Gloria Yasein N0753203
01 Brand Story
CONTENTS
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1.1 Brand History p.8 1.2 Our Food Philosophy p.10 1.3 Our Logo p.12
02 Brand Positioning 03 Brand Guidelines p.13
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3.1 Logo Guidelines p.19 3.2 Tone of Voice p.21 3.3 Image Guidelines p.24 3.4 Store Requirements p.33
04 Our Menu
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4.1 Menu Colours p.48 4.2 Product Variations p.50 4.3 Product Innovation p.51 4.4 Healthy Options p.54 4.5 McCafe p.55
05 Our Customer 06 Our CSR
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6.1 Our commitment to the planet p.63 6.2 Our commitment to you p.69
07 Marketing
Communications
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7.1 Personal Selling p.78 7.2 Distribution Channels
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7.3 Sales Promotion p.81 7.4 Advertising p.84 7.5 Social Media p.91
08 Our Future
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“We are a people business selling hamburgers.� -Ray Kroc
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A pioneer in the fast food industry, McDonald’s revolutionized the way that billions of people around the world eat- and produce -fast food. However, there is no doubt that we have come from humble beginnings.
BRAND STORY
“As proud to make history as we are to make burgers.” Starting out as merely a family business, our first McDonald’s restaurant was opened and run by brothers Dick and Mac McDonald in 1940 in San Bernardino, California. However, McDonald’s would not be the food empire it is today without Ray Kroc- a man who stunned by the effectiveness of their operation -pitched his vision to the brothers of creating McDonald’s restaurants all across the US, opening the first franchise in 1955, in Des Plaines, Illinois. Today, his legacy lives on. Now the biggest fastfood chain in the world, we have gone from selling hot dogs at a stand to a business worth over $110 billion with more than 36,000 locations in over 100 countries around the world.
1940
1948
Dick and Mac McDonald open McDonald’s Bar-B-Q restaurant on Fourteenth and E streets in San Bernardino, California. It is a typical drive-in featuring a large menu and car hop service.
The McDonald brothers shut down their restaurant for three months for alterations. In December it reopens as a self-service drive-in restaurant. The staple of the menu is the 15 cent hamburger.
1961
Hamburger University opens in the basement of the Elk Grove Village, Illinois, McDonald’s restaurant. Graduates receive Bachelor of Hamburgerology degrees.
1963
Ronald McDonald makes his debut.
1975
1975
The Egg McMuffin, created by Owner/Operator Herb Peterson of Santa Barbara, California is added to the national menu.
The first McDonald’s drivethru window appears.
1993
1995
The world’s first McCafe´ opens in Melbourne, Victoria Australia.
McFlurry Desserts, invented by Ron McLellan, O/O Canada are added to McDonald’s Canada menu.
1949
French Fries replace potato chips and the Triple Thick Milkshakes debut on the McDonald’s menu.
1965
The Filet-O-Fish sandwich was the first item added to the national menu. It was created by Lou Groen, McDonald’s Cincinnati franchisee.
1979
The children’s Happy Meal makes its debut.
2002
McDonald’s published its first ever Social Responsibility Report on April 15, 2002.
1961
1954
1955
Multimixer salesman Ray Kroc visits McDonald’s in San Bernardino. He is fascinated by the operation and learns that they are looking for a nationwide franchising agent. He is determined that his future would be in hamburgers.
Kroc opens his first McDonald’s in Des Plaines, Illinois on April 15. The attention getting red and white tiled building with the Golden Arches was designed by architect Stanley Meston in 1953. First day sales are $366.12.
1968
1973
1974
The Quarter Pounder and the Quarter Pounder with Cheese are added to the menu.
The first Ronald McDonald House opens in Philadelphia, Pennsylvania.
1984
1990
The Big Mac, developed by Owner/Operator Jim Delligatti of Pittsburgh, is added to the national menu.
1983
Chicken McNuggets are introduced into all domestic U.S. restaurants.
2003
McDonald’s first global ad campaign, “i’m lovin’ it” is launched in Munich, Germany on September 2.
Ray Kroc, Founder and Senior Chairman of the Board of McDonald’s Corporation, dies on January 14.
McDonald’s System, Inc. purchases the rights from the McDonald brothers for $2.7 million.
