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How McDonalds Was Created

Updated on January 12, 2016

The Great Champion

The brand McDonalds has become synonymous with fast food, or as they prefer, American fast food. The largest network of this food chain is one of the symbols of capitalism and the American way of life in the world. "Challenged. Hated. Target of numerous protests." None of this seems to undermine its global dominance. The brand has become so well known that the prestigious magazine The Economist uses its main sandwich, the Big Mac, to make comparisons of purchasing power between countries. The McDonalds may even disappear someday, but their culture is deployed forever in the world.

How It All Began

The story of the transformation of McDonald'sinto the most progressive in the world food supply system, began in 1937 when brothers Richard (Dick) and Maurice (Mac) McDonald opened a modest restaurant on the Drive-In system in Arcadia city, the state of California to sell hot dogs. Shortly after, in 1940, they moved to the city of San Bernardino, Calif, where they opened a restaurant on May 15th with the name of MCDONALD'S BAR-BQ on the famous Route 66. This has become extremely popular and a very profitable business. The menu contained 25 items, most of them barbecues. In 1948, after noticing that most of the money they earned came from hamburger sales, which at that time cost US $ 0.15, the brothers totally renovated the restaurant.

Among the innovations adopted were: replacement of all utensils - cutlery, cups and plates for disposable packaging; public viewing the kitchen where customers could see the impeccable hygiene and cleanliness in food preparation; eliminating waitress service, making the clients themselves had to leave their cars and go to order directly at the counter; and a new form of production of sandwiches with the redesign of the menu and food prepared based on an assembly line. When the restaurant was reopened the menu had been reduced to only 9 items, including hamburger, cheeseburger, milkshake, potato chips, soft drinks, coffee and pie pieces, whose fame quickly spread through the mouth to mouth. At this time the restaurant has adopted the slogan "Famous Hamburgers". The following year the famous French Fries (fried potatoes as we know it) debuted on the restaurant menu. At that time the famous yellow M also emerged : to draw the attention of drivers at night.

In 1953, the brothers began to create franchises of their restaurant; Neil Fox opened the first franchised unit. The second restaurant was opened in Phoenix, Arizona, being the first to use the style based on the famous "Golden Arches", created by the famous American architect Stanley Meston Clark. The original restaurant was rebuilt on that style as well. Later this year, the fourth restaurant opened in Downey California, located on the corner of Lakewood and Florence Avenue, which until 1994 was the oldest restaurant in network operation.

The history of small business began to change in 1954 when the machine salesman, a guy named Ray Kroc, was fascinated by the popularity and style of McDOnald's restaurant during his business visit. He proposed to the brothers, who already have franchises to sell outside the original company location (state of California and Arizona), to be the first to open the franchise unit. Then he left for Chicago with a new restaurant plan, a recipe for fried potatoes and a contract that gave him permission to find new places for affiliates. One of the most important requirements was that all restaurants should have to look exactly like the original.

On April 15, 1955 the sales representative opened his first restaurant in Des Plaines, in the state of Illinois, serving good quality burgers with fast and courteous service, in a totally clean environment; concepts so far connected to the grid . The original McDonald's menu was small: hamburger (US $ 0.15), cheeseburger (US $ 0.19) fries (US $ 0.10), soft drinks (US $ 0.10 and US $ 0.15), coffee (US $ 0.10) and milkshake (US $ 0.20). In the first days the total sales was US $ 366.12, something extraordinary if we imagine that at that time the sandwiches cost a measly cents. The literature now often refers to this date as the "beginning" of McDonald's, who already had 15 years, hiding the McDonalds brothers in history and giving greater value to the "founder" Ray Kroc.The company also calls this restaurant "McDonald's number 1".

A year later, Ray Kroc had already set up a network of more than 20 restaurants around the US territory. In 1958 it completed the sale of more than 100 million burgers. In the early 1960s, his dedication to the establishments was full, and then he got tired of the McDonald brothers lethargy. With the help of an investor he disbursed $ 2.7 million and bought out the brothers in business, which renamed its original restaurant for "The Big M". But Kroc took him into bankruptcy later. In 1962, the restaurant network in the city of Denver in Colorado was the first to provide places to sit inside, offering guests chairs and tables and, consequently, much more comfort. In 1967, with nearly a thousand restaurants in operation in the United States, the network began its international climbing, inaugurating a unit in the city of Richmond, Canada, and another in Puerto Rico. The following year the current design of the restaurants, with mansard roof (small roof around the restaurant) and tables inside, was introduced as standard across the network.

