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Global Branding Mcdonald’s Essay

5870 words - 24 pages


The reason how McDonalds Restaurant became a well-established brand around the world began with the series of strategies they used throughout the years in building its success. From the beginning there was only a local food stand more like the food trucks on the streets now to becoming the multi-billion corporation with over a billion employees. The way McDonalds is able to penetrate through different markets around the world is very amazing because they may be the only fast food brand that could be found around the world with the possibility of finding one just at a corner near you. The brand is well known around the world yet they may only know the name and that it is a ...view middle of the document...

This also includes contributing to best practices in the industry like being environmental or being wise in choosing ingredient choices. Over the last decade the McDonalds Restaurants brand remained to be a strong competitor amongst the segment of fast foods.


We sat down and did an interview with one of our consultants, Amy McTeer. She has been working with McDonald’s for twenty years and has been around the world for McDonald’s business trip. I have asked her many questions about global branding for McDonald’s, specifically regarding their practices and successes. Below, I have listed some important and interesting questions that I felt are some critical points.

In short, what makes McDonald’s so successful?
Our commitment and consistency in serving good quality food with a low price and fast speed has fully gained customer’s trust and loyalty. We have created magical moments for kids with a variety of healthy food choice and toys in every Happy Meal. Some restaurants include Play Place for children while some restaurants hold special events such as birthday parties or picture taking with Ronald McDonald and other McDonald’s characters. Aside from bringing happiness to children, we also offer a range of menu choice meeting our customers’ diverse needs and preferences and design drive thru at certain locations to provide dining convenience.

How does McDonald’s ensure that the brand stays positive in the eyes of all consumers?
In every way, we help our customers build better communities. Ronald McDonald House Charities (RMHC) is one way McDonald’s create a magical home for children in need. McDonald’s is also involved in supporting any sports or environmental events such as the Earth Hour, NHL, NBA, NFL, NASCAR and other local activities.

Why McDonald is’s marketing so successful?
McDonald’s brand wouldn’t be a worldwide brand without the help from the innovative team with work closely with such as Leo Burnett for great advertisement or The Marketing Store for packaging designs. Our key to success also comes from world leading companies as our suppliers including, Coca-Cola, Heinz, Quaker, McCain, and other local diverse suppliers. Moreover, our franchise owners have always put customer first in place by delivering quality, service and cleanliness (QSC) at all times. Our values, our people, and our supplier is the key that build and strengthen our McDonald’s brand.

What would you say are the key things needed to penetrate markets outside of Canada?
Our remarkable Golden Arches has made noteworthy impressions throughout every corner of the world. Over the years, our Golden Arches has become a recognizable icon from the magical experience people had at McDonald’s. Moreover, it takes more than just products and marketing schemes to grab the attention and really stand out in the fast food industry market. It takes the willpower and effort to dive into the culture of every country. Whether it is customs or...

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