On January 31, the first McDonald’s restaurant in Moscow opens. Located in Pushkin Square, more than 30,000 customers were served on opening day!
2015
2017
McDonald’s USA launched All Day Breakfast.
Global McDelivery Day is celebrated on July 26 to support the global launch of McDelivery with UberEATS.
TO BE CONTINUED...
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MISSION Our mission is to be our customers’ favourite place and way to eat and drink, as we aim to create a fun and safe environment, where they can enjoy fast, tasty food made with high quality ingredients at affordable prices. We’re dedicated to being a great place for our people to work, a strong, positive presence in your community, and to delivering the quality, service, cleanliness and value our customers have come to expect from the Golden Arches – a symbol that’s trusted around the world.
VALUES We are committed to delivering the quality, service, cleanliness and value that our customers have come to expect from McDonald’s, providing our customers with a word-class experience that makes them feel welcome, valued and happy. McDonald’s key brand associations are a wholesome family place, kids, speed of service, tasty food, fun and the McDonald’s magic. Our brand essence is “trusted friend”.
VISION OUR FOOD PHILOSOPHY
Our overall vision is for McDonald’s to become a modern, progressive burger company that delivers a contemporary customer experience. However, we aim to do so by always keeping our brand values at the core. Modern is about getting the brand to where we need to be today and progressive is about doing what it takes to be the McDonald’s our customers will expect tomorrow- and the day after that. We are committed to continually improving our operations to enhance customer experience.
Universal Yellow #FFCC00
Shape The shape of our iconic logo was originally designed to emulate the world-famous two golden arches that were seen on the side of the newly established restaurant then. These symbols were then cleverly merged together to form the letter “M”, which represents the name of our corporation, and undoubtedly projects elegance, uniqueness and a concrete corporate image.
Colour To represent our bold nature, two prominent shades of yellow and red are used in our logo design, but also in all of our promotional activities. With the employment of these colours, our company’s distinct qualities, such as power, authority and confidence are revealed, reassuring our customers that they can trust in us.
Font
Aa
Helvetica Neue Promotional Pieces
Aa
Arial Default Font
Our typeface is simple, bold, easy for everyone to read, and instantly recognisable. Whenever ‘McDonald’s’ appears, it is inscribed in a simple, yet attractive font, which signifies the strong image of our brand. We believe that simplicity makes our logo more appealing and engaging.
Universal Red #DD1021
Europe
1940
International
Our logo also tends to incorporate our beloved slogan “i’m lovin it”, where we purposefully use lower case letters and abbreviation to convey our informal and playful tone. Along with representing our brand history and promise, our logo and slogan work together to trigger recognition and desire.
1948
1953
1960
2006 - current
OUR LOGO
McDonald’s was first introduced as the ‘famous barbeque’. But, as our products developed, so did our logo and name. It is important to us that our brand image and personality is conveyed through our logo, in order to remain current with what we offer. Our official logo today comes in a few shapes and sizes, but they all involve a stripped-down yellow arch and our motto “i’m lovin’ it.” still plays a prominent role in our promotional activities. We’ve come a long way from Speedee, and today the legendary golden arches are much more than just a fast food corporate logo. Created by Jim Schindler in 1962, they’re now a cultural touchstone and a cultural icon that’s synonymous with globalisation, capitalism and American culture.
1968
1983
1995
2003
BRA
ND
We have positioned ourselves at the forefront of the industry, as a family friendly, low cost fast food restaurant that offers customers worldwide a consistent, pleasurable experience. When our customers see the Golden Arches they know what they can expect: simple, easy enjoyment with great service, cleanliness and value. This is the brand promise that we stand behind.
We have thousands of competitors, each seeking a share of the market: from large burger and chicken chains to independently owned fish and chips shops and other eat-in or take-out establishments. Therefore, we are continuing to differentiate the McDonald’s experience by uniting consumer insights, innovation and execution. Over the years, we have been successful in doing so, as we have become a household name. In the fast food industry, McDonald’s is the most recognized and trusted restaurant chain in the world.
O N I T I I N S G O P
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High Price
High Quality
Low Quality
Low Price
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As our presence continues to expand throughout the world, it is essential to provide guidelines to maintain a consistency in all aspects of our operations. In doing this, we support and strengthen our brand identity around the globe.
