Services Marketing Case Study

Branding Service: The McDonald's Way

OR

Abstract:
McDonald's revolutionised the American fast food industry by bringing in the discipline of production to one of the most mundane activities like making burgers. Believing in a simple credo of quality, service, cleanliness and value (QSCV), McDonald's became a formidable brand, figuring almost always among the top 10 global brands.

Pedagogical Objectives:

• To discuss how McDonald's managed various aspects of its business to achieve a brand identity characterised by the 'uniformity' aspect
• To discuss the ability of McDonald's to leverage its standardised operations by building a brand around it.

Keywords : McDonald's, San Bernardino, Ray Kroc, Ronald McDonald, The QSCV (quality, service, cleanliness and value) credo, McDonald's advertising themes, McDonald's partner brands, Brands & Branding Case Study, Chicken McNuggets, Big Mac, Happy Meals, McPizza, Burger King's Whopper burger, Braille menu, Acquisitions, Fast-casual restaurants

Contents:

• Introduction
• The San Bernardino discovery
• Des Plaines, Chicago – the first McDonald
• McDonald's rise
• McDonald's partner brands
• The "I'm lovin'it" campaign