Other improvements would be implemented in the following years, for example, the first McDonald's restaurant was opened in July 1971 in Asia, located in the Ginza district in Tokyo; in Europe on August 21 in the city of Zaandam in the Netherlands, followed in December the opening of the first restaurant in Germany in Munich, which was the first network to sell alcohol (beer); in 1974 the first restaurant was opened in a zoo in the city of Toronto in Canada; on April 6, 1988 in the city of Dale City, American state of Virginia; McDonald's the biggest restaurant in the world to the present day, was opened in Beijing, in the capital of China (over 700 seats) in 1992; in Africa, the first restaurant network was opened in 1994 located in the city of Cairo in Egypt.

In 2004, McDonald's initiated a revolution in its concept: after a heavy criticism about the evils of its meals in relation to health, the main network concern has offered a healthier menu and less caloric hamburgers to their customers, and developed campaigns and actions against childhood obesity focusing on healthy living. After a series of the company's efforts, such as the review of its menu and the cut sodium and calories in food, McDonald's positioned itself as a healthy choice of food. The menu then went on to have more healthy food options like salads, chicken and other fresh items such as fruits and vegetables. In addition, as of March 2006, all product packaging now include full nutritional information. The year 2008 was marked by a historical fact: the inauguration of the thousandth restaurant in the Chinese territory, one of the most important markets for the network. Recently, the company invested approximately $ 2.1 billion to open thousand new restaurants as well as redesigning the existing ones, adapting them often to local habits of each country.

Big Mac

The symbol of the network sandwich, BIG MAC, was created in August 1967 by Jim Delligatti, one of McDonald's franchisees in the city of Pittsburgh, Pennsylvania, who was inspired by a sandwich called Big Boy. The so-called sandwich contained two meat burgers separated by a third and central slice of bread, stuffed with ingredients like lettuce, pickles, onions, cheese and mayonnaise. From its own budget, it aimed to attract adult consumers, thus resulting in the most famous sandwich in the world: two burgers, between three slices of bread, lettuce, cheese, special sauce, onion and two slices of pickles, sold US $ 0.45.

The immediate success came, as the following year the BIG MAC accounted for 19% of sales network and became part of the menu officially. Its first foray abroad was later that year when it began to be sold in Canada. In 1998, the town of Irwindale, in California, was called "Capital of the Big Mac," after a study revealed that each inhabitant ate on average 337 sandwiches per year. Currently the network sells more than 1.5 billion Big Macs. After the Americans, the Japanese are the largest double burger fans. The Big Mac is the only item belonging to the menu of the entire network, having the same name in all countries. In Brazil, the sandwich has 491 calories, 26 grams fat, 26 grams protein, 40 grams of carbohydrates and 178 Sesame grains. In France, there is now a version with whole wheat bread. All other ingredients remain unchanged. The famous Jingle Big Mac aired for the first time in 1974 and became one of the songs sung known worldwide. According to the latest update from the Big Mac index the price of traditional sandwich in Ukraine is $ 2.11, one cent cheaper than the runner-up country, Hong Kong. Meanwhile, in Brazil the sandwich costs less only of what is sold in Switzerland, Norway and Sweden on a published list of 44 countries. In Brazil, the Big Mac costs the equivalent of US $ 5.68. The same sandwich sells for US $ 6.81 in Switzerland and US $ 4.20 in the United States.

Happy Snack

Why today McDonald's has a huge worldwide success, is that the network owes much to children. It was in 1977 in the city of St. Louis, the network launched a market test by introducing the HAPPY MEAL,a product designed for children as part of the promotion "Circus Wagon". The idea came from the mind of Dick Brams, the advertising manager, who hired an agency to develop a selling sandwich into a kind of kit with a toast, served in a theme box, to attract children to the restaurants of the network, thereby promoting McDonald's as a family brand. It was only in June 1979 that the HAPPY MEAL would be released nationally in the United States. The first HAPPY MEAL, which cost only $ 1, consisted of a hamburger or cheeseburger, a small soda, a small french fries and lots of cookies. The gifts contained in the original kit was a puzzle, a bracelet of McDonaldland characters and a kind of portfolio. In the following decades, besides being introduced in many countries, the product was an important marketing tool to attract consumers to a small restaurants network, always having the toy surprises in their kit. Each year more than 1.5 billion toys are distributed through the Happy Meal.