D GU AN
BR
IDE L I N E S
Logo Guidelines.
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humorous.
We want our customers to consider us their friend. That is why we make sure that all our touchpoints, such as our stores, social media accounts, and most importantly our campaigns, project our casual and goofy tone of voice.
Tone of voice.
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It is essential for us that our visual identity is always consistent and of high quality. Therefore, although we do not have specific image guidelines, our imagery always serves at least one of four purposes.
Image guidelines.
We love posting pictures of our products that make you drool!
#1 Create a global appeal and desire for our product.
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We strive to put a smile on your face, and vow to help you create unforgettable memories, by conveying our lovin’ spirit.
#2 Reinforce our brand promise.
For example, our investments in sponsorships of local grassroots programs and global events like the Olympic Games and FIFA World Cup provide opportunities that make a difference for kids and communities around the world. They also allow us to keep relevant as we become part of the social conversation.
#3 Be part of the social conversation with real-time, relevant and planned content.
When it comes to transperancy, Mcdonald’s is an open book. With the help of social media, we regularly educate our customers on all aspects of our practises.
#4 Act as a source of Social to McDonald’s (e.g. internal food practises, sustainability, etc.)
Wherever you are in the world, McDonald’s will always look the same. This is because our franchises make sure to follow our quality control standards, when preparing your food, but also when considering the design, and in-store environment of each and every single one of our restaurants.
Store requirements.
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Wood Front We use sustainable wood in our store structure, reminding our customers of our commitment to sustainability.
Store Front We always display our renowned logo, as well as company name, at the forefront of every restaurant.
Store Front.
Warm Bright Lightining We want our customers to enjoy a pleasant setting. This involves making sure that natural lighting brightens up our restaurant.
Promotional Tools To raise customer awareness, we have promotional booklets on tables that feature new or limited edition products on offer.
Entrance. Quirky interior We like to add quirky touches to our restaurants that communicate our tone of voice.
Family Friendly Seating We want families to enjoy their time together bonding over their favourite meal. This means providing them with comfortable, and spacious seating.
Technology Franchisees are required to implement technological advances, as part of fulfilling our vision. These self-service machines allow our customers to order and pay for their meal, and collect it at our counters, improving efficiency.
Menu Boards Our menu boards are there to guide our customers, as they are making their order.
Heavenly smells With our food being freshly prepared, glorious smells fill our restaurants.
Cashiers Our crew makes sure to follow our hygiene guidelines, when it comes to keeping our counters squeky clean and assembling your order.
Cashier.
Dining Area.
Music We play all types of music in our stores (as long as it’s happy!)
Coloured Furniture We like to furnish our restuarants with furniture coloured in our signature bright shades.
Wallpaper We want our customers to be immersed in our brand identity. This is achieved by including our campaigns on the walls.
Single Stools Stools are usually preferred by business people, who are onthe-go.
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No matter where you are in the world, you know the exact experience you will have when you walk into a McDonald’s, in terms of the design of the building, food packaging and of course our famous menu. This consistency allows for our customers to feel at ease, building trust and loyalty.
Even though we practice consistency, we aren’t afraid to take risks. Our original menu only included a hamburger, cheeseburger, fries, shake and beverages. Over the years, we have added many menu staples such as our breakfast items, our delicious Mcflurry, the beloved Happy Meal, our world-famous McNuggets and Big Mac, Filet-O-Fish, and salads.
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“We provide food that customers love, day after day after day. People just want more of it.” -Ray Kroc
Menu Colours
Sandwiches #BF0C0C
Chicken #E76A05
Breakfasts #FFC600
Salads #47BC00
Beverages #05007B
Snacks & Sides #9748A8
Desserts & Shakes #2BB3F3
McCafe #865200
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Product Variations
Same values, different Countries. Menu staples such as our world-famous fries are sold globally. But, some of our specific products may differ slightly from market to market as we operate on a global scale. This is only because we respect cultural differences and want to make sure we offer regional items based on local favourites. Adaptability is crucial for our future international growth, and so customized offerings suiting local tastes such as the McAlooTikki, can ensure that McDonald’s grows fast in regions like India. However, our core business always remains exactly the same: our products aim to meet our customers’ demands, ensuring the maintenance of quality, taste and value, that we are known for for generations. p.50
Product Innovation
Constant and relentless innovation has been central to our success. We consistently feature new and limited-edition products that add an element of exclusivity to our offering, and keep our customers excited. For example, the Olympics themed product ranges, our upmarket Signature Collecction products, and the value dollar menu.
