McDonald’s: Customer Driven Essay

What does it mean to be customer driven? One Fortune cholecalciferol Company that lives to please and satisfy their customers is, McDonalds. According to the word The Ray Kroc narrative (2012), McDonalds passion for quality and customer service every began with a man named Ray Kroc (p.1). In 1954, Ray came across a w areing place in San Bernardino, California run by brothers Dick and Mac McDonald. He was immediately captivated by how effective their small operation was. Ray found that the restaurant only offered a limited menu, which consisted of burgers, fries, and beverages. Due to the limited variety, the brothers were able to focus on what was really important, which was quality customer service.Ray Kroc had formed a vision. The hold The Ray Kroc Story (2012), he pitched his vision of McDonalds restaurants all over the United States to the brothers (p. 2). In 1955, one year after discovering the small restaurant in California, Ray Kroc founded the McDonalds Corporation. Five years later, Ray bought the exclusive rights to the McDonalds name, and by 1958 McDonalds has sold its 100 millionth burger.According to the article The Ray Kroc Story (2012), Krocs unique philosophy was that he wanted to build a restaurant system that would be famous for its food consistency, its uniform methods of preparation, and that was customer driven (p. 3). He wanted to be able to serve burgers in Alaska that would taste the same in Alabama. To make this a reality he persuaded franchisees and suppliers to buy into his vision. This was that they were not working for McDonalds, but rather for themselves, for McDonalds.Ray Kroc never stopped working for McDonalds. He worked there right up untilhe passed extraneous on January 24, 1984 (p. 4). He worked out of his wheelchair in his office, nearly either day, in San Diego, California. Ray Krocs legacy and passion for quality, service, and efficiency continues to still be an organic part of McDonalds today.McDonalds has to a greater extent than 33,500 restaurants worldwide. It also has 1.7 million employees, throughout 119 countries. McDonalds mission statement and list of values truly shows how they are customer driven and what they focus on, to continue being successful. The article McDonalds Mission and Vision (2010-2012), their brand mission is to be their customers favorite place and way to eat (p. 1). They operate around seven core values every day. The first value is that they place the customer experience at the core of what they do. They say that their customers are the reason for their existence. They show their appreciation by providing every person that walks through their door, and drives through their drive thru with high quality food. Their goal is quality, service, cleanliness, and value for each and every customer.Second, they are committed to their customers. McDonalds provides ample opportunity, they nurture talent, and they develop leaders. This company believes that a team of wel l-trained individuals, coming from diverse backgrounds, working together fosters respect, and is key in their continued success.The third value according to the article McDonalds Mission and Vision (2010-2012) is that they believe in their system (p. 1). McDonalds has a business stumper that Ray Kroc compared to a trey legged stool. His philosophy was based on the simple principle of the three legged stool one leg was McDonalds, the flake leg was the franchisees, and the third leg was McDonalds suppliers.Fourth, they operate their business ethically. This company believes that sound ethics is good business. They strive to hold themselves and to conduct their business to a high standard of fairness, honesty, and also integrity. McDonalds believes that they are individually accountable and collectivelyresponsible.Fifth, they give back to their communities. McDonalds is serious about the responsibilities that come on with being a leader. They try to make the world a better place by helping their customers build better communities, support the Ronald McDonald House Charities, and by leveraging their size, scope, and resources.Sixth, they grow their business profitably. This company is a publicly traded company. Being that they are publicly traded, they work to provides sustained profitable growth for their shareholders. In tack to do this they have to focus continually on their customers and the health of their system.The last and final value that McDonalds lives by is that want to continuously improve. They consider themselves a learning organization. One of the goals under this value is to anticipate and respond to changing customers, employees, and system wishings through constant innovation and evolution.Ray Kroc (2010-2012) once said, McDonalds is a peoples business (p. 1). One major way this company shows that it cares about its customers, can be seen through the companys elaborateness in their customers communities. McDonalds is a part of a worldwid e network of local family restaurants, and they are proud to give back to the communities they serve. They demonstrate this by supporting local sports teams, helping talented young athletes, and taking steps to improve neighborhoods.Two example of this can be seen through McDonalds involvement in the McDonalds All American High School Basketball Games, and Camp Mickey Ds. Every year the company brings the top high discipline basketball talent in the nation together to raise money for the Ronald McDonald House Charities. Camp Mickey Ds was created by Sybel Pici, owner of three McDonalds franchise in Texas. This program helps students come to terms and grips with the challenges of the workplace, while making a connection between school and work.One of the most wide recognized ways that McDonalds shows it is customerdriven is through its support of the Ronald McDonald House Charities. According to the article The Ronald McDonald House Charities (2010-2012), the Ronald McDonald House C harities was founded on the idea of talent through numbers (p. 1). Through this customers and families find strength from staff, donors, and each other. The Ronald McDonald House provides a home away from home for families whose children are in hospitals or need medical treatment. Since 2002, McDonalds has brought together its franchisees, suppliers, employees, and customers to take part in a worldwide annual fundraiser. This fundraiser has brought in nearly $170 million for the Ronald McDonald House Charities and other sundry(a) charities.McDonalds has many strong suits. First, they rank high on the Fortune Magazines food service companies that are most admired. They have global operations all over the world. McDonalds has cultural diversity in the foods that are provided based on the location. This company has great locations in theme parks, airports, Walmart stores, and on well traveled roads. They have efficient operating guidelines in the assembly line fashion.One weakness i s that they are failing the pizza test merchandise therefore limiting the ability to compete with fast food pizza providers. Their training costs are high payable to high turnover. They have minimal concentration on providing organic foods. McDonalds has large fluctuations in the net and operating profits making impacts on investors. There are quality concerns due to franchised operations. Last, they focus on burgers and grease fried foods and not on healthier options for their customers.One opportunity that McDonalds has is they are opening more joint ventures with several(prenominal) different retailers. They have become more responsive to the social changes and healthier options. They are advertising the capabilities of WIFI. The company has been expanding on the advertising in regards to being more socially responsible in the environment. They have expanded in to newly developed parts of the world. They have opened products up to allergen free options such as peanut free and g luten free foods. Last they have ventured into more enticing beverage choices.One threat is that their marketing strategies are enticing people all the way from small children to adults and they take criticism because of it. McDonalds has lawsuits for offering unhealthy foods with addictive additives. They have contamination risks. One threat is that there are a large amount of other fast food places that are open and serve as competition. The competition is focusing on healthier dieting by consumers. Last there is a downturn in economy which limits people to going out to eat.Through the vision of Ray Kroc, a Fortune 500 company was formed. Through McDonalds mission statement and seven core values, this company has had continued success over the years. The success of this company is a now result of being a truly customer driven company.ReferencesMcDonald Mission and Corporate Values AboutMcDonalds.com. (n.d.)._ Official Global Corporate Website AboutMcDonalds.com_. Retrieved abu t 24, 2012, from http//www.aboutmcdonalds.com/mcd/our_company/mission_and_values.htmlRonald McDonald House Charities McDonalds.com. (n.d.). _Home McDonalds.com_. Retrieved March 23, 2012, from http//www.mcdonalds.com/us/en/our_story/our_communities/rmhc.htmlThe Ray Kroc Story McDonalds.com. (n.d.). _Home McDonalds.com_. Retrieved March 22, 2012, from http//www.mcdonalds.com/us/en/our_story/our_history/the_ray_kroc_story.html