The kit is known as HAPPY MEAL in almost all countries except Canada (French part) where it is called JOYEUX feasts; in Japan known as HAPPY SET; in Spanish-speaking countries and Puerto Rico called HAPPY CAJITA; and in Brazil where it is called Happy Meal.


McDonald's packaging is not much more than just pieces of paper or cardboard to protect their food. They are a unique opportunity to connect the brand with its more than 68 million consumers every day all over the world. An effective means of communication where the company can not only present the product in question, but also transmit the values ​​of the brand. Over the years the packages have gone through numerous modifications, but without adopting a global visual identity and varying widely from country to country.

Until in 2008 the network presented its new and modern packaging, first implemented in the US and England. With a nice mix of texts, graphics and sophisticated treated images, the new packaging illustrated the high quality ingredients and valued the taste of food, giving less focus on the brand, and more on the product itself. In addition, the new packaging was more dynamic and colorful, and reinforced modern information to consumers, highlighting messages and photos on ingredients, product description and nutritional values. The network has developed a new system for their packaging system which can be identified in all parts of the world. This included color palette, typography and photography techniques. The packages were flexible enough to accommodate 56 languages. In 2009 the packaging debuted top ten of the network markets from Argentina to Egypt.

In 2013 the brand has redesigned its packaging again with a new design, now include QR Codes with more information about their products. In addition to nutritional information, the new packaging is used as a platform to convey the history of modern brand. For this, there is a mixture of texts, illustrations and the QR code, which makes it accessible data through mobile devices.


The concept was created in 1993 across the world, in Melbourne, Australia, with the proposal to offer new network of products and services to regular consumers in the restaurants, further enhancing the experience in McDonald's. Inspired by traditional European cafes, the atmosphere was a bit different there, it's more modern and welcoming. In addition to coffee, cold drinks, sweet and savory, they were offering an exquisite menu and varied choices at any time of day. In Brazil, the first McCafe opened in São Paulo, at Avenida Paulista, in August 2000. Only in 2001 this concept was introduced in the United States, starting with the city of Chicago, Illinois, and then in other countries. Today it is presented in more than 35 countries.

The famous Drive-Thru

The Drive-Thru is an extension of McDonald's restaurant that allows consumers to receive their products with the same courtesy and speed offered over the counter, but without leaving the car to receive the application. So much convenience makes life much easier for families with children and the elderly, especially in cold or rainy days, and also of young people seeking a meal to restore forces after the holidays. This concept began to be developed from a pioneering experiment conducted in 1975 in the city of Sierra Vista, Arizona State. The system became operational on 24 January and was deployed to serve American soldiers that were forbidden to join in military uniforms in shops. Since then, new procedures and equipment have been adopted to ensure the delivery of accurate application, always delivering hot food quickly and courteously in customer service. The concept is also known as Self-Mac or McDrive in some countries.

Changes And Differences

The shift in the image of McDonald's is the result of a broad movement that began about ten years ago when the network became identified as one of the most responsible companies against the alarming rates of obesity in the American population. The MCDONALD'S has also become the target of the wrath of anti-globalization protest movements against the war in Iraq, against GMOs, trans fat and even against the devastation of the Amazon. Virtually everything bad that happened was just dripping on brand image. The ideological patrol soon had an impact on numbers: between 2000 and 2003, brand value fell 9%. It was necessary to react. Under intense pressure the network began a major process of image reconstruction. Healthy foods like salads, fruits, juices and vegetables were added to the menu. The company acted quickly and forcefully to reinvent itself and adapt to new market conditions. After surrendering to healthy foods, the network began a new stage in its change of image, with different shops and services for each region of the planet.
Owner of a remarkable personality and exceptional entrepreneurial spirit, the creator of the network, Ray Kroc, used to say, he did not know if his company would be selling hamburgers in 2000, but was sure that whatever he was selling, it would be the world leader in its sector. In early 2009, after 25 years of the death of Kroc, the burger was still supporting pillar of the largest fast food company in the world, but to keep the leadleadership McDonald had to initiate changes - in some cases to the point of becoming unrecognizable. A customer who today visits the chain stores in Europe, Latin America and even in the United States in search of predictability of a Big Mac and Coke, surely would be surprised at the options available in each country. Plastic seats, formica tables and even the overall decor in red and yellow colors that have become a symbol of the network are now a thing of the past in many of its tores. Likewise, the reduced menu - with variations on a theme of bread, meat and cheese, accompanied by fries and soda - grew and gained new items, many of them extremely healthy.

