How McDonald’s became the Big Mac on the block
How McDonald’s became the Big Mac on the block
McDonald’s has managed to keep itself at the top of the food chain for decades now. It’s one of the most visited restaurants in the world, but how has it achieved such great levels of success on an international scale?
So, what makes McDonald’s so successful?
McDonald’s isn’t renowned for its gourmet menu yet it’s one of the most successful franchises in the world, but what makes it so popular with such a diverse audience?
Franchised restaurants
80% of McDonald’s restaurants are franchises on a global basis, while in the UK the figure is around 60%. Franchising is what makes McDonald’s capable of expanding so fast and affordable, while still controlling the branding and menu option.
A Global interest
While McDonald’s is a huge name in the US, it also has a presence worldwide in 118 other countries. It’s as well known in the UK as brands such as Boots and NatWest, having been established here since 1974
Familiar branding
From the world’s favourite clown, Ronald McDonald, to the bold brand colours and the ‘Golden Arches’, everything about the McDonald’s brand is instantly and universally recognisable
Affordable menu
While it’s often mocked for being low on taste and high in fat, McDonald’s has made a name for itself by providing an affordable menu. Items like the 99p saver menu in the UK are what bring millions of people through its doors each day.
Young staff
Millions of people can claim McDonald’s as their first employer. Recruiting younger workers helps to keep wage bills down but the brand also provides on-the-job training and apprenticeship programmes for young workers too.
Cross-sell opportunities
“Would you like fries with that?” is arguably the most famouse cross-sell in the world and it’s been a great way for the company to increase sales. But staff will always wait until the customer has ordered before asking, to amp up the added value message
Consistent identity
Whichever country you find yourself in, you can be sure that the McDonald’s experience will be the same. In 1961, Ray Kroc launched the Hamburger University – a training school that teachers franchisees how to maintain these all-important details.
