McDonald’s is one of the largest restaurant chains in the world and a major employer. It is known for its hamburgers and fries, as well as for a variety of other foods. The chain was founded in 1940 by brothers Maurice and Richard “Mac” McDonald, who decided to remodel their drive-in restaurant into a streamlined operation.
After a three-month renovation, Mac and Dick McDonald opened their first restaurant in San Bernardino, California. They incorporated a self-service system that allowed customers to order their food without having to stand at a counter. In addition, they eliminated carhops and emphasized the use of pre-packaged ingredients such as frozen meats and sauces.
The McDonald brothers grew to love their new, efficient system and were determined to make it even better. They were also adamant that their restaurants should be operated in such a manner as to ensure the highest quality of food. Kroc, who came to the restaurant from a background in sales, developed standards for the operation of every McDonald’s outlet. He established a training program, later called Hamburger University, to educate franchisees in how to run their stores.
In the 1960s, McDonald’s grew into a national chain with its unique double-arch logo and a successful marketing campaign. The company continued to develop and test new menu items. In 1965 the Filet-o-Fish sandwich was introduced, a dish that drew customers’ attention and sold more than half a million sandwiches.
During the 1970s, McD’s was a strong competitor to other fast-food chains, including Burger King and Wendy’s. It also introduced a number of new products, such as the Happy Meal, which features a toy for children.
As a result of the success of these new products, McDonald’s grew to be a dominant force in the fast-food industry. It expanded its presence across the United States and the world, becoming a global chain in 1990.
At the beginning of the 1990s, the company experienced some financial difficulties. In February 1998, the company acquired a stake in 16-unit Colorado-based Chipotle Mexican Grill chain; this move was seen as an attempt to revitalize the chain.
The following month, McDonald’s hired the lead advertising agency BDD Needham to promote its brand and its food. The company also launched a new slogan, “You Deserve a Break Today,” which quickly became an icon.
Although the food at McD’s is often high in fat and salt, the chain continues to make a steady effort to reduce its calorie content. It also has a nutrition label on its food packaging, which is updated periodically.
On a more negative note, the 2004 documentary film Super Size Me, which focuses on the effects of eating primarily at McD’s, caused a sensation by showing that its food could lead to weight gain. Six weeks after the film premiered, McDonald’s announced that it would eliminate the super-size option and create a more adult Happy Meal.
In the early part of this decade, the company also began to emphasize the value of the McDonald’s meal with its promotion of “McDonald’s Money Back Guarantee.” It also started to offer more calorie-free items on its menu, such as milkshakes and fruit smoothies. A year later, it introduced a McFlurry dessert that was a huge hit.