In France, for example, snack bars offer wine and sandwiches incorporating local ingredients, such as Reblochon cheese. In Italy, McDonalds offers pasta and England serves up porridge for breakfast. In Europe, where the network has more than 6,000 stores, the company invested about $ 800 million for the renovation of older units and installation of new restaurants that meet the tastes of Europeans known to spend long hours at the table. For this, the network design center outside Paris offers European franchisees eight different models of restaurants, created by renowned architects and designers such as Philippe Avanzi and the Danish Arne Jacobsen. Even in the United States, the homeland of the burger, the network has adopted changes such as the inclusion of specialty coffees - a kind of most popular version of the products offered by Starbucks.

The main changes in the world can be seen in many countries:United States - The network changed the opening hours of restaurants, now it opens earlier to stretch the breakfast period and close in the early morning to meet owls. Europe - invested heavily in design and comfort to better serve consumers who tend to spend more time at the table. The network also invested in cafes and derived drinks and introduced items such as organic products (eggs and milk) and new versions of chicken sandwiches. In addition, the major change occurred in its logo, which, in many cases, the traditional red gave way to a dark green to get pass a more environmentally friendly image. Brazil - The network increased the number of products with local ingredients (guava sauce for ice cream and cheese bread in the cafes) and reinforced the politically correct appeal with the opening of an ecological unit on the coast (the second of its kind in the world) . In addition, some stores have gained new decoration, until recently unthinkable for the network, such as a lobby with leather furniture in the place of old plastic seats in sober colors like black and ivory.

Regarding the menu the network has some specific products for certain regions: in Australia, the sandwich McOz takes burger and beet, common ingredients of snack in that country; in Canada some coastal towns shops have McHomard (in French, "McLagosta"); in Chile the menu offers McPalta with guacamole and cheese empanadas; in Greece there is a Greek Mac , made ​​with two burgers and yogurt sauce in pita bread; in India the most popular sandwiches are McAloo Tikki (made of a mass of potato and pea) and Maharaja Mac (a Big Mac made ​​with chicken instead of beef) because Hindus do not eat beef burger, sacred animal to that religion, but to those who eat meat, there are sandwiches with goat and chicken steak and spicy; in Japan there are chips with seaweed flavor and even McRice (pure rice portion); in Israel the food is Kosher approved by the rabbi, and the network does not serve anything with cheese or dairy products; in Norway it is the McWrap based on fresh salmon filet of Hitra island; in France some stores offer a type of soft drink made ​​from apple for children, called Champomy , sold in a container similar to a bottle of champagne; in Portugal there is McMarins , a kind of nugget made ​​of cod; in Uruguay there is McHuevo , an ordinary sandwich, but with boiled egg coverage; already in Costa Rica, there is the Gallo Pinto , combined rice and black beans, which can take the place of french fries as an accompaniment; and the Middle East is famous for the McArabia , introduced in 2003, is available in two versions, Grilled Chicken (chicken) and Grilled Kofta (meat and spices), leading ingredients like lettuce, tomato, onion, garlic mayonnaise and two burgers chicken or beef, all wrapped in a pita. In addition, the network sells beer in countries like France, Germany, Spain, Portugal, Romania, Czech Republic and Italy.

