Swot Analysis Of Mcdonalds

Satisfactory Essays
McDonald’s was founded in 1940 by Richard and Maurice McDonald and was originally a BBQ restaurant. In 1954 Ray Kroc, a multi mixer salesman, decided to visit McDonald’s because they had purchased several multi-mixers. He found a small but very efficient restaurant run by the McDonald’s. They focused on a limited menu which allowed them to provide quick service and quality. Ray Kroc founded McDonald’s System, Inc. in 1955. Three years later, McDonald’s had sold its’ 100 millionth hamburger. In 1961, Ray Kroc bought the exclusive rights to the McDonald’s name. Mr. Kroc’s goal was to create a system where he could provide the same quality, service, and consistency at any McDonald’s worldwide. He chose to grow McDonald’s through…show more content…
2. Another weakness has been the poor development of their app. Their app is supposed to supply promotions and track purchases for rewards. Multiple reviews in the Apple app store stated how poorly the app functioned, causing the customer to lose out on the promotion, and ultimately, for McDonald’s to lose out on sales. One customer stated, “This app is really changing my opinion of McDonald’s…I just won’t eat here.” [5]

3. McDonald’s menu has become too crowded, trying to cater to too many different wants. This hurts productivity and efficiency.

4. Consumers ranked McDonald’s burger significantly worse than 20 competitors according to Consumer’s Digest. [6]

Opportunities for McDonald’s include:

1. McDonald’s has opportunity to grow and expand in the Asian markets. The majority of restaurants in China, Hong Kong, and Korea are company owned. This means that there is a major opportunity for franchise growth in this market. [7]

2. McDonald’s has the opportunity to change public perception of the way they treat employees by implementing wage increases. They could also implement a fund to assist employees with college costs.

3. Another opportunity for McDonald’s is to revise and update their app. Today’s generation relies heavily on smartphones and the apps that are provided.

4. McDonald’s is currently utilizing a “learning-lab restaurant”, in hopes of gaining insight
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