In the late 1940s, Dick and Mac McDonalds were searching for a way to improve their little drive-in restaurant in San Bernardino, California, U.S.A.; they invented an entirely new concept based upon speed service, low prices, and big volumes. Word of its success spread quickly, in 1952 they had more than 300 franchising inquires a month from all over the country. McDonald's is now the largest and best-known foodservice retailer and one of the two best-known and powerful brands in the market. With more than 24,500 restaurants in 115 countries, some of those operated by the company, some by franchisees or by affiliates operating under joint-venture agreements. The global market potential is still huge: yet on any day, even as the market leader, McDonald's serves less than one percent of the world's population. The restaurant cha

in plans to expand their leadership position through convenience, superior value and excellent operations. The effort to increase market share, profitability and customer satisfaction has produced high returns to shareholders: a compound annual total earning of 21% over the past 10 years. McDonald's vision is to dominate the world-wide foodservice industry. Universal dominance means setting the performance standard for customer satisfaction and increasing market share and profitability through successful fulfilling McDonald's convenience, value and execution strategies.

The quest for variety to satisfy the growing number of customers was attracting ultimately led to new items being added to the Classical menu (hamburger, cheeseburger, milkshake and coffee, soft drinks and fries). Now there is a wide range of products that have been introduced throughout the years: Quarter Pounder (1972), Chicken McNuggets (1983), Egg McMuffin (1973), Big Mac (1963), etc. In addition many new products are always under development in McDonald's test Kitchens for evaluation in selected markets. The menu is often enchanted with promotional products to add variety on limited time bases. The group constantly examines their menus around the world in light of changing customer's taste, as well as local customs. In addiction to traditional favourites, customers will find special menu offerings in some countries outside the U.S. Examples include the popular Teriyaki Burger in Japan and vegetable Nuggets in India. Also in a large Muslim populations, such as Malaysia and many Middle East countries, their menu is Halal, prepared in keeping with Muslim guidelines. Research indicates that customers feel a unique emotional bond with the chain, the idea of a visit to them triggers a feeling of anticipation and excitement unlike in any other restaurant. Customers come to McDonald's for signature products they can't find anywhere else. In addition many families visit the restaurants because of their unique ability to put smiles on their children's faces. Happy meal combine wholesome food whit a toy; Ronald McDonald is a special friend; play places provide safe and fun recreation and the alliance with Walt Disney Company let the children's shout even more.

For a company which feeds some 38 millions clients every day, finding a reliable quality supplies is a major factor for success. McDonald's has solved the problem by making food supplies part of their success. McDonald's distributors are strategically to be accessible to

Some common words found in the essay are:
California USA, McDonald's System, Hamburger University, OPNAD Fund, Egg McMuffin, Value QSC&V, Middle East, Kingdom Florida, Customers McDonald's, Operations McDonald's, mcdonald's corporation, value chain, hamburger university, porter's value chain, customers mcdonald's, strategic management, market share, ronald mcdonald, success mcdonald's, porter's value, market share profitability, share profitability,
Approximate Word count = 1694
Approximate Pages = 7 (250 words per page double spaced)