An Excited Spokesman

Magician and juggler, Ronald McDonald is the symbol and an old acquaintance of children in all countries where the brand is present, promoting the network in 25 different languages ​​around the world. The story began in 1960 when a franchisee network in the capital of Washington decided to promote his unit with a television advertisement. At that time, there was still a national marketing plan for McDOnald's brand and each local franchise established the criteria by which they tried to attract the public. Children's shows, at that time, were among the most watched programs, especially "The Bozo Circus", broadcast by a channel in Washington, affiliated with the NBC television network. The franchisee's has become one of the program's sponsors, seeing in it the direct way to reach its target audience: children. Thus, McDonald's began appearing on television through the clown Bozo, announcing their products in a very unsubtle means: directly inducing children to ask Mom and Dad to take them to McDonald's.

The clown was so successful that was invited to attend the openings of new restaurants of McDonald's in Washington, always leading to the formation of long lines in front of stores. But in 1963, the station removed the air program, citing falling audience, and the franchisee lost one who had become his great spokesman with the children. Only the shop owner in Washington decided to create their own clown and put it in television advertisements, using the same actor who had personified the charismatic clown Bozo, William Scott. At that time, the look of the clown was modeled by products of the network itself: the hat was a tray with a styrofoam burger, a crisp bag and a milkshake; the shoes were shaped like rolls; the nose was made of a glass and the belt was a styrofoam burger. The clown only was adopted in 1965, and became national - later international - the living symbol of McDonald's. Only in 1967, MCDONALD'S named it "official ambassador" with the children.

Ronald McDonald, the brand spokesman has undergone major transformations in their dress and appearance. in 2005. In April 2014, one of the best known characters in the world presented their new wardrobe. The traditional yellow jumpsuit, wide hips and short shins was replaced by a yellow pants (still short), a blouse with white and red stripes and a vest. On special occasions, the model includes a red jacket with golden arches that symbolize the brand in the pocket. The new Ronald clothes were created by theatrical designer Ann Hould-Ward, winner of a Tony Award for the Broadway hit "Beauty and the Beast."

In addition to the new image, the company gave the spokesman the mission to represent it actively in social networks to promote the new campaign "Fun makes great things happen" . This is because, for some time, mainly in the United States, McDonald's relegated Ronald to work and brand charitable actions, so wrath of activists accused the company of using it to sell unhealthy meals for children.

In 1971, Ronald won a group of friends who lived in the city of McDonaldland (something like "The McDonald earth"), consisting of intriguing characters as Hamburglar (a thief), Grimace (a being chubby and purple), Mayor McCheese ( Mayor), Captain Crook (a pirate captain), teacher (a charismatic teacher) and Birdie (friendly yellow parakeet), the latter introduced only in 1980. From this time this group became a profit decoy for the network power.

Many do not know, but even before Ronald McDonald became the ambassador and official spokesman of the brand, McDonald's adopted a mascot called SpeeDee THE CHIEF in 1955 a friendly little guy dressed like a cook who personified the speed of services provided by the network. But to have the same name as the character of Alka-Seltzer brand was renamed "Archie McDonald" .

The Happy Day

The first McHappy Day was held in Canada in 1977, when sales of Sandwich BIG MAC were aimed at institutions caring for children and adolescents with cancer. Currently the campaign takes place in more than 20 countries, including Argentina, Australia, Austria, Brazil, Canada, USA, Finland, France, England, Ireland, New Zealand, Norway, Sweden, Switzerland and Uruguay. In Brazil, the action was initiated in 1988, grossing more than US $ 170 million in its history. All proceeds were reversed to 81 projects from 58 institutions across the country, working to raise cure rates of childhood cancers, impacting 30,000 children and adolescents.

The Charity Institution

Ronald McDonald also has an institute with his name ( Ronald McDonald House Charities ), founded on October 15, 1974 in the city of Philadelphia, in partnership with former player of American football Philadelphia Eagles, Fred Hill (his daughter had leukemia), whose main goal was to raise funds to develop activities for the benefit of children and adolescents with cancer and transferring them to institutions that were dedicated to the same goal. The overall system was implemented in 1984 in memory of the founder Ray Kroc, with the mission of promoting the welfare and health of children and adolescents worldwide. The first institute in Europe was installed in 1985 in the city of Amsterdam. Today the institute, which is present in 58 countries, has allocated more than $ 700 million to projects supported and sustains more than 7 million children and families every year.