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100% fresh. 100% natural. 100% healthy.
Healthy Options
We never let our products become stale. We understand our customer’s wants and needs well, and so we are adapting our menu to their changing tastes. For example, we have listened to your health concerns, and scrapped the Super-Size option. Instead, we are constantly working on improving our menu by aiming to meet dietary recommendations, and eliminate additives, preservatives and colorants in our products. Therefore, we began offering a vast array of fresh and healthy meals, such as our Mcwraps, that will keep you energized throughout the day, without sacrificing the taste. So, if you are looking for a healthier option, look no further. There is a McDonald’s for everyone.
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We also have a separate section in our restaurants known as McCafe. Here we serve the usual fare of coffee, tea, pastries, muffins and cakes that you can indulge in. The café makes our takeaway stores a little more upmarket. In fact, many McDonalds’ restaurants around the world are more elaborate than others. India and Egypt have a porter at the door to open it as you enter while the French version makes Mcdonald’s a more pleasurable experience by having a fancier premises to visit. p.55
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O UR
Although we are a family orientated restuarant, we seek to appeal to a very broad scope of consumers- from little kids who love our Happy Meals (and the toys that come with them), to students who desperately need their hangover cure, to working people who need a quick breakfast on-the-go. We are here for you no matter what, and we wouldn’t have it any other way.
R OME ST
McDonald’s aims to offer a friendly, fun environment for everyone to enjoy- no matter their age, gender or nationality.
CU
Toddlers. Children. Teenagers. Adults. Parents. Families.
You.
i’m lovin it.
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“Our responsibility is our opportunity.� We are aware that our vast global supply chain can have a significant impact on the planet. That is why together with our employees, franchisees and suppliers, we are committing to use our Scale for Good to make changes our customers want and that will have a meaningful impact in the communities we serve, by taking care of our planet and giving back to society.
C
R S
We take our social responsibilities very seriously, as we have a platform to take action on the most pressing social and environmental issues in the world today. Our vision is nothing less than transformative, as we help lead the industry toward more sustainable production practices.
O UR
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Beef Sustainability Our burgers are some of our most iconic menu items, made from 100% ground beef. We’re one of the world’s biggest buyers of beef, so – although we don’t own farms or rear animals directly, we support beef production that’s environmentally sound, protects animal health and welfare, and improves farmer and community livelihoods.
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Packaging and Recycling Our customers tell us that their number one environmental concern is the environmental impact of McDonald’s restaurant packaging and waste. We’re listening.
Climate Action
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We are committed to taking responsibility for our System’s contribution to climate change, through running more environmentally efficient restaurants and developing solutions that reduce the carbon footprint of our entire value chain – from farm to restaurant. In March 2018, we became the first restaurant company in the world to address global climate change by setting a Science Based Target to significantly reduce our greenhouse gas emissions.
We are focusing on ways that we can make a difference for families and kids through our Happy Meals, by offering more balanced choices and recommended food groups that kids and parents love. Since 2013, we’ve been working with Healthier Generation to increase customer’s access to fruits, vegetables, low-fat dairy, and water.
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Whatever your dream is, begin it with us. At McDonald’s, people are the face of our brand and critical to our success. Every year, millions of people come to work at our restaurant to learn valuable work skills for life, continue their education and take steps on a path to their promising future. McDonald’s is committed to helping people reach their potential. For those who choose to build a career with McDonald’s, training, education and leadership development programs can take them to the highest levels in our organization or with our Franchisees. And for those who decide to move on, they will take with them valuable work-readiness skills like teamwork, interpersonal communication and a strong work ethic to help them succeed in their next role.
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our Team wants you.
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McDonald’s has had a longstanding commitment to contributing positively to the communities in which it operates, long before CSR became trendy, with initiatives such as the Ronald McDonald House Charities for children, which, in the UK, was set up in 1989. For more than 40 years, we have been supporting RMHC® (Ronald McDonald House Charities®), which keeps families with sick children near each other and provides the care and resources they need. Ronald McDonald House Charities are making a difference to millions of families around the world by providing a free “home away from home” accommodation, enabling families to stay close to their child and maintain a degree of normal family life.
