, later relocated his expertise to Germany, where he established and built several gastronomic ventures. As a result, Marcos grew up in Germany, surrounded by the art of cooking and the hospitality industry.

From a young age, Marcos began working in the gastronomy field, influenced by his father's passion and dedication. He learned that challenges and obstacles are an integral part of life and that overcoming them is key to success.

At the age of 15, Marcos began his formal career in gastronomy, inspired by his family's culinary expertise. By 18, he found his true calling as a bartender, crafting cocktails and drinks as if he had never done anything else. He further honed his skills and eventually took over the management of a billiards cafe. Later, he co-founded a steakhouse and an online shop for used fashion. In addition to his gastronomic background, he successfully completed his vocational diploma in business and administration with a focus on computer science and delved into the world of app development.

Through his dedication and commitment, Marcos has made a name for himself as a renowned consultant and coach. His understanding of the gastronomy sector, combined with his inspiring personality, has earned him recognition and appreciation.

Marcos has experienced the highs and lows of entrepreneurship and has learned that dealing with rejection and challenges only makes him stronger. He believes in viewing problems as opportunities and sees himself as a lifelong learner.

1. Introduction

If you're green, you're growing. If you're ripe, you rot.

- Ray Kroc-

Food is timeless, yet nowadays we discuss it more than ever. Due to the continuous interest in healthy eating, the gastronomic landscape is evolving swiftly. We're constantly surrounded by new information about eating habits, nutritional facts, and nutrient values. Cities are brimming with a variety of food offers - from fast food to exotic dishes from around the world. Thus, in today's urban landscape, we see everything from quick snacks to gourmet delicacies and upscale restaurants coexisting side by side.

One company that has held its ground in this fast-paced world is McDonald's. Looking back, it started in 1940 when the brothers Richard and Maurice McDonald launched just one restaurant in California. They wanted to venture into the drive-in business after not doing so well in the cinema industry. Their restaurant quickly gained popularity, but it was only after Ray Kroc took over the business in 1961 that the chain went global.

Success doesn't come without continuous adaptation. In the past, food scandals weren't as publicized as they are today. Even McDonald's had to respond to issues such as contaminated meat or genetically modified vegetables.

This analysis focuses on McDonald's and its evolution. Initially, we'll delve into the early days: Why did fast food suddenly become so popular in America? What made the McDonald's restaurant stand out? It turned out their way of selling food rapidly was precisely what people needed at the time.

Another significant turning point was franchising. While the McDonald brothers had this idea, it wasn't until Kroc's leadership that the concept truly thrived. This aspect will be further elaborated upon in the fourth section.

In conclusion, we'll examine McDonald's recent history. Despite facing several setbacks and criticism, the company has always found ways to reinvent itself and remain successful. This success has been influenced by both a connection to younger customers and innovative business models.

2. Fast Food: A Glimpse into History

2.1 Ancient Snack Culture

When we talk about fast food today, we immediately think of quick dishes served in express restaurants. But at its core, two essential aspects define it: speed and the public space. Fast food is mostly about eating quickly when