The University Of Hamburger

McDonald's was one of the pioneers in the corporate education worldwide. His first university, designed by Fred Turner, who held the position of the president, began classes on February 24, 1961 in the town of Elk Grove Village region near the city of Chicago, in the US state of Illinois. The first graduating class consisted of 15 people. At the time, the restaurant chain experienced a period of strong expansion in the United States. As a result, it was necessary to create an institution able to spread in a systematic and organized way. Currently installed in Oak Brook, a suburb of Chicago, the corporate headquarters of the company, HAMBURGER UNIVERSITY, occupies 12,000 square meters and has an auditorium with capacity for 300 seats, 13 classrooms, laboratories, numerous bedrooms and three modern experimental kitchens. This institution fulfilled a crucial role in the network growth process, continually developing and improving techniques, standards and, what is more important, the intellectual capital of the corporation. With a fixed faculty of 30 teachers and over 5,000 students annually, the institution has served, among other stakeholders, to more than 85,000 managers.

The success of the university was such that the company decided to "export" the concept as soon as it began its international expansion from the second half of the year 1960. The group currently has six corporate universities outside the United States; in Munich, Germany; Tokyo, Japan; London, England; Sydney, Australia; Beijing, China; and in Barueri, in Greater São Paulo.

The Genius Behind The Brand

The man who put the hamburger on the assembly line survived until the 52-year-old, selling milkshake machines. Arthur Ray Kroc, a descendant of Czech immigrants, was born on October 5, 1902 in the city of Oak Park in the state of Illinois, and led an itinerant life until that age. In adolescence he was an ambulance driver in World War I along with Walt Disney. Then he went to Europe and worked as a salesman of paper cups in the Lily Tulip Company. Obviously he went looking for a job and found work as a jazz pianist, until he moved to Florida to make money from the real estate boom of the 1920s. None of these efforts worked. And in 1926, he returned to sell disposable cups. But he did not give up the idea that one day would be a successful businessman. In 1937 he invested the savings of his life to get exclusive marketing rights of Multimixer, a mixer milkshake with five rods. He spent 17 years traveling the United States selling such a device.

Until in 1954, he decided to make a visit to Dick and Mac MacDonald brothers, owners of some small restaurants selling burgers and milkshakes in California. "I realized that something was going there, " he said years later. Inspired by the business that offered a limited menu of cheap food, running on a fast assembly line, he saw the potential and didn't miss the chance to arise it. On the same day he met the brothers, began to imagine a fastfood network identified by golden arches. Soon he realized that the McDonald brothers were dissatisfied. They took little money business and had obtained poor results in two experiments with franchises. After some pushing, he reached an agreement to open his first McDonald's restaurant in the state of Illinois, in 1955. It was the beginning of a food revolution. In six years, there were more than 130 stores of McDonalds in the United States, and Ray Kroc was now the sole owner of the business. When he died on January 14, 1984 in San Diego, there were more than 7,500 stores worldwide, with annual sales exceeding $ 8 billion. The success was revolutionary and the food industry promised never be the same.

Connection With Sports

The support of McDonald's at the Olympic Games began even before the brand become the official sponsor of the event in 1976 in Canada. This is because, in 1968, during the course of the Grenoble Winter Games (France), the network carried hamburgers to US athletes. Since then, the brand has been a sponsor of all the editions of the Olympic Games in summer and winter, and is the Official Restaurant of the events. And during every event the network temporarily opens huge restaurants within the Olympic complex. In 2012, the Olympic Games in London, the network built a restaurant with 3,000 m² (whose furniture was made from recyclable materials), with capacity for over 1,500 seats, where about 500 people worked.

In relation to the most popular sport on the planet, McDonald's is the official sponsor of the FIFA World Cup since 1994. And during the event the brand performs several actions. For the World Cup in 2014, the main action was named "Favorite McDonald's" , where sandwiches of seven participating countries were presented. All sandwiches were spiced with local cuisine elements: McAlemanha (pork ribs, German mustard sauce, red onion, pickles, cheese curly lettuce and bacon flavor with pepper), McArgentina (Angus hamburger meat, chimichurri sauce, lettuce crisp , tomato, bacon and cheddar cheese), McBrasil (Angus beef burger, mayonnaise, vinaigrette sauce, crisp lettuce and Emmenthal cheese),McEspanha (crispy chicken fingers, olive mayonnaise, cheese bacon flavored with pepper, eating slices of tomato and mixing sheets), McEstados States (Angus beef burger, barbecue sauce, crispy onions, pickles, leaves mixture, bacon and cheddar cheese), McFrança (crispy chicken fingers, cream cheese seasoned with herbs, grated Parmesan cheese, leaf mixture , Emmenthal cheese and tomato) and McItália (polpettone meat, tomato sauce with basil, grated Parmesan cheese and pepperoni).