MARKETING COMMUNICATIONS
Our marketing and promotional efforts always focus on value, quality, food taste, menu choice, nutrition, convenience and the customer experience. From the very start, Kroc has spoken out about the vital importance of marketing and communications to our brand. He has described marketing as “just as basic to our success as the hamburger”.
As a brand, we are not looking to define our customer’s food journey, but rather design experiences that help them create their own journeys.
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Our crew represents us. Therefore, our customers personally interact with our brand, whether they are dining in, ordering through our Drive-thru service, or when we are hosting birthday parties at our PlayPlace. Either way, our crew is trained to adhere to our quality standards, when it comes to delivering exceptional food and service, and so promote our products through their attitude, smart appearance and specialist product knowledge.
Personal Selling
Distribution Channels
#1 Dine in #2 Drive thru #3 Delivery
(restaurant) (restaurant)
(website/app)
Quick. Simple. Easy. App
We are now literally just one click away! Despite having Drive-thrus to offer our customers an easy and convenient service, through our app in the UK, you can click and collect. However, in 2017, we have made food delivery as simple as ever, as our customers can order and pay online using the UBER EATS app, and so have their food delivered wherever they are. p.80
Sales Promotion
We also do digital coupons through our app for our loyal customers!
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Sales promotion is a popular marketing technique with us, as we want our customers to get the best value for their money, as well as attract new ones.
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Advertising Our posters, as well as print, TV and media adverts, focus on the customer’s experience as they tend to associate our food with positive moments, such as having a morning coffee or that delicious but naughty cookie. These highly relatable campaigns foster a bond with our consumer on an emotional level, as we convey the humanity, warmth and humour of our brand.
We also use billboards to capture your attention, and make you smile while on the road!
We feature our advertising campaings on our website, to promote our new and improved menu items.
Online Advertising
We publish nutritional information in the front and center of our site, anticipating questions from our consumers. Our site also includes tales from Moms’ Quality Correspondents – an ambassador program for healthy eating options at McDonald’s, as well as stories of food suppliers, in order to put a human face on our sourcing methods and reassure our consumers about food quality.
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Website
#2 Inform
#1 Promote
#3 Converse
As Ray Kroc said, “good public relations make good business”.
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On various social media platforms, we continue to actively listen to customer feedback and keep the lines of communication open, as in our recent “Our food. Your questions� campaign, where we address false brand perceptions, and aim to educate our customers about our ingredients, products and food preparations. We make honesty and transparency a major priority in our social communications.
Even though we are a brand with heritage, we certainly innovate on social media. Our Instagram feed is full of creative, artsy fry-centric posts as well as user generated images, as we attempt to integrate the elements of creativity and uniqueness to convey our brand image and promise.
Social Media
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Facebook We use our social accounts, especially Facebook, to advertise new products, promote sweepstakes, and report on community engagement. Our social media campaigns and initiatives are timely and relevant, capitalizing on the speedy nature of social to stay involved in our customer’s conversation, and keep connected with our core customer base.
We strive to make our social channels feel personal and friendly. Particularly on Twitter, customer service personnel respond to comments and tweets, both positive and negative, in a patient and cheerful manner. Using the power of social, they are able to address issues and help as many customers as possible, improve their experience with the brand.
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We are excited for what the future holds for our brand. Aside from continuing to focus on quality and value food, we are also modernizing customer eperience in markets all around the world as we adapt to the evolving consumer foodservice experience.
As the industry evolves, we continue to pursue international growth, whilst putting our customers first, by focusing on four pillars: menu innovation, store renovations, digital ordering and delivery. We promise to keep putting a smile on your face daily, for generations to come, as we will continue to serve our customers yummy and affordable fast food, provide our crew and franchisees with many opportunities for growth and improvement, and work with our suppliers to source the highest quality, natural ingredients.
OUR FUTURE
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Customer Service Can’t find what you are looking for? Get in touch with us. McDonald’s Corporation 2111 McDonald’s Dr., Oak Brook, IL 60523 1-800-244-6227 7 days a week 7:00 a.m. to 7:00 p.m. CST