* For banks, enterprise value is substituted with market cap. Source: Bloomberg Finance L.P.
McDonald's appears in the following brand league tables:
Rank 25 in the
Global 500 2013.
Rank 18 in the Global 500 2012.
Rank 17 in the Global 500 2011.
Rank 19 in the Global 500 2010.
Rank 12 in the Global 500 2009.
Rank 22 in the Global 500 2008.
Rank 18 in the Global 250 2007.
2013 brand performance*
* Figures taken on 31st December 2012.
2012 brand performance*
* Figures taken on 31st December 2011.
2011 brand performance*
* Figures taken on 31st December 2010.
2010 brand performance*
* Figures taken on 31st December 2009.
Brandirectory user rating*
* Average values from a total of 6 votes.
The McDonald’s sign originated as the word “McDonald’s” with the mascot “Speedee” standing below holding a sign. The Golden Arches symbol was used in the logo in 1962, but the arches themselves had been introduced in 1953 as part of a new restaurant being built. The arches have been used in the logo ever since but it has undergone many transformations as seen above. The brand name has been used in several variations of the logo whilst other variations simply display the golden arches symbol with or without a background. The current logo in use in the US is the M trademark with the strap line ‘I’m lovin’ it’ below, but the logo varies throughout
The McDonald’s Corporation’s strategy “Plan to Win” centres on the five basics of exceptional customer service – People, Products, Place, Price and Promotion. It strives to evolve and elevate the McDonald’s customer experience. Their vision is to be the world’s best quick-service restaurant and thereby offer an excellent customer experience. With an average of 64 million customers served every day, the McDonald’s Corporation serves to provide quality, cleanliness and value so that every customer in every restaurant is satisfied. McDonald’s’ brand mission is to “be the customers favourite place and way to eat”.
In 1940, two brother’s Richard and Maurice McDonald opened a restaurant in San Bernarino, California. They shut down the restaurant temporarily in 1948, to reopen as a self-service drive-in restaurant. In 1955, Ray Kroc purchased a franchised McDonald’s restaurant, then went on to purchase the McDonald’s brother’s equity in the company. Following massive expansion with over 700 restaurants built across the US over the next 10 years, McDonalds celebrated its 10th anniversary with its first public stock offering at $22.50 per share. In 1967 restaurants opened in Canada and Puerto Rico. By 1983 the McDonalds chain had expanded into 32 countries with a total of 7778 restaurants at the end of the year. Today there are over 31,000 McDonald’s restaurants in 124 countries worldwide.
Though McDonald’s was founded in 1940, it was the purchase of Ray Kroc’s first restaurant in 1955 which started to establish the McDonald’s brand. With restaurants being built rapidly from the end of the 1950’s onwards, McDonald’s first filed for a U.S. trademark on the name McDonald’s in May 1961 with the description “Drive-In Restaurant Services”. The company also filed a trademark for the logo; a double arched “M” symbol in September of that year, which was later adapted to the modern double arched “M” symbol which is in use today, trademarked in 1968.
The original McDonald’s mascot was “Speedee”, a man with a hamburger shaped head wearing a chef’s hat, which was replaced in 1967 by Ronald McDonald, the well known clown figure which is still used today.
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Geography and products
The McDonald's Corporation is headquartered in Oak Brook, Illinois, US.
The McDonald’s Corporation is represented in over 119 countries and on average may serve up to 64 million customers a day. Its business model is slightly different to that of other fast food restaurants as the McDonald’s Corporation earns its revenue as: an investor in properties, a franchiser of restaurants and an operator of restaurants.
The success for the McDonald’s Corporation remains global, with all areas of the world contributing significantly to the overall results. A record number of customers visited their restaurants and drive-throughs across the USA. Sales in Europe grew by 44%, and also guest counts increased by serving up to 200 million additional customers than in 2009.
McDonald’s vigorously protects its global brand name, and therefore will uphold its trading name which includes the words Mc or Mac. Several cases have evoked McDonald’s to sue many traders who have used these words in their trading names.
McDonald's have used a large number of slogans in the past, changing them every few years or so, often using several slogan’s running concurrently. The ‘I’m lovin’ it’ slogan is still used in various advertising campaigns, which was introduced globally in 2003. The slogan echoes its goal to be the world’s favourite choice in fast-food dining. It’s a personal salute to everything McDonald’s stands for and serves to achieve, for its customers and the brand itself. It’s contemporary and catchy jingle that accompanies the slogan helps to conjure happy thoughts.
A new campaign with the phrase ‘What We’re Made Of’ was introduced in 2008 and throughout the Olympics, but the previous slogan was and is still used at the same time.
The advert below promotes the free Coca Cola glass offered with McDonald's meals, an example of the collaboration between two global brands.
McDonald’s are one of the largest corporate sponsors of the sports world, with involvement in a range of sports, their major sponsorships include the Olympics and the Fifa World Cup.
In 1968 McDonald’s first got involved with the Olympics, by airlifting hamburgers to athletes in Grenoble, France. They became an official sponsor in 1976 for the Olympic Games in Montreal. Between 1988 and 1994 McDonald’s has been a sponsor of several countries around the world of National Olympic Committees. In 1996 they joint the Top Olympic Program, becoming a Worldwide Sponsor, the first time in the history of the Olympics that a branded restaurant operated in the Olympic Village.
McDonald’s became an official sponsor of the World Cup in 1994, which took place in the United States. They have recently renewed their long-term deal with Fifa until 2014, with global rights to both the recent 2010 World Cup South Africa and the 2014 World Cup in South America. They also hold rights to the Confederations Cups tournaments during this time. Under this deal McDonald’s remain the exclusive retail foodservice operations sponsor, entitling them to special advertising rights held throughout the tournaments.