Campaigns That Have Made History

From the 1950s, Ray Kroc, the great disseminator of the brand McDonald's, hired a PR agency to take care of the image of McDOnald's. With its keen feeling for marketing, he realized he was in the age of images. The important thing was to sell culture: the fast food culture. The first effective advertising action of the brand happened only in 1960 with the introduction of the jingle "Look for the Golden Arches", followed the campaign in 1961 with the same theme. The 1970s and 1980s were filled with news and innovations in brand communication. It began with the launch of the famous slogan "You Deserve a Break Today" in 1971 and in 1980 with the introduction of the slogan "Nothing can do it like McDonald's"

Only in 2003 in the city of Munich in Germany, the network presented its first global campaign that had the slogan "I'm lovin 'it" , expanding the menu choices and promoting physical activity programs.

The Visual Outcome

McDonald's is an example of branding exquisite. Over the years it was literally honing hisbrand to be recognized only by the traditional yellow M. But to get to this result was a long and arduous path. Until 1953 the brand changed its logo twice. From 1953 to 1960 the network used a logo that had its mascot, the SpeeDee doll, who personified the speed of services. Traditional Logo McDonald's, represented by a yellow M, called the American "Golden Arches" first appeared in 1960 and was created by Jim Schindler.

In the following years it underwent modifications. From 1968 to 2003 it was represented by traditional M with the brand name. In 1975 it won a red background. Since 1993 the logo happened to be simply the traditional yellow M with some minor variations, thus proving the spectacular branding work done by the company. The latest update took place in 2006. In some stores in Europe, from 2007, the yellow M started to be used under a green background.

The slogans
I'm lovin 'it. (2003)
Smile. (2002)
Make every time a good time. (2002)
We love to see / make you smile. (2000)
Did somebody say McDonald's? (1997)
Have you had your break today? (1995)
What you want is what you get. (1992)
Good time, great taste. That's why this is our place. (1988)
It's a good time for the great taste of McDonald's. (1984)
McDonald's and you. (1983)
Nothing can do it like McDonald's. (1980)
You, you're the one. ( 1976)
We do it all for you. (1975)
You Deserve a Break Today. (1971)
McDonald's is your kind of place. (1967)
Famous Hamburgers. (1948)

The value

According to British consultancy Interbrand, only mcDonald's brand is valued at US $ 41,992 billion , occupying the number 7 position in the ranking of the most valuable brands in the world.The company also occupies the position number 111 on FORTUNE magazine's ranking of 500 largest firms in the US market.

Did You Know?

There are over 35,500 restaurants of Mcdonald's scattered in 119 countries employing 1.8 million people, serving 70 million customers a day and generating annual sales of over US $ 28.1 billion (2013 data). In the United States the network has more than 14,200 restaurants. The network sells about 190 burgers per second and a new restaurant is opened every ten hours. The breakfast items represents approximately 15% of network revenues. Over 80% of the restaurants are operated by independent franchisees following the concepts of work established by the McDonald's system, which ensures the high standard of quality products and network services. McDonald's is the largest purchaser of beef, pork, potatoes and US apples.

One in 10 Americans has been employed by the company. Even so, in 1986, the Oxford Dictionary has incorporated the term McJob, referring to the job that required few skills, offering a good payment.

Celebrities such as Sharon Stone, Shania Twain, Jay Leno and Pink worked on McDonald's before they became famous. Jeff Bezos, founder of Amazon, has also had a passage by plaque network.

On July 18, 1984, James Oliver Huberty, attacked, armed heavily, a network restaurant in San Ysidro in California, killing 22 people (including the perpetrator) and wounding 19, making the so-called "McDonald's Massacre" .


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