McDonalds: Evolution of the Food Industry Essay -- Management

McDonald's: Evolution of the Food Industry History McDonald's has had a global impact on the food industry. McDonald's developed a revolutionary idea known today as fast-food. This impact began in 1930 when Maurice and Richard McDonald left New Hampshire seeking to make a fortune in Hollywood, started up a drive-in restaurant in San Bernardino. Unlike so many other food-service operations at the time, McDonald's came up with new ideas that turned the usual slow paced dinner into a finely tuned engine. McDonald's offered only a nine-item menu with burgers, French fries, shakes, and pies. They also eliminated seating, and used paper and plastic utensils instead of glass and porcelain. Like Henry Fords assembly line, McDonald's incorporated this idea into their food service, letting them serve hamburgers in less then sixty seconds. The menu was extensively cheaper then competitors which due to the above changes. Although the McDonald's business was doing well, it wasn't until 1954 when Ray Kroc saw the operation that it started to develop into the McDonald's of today. Ray Kroc was a fifty-two year old milk-shake machine salesman at the time and decided to check out McDonalds due to their odd order of eight milk shake mixers for one restaurant. Most of Kroc's customers purchased only one milk shake mixer, and a max of two. Kroc was curious to see what kind of operation needed the capacity to churn so many milk shakes. What Kroc saw that day in 1954 when he pulled up to McDonald's was like nothing he had ever seen. Kroc is quoted as saying "This had to be the most amazing merchandising operation I'd ever seen." Although the McDonald brothers were content with their restaurant, Kroc saw the future and where this idea ... ...'s now knows how important cleanliness is to customers in deciding where to eat. Another interesting look into the future of McDonalds is the ability to bring your laptop into the restaurant and surf the internet while you eat. This new technology brought by McDonald's is in hope of attracting new customers and building customer loyalty. The target of this move is aimed at the younger generation, and the business person on the go. McDonald's has already built a few of these innovative restaurants in early 2003. McDonald's has also opened a few of the innovative restaurants called McCafe. These new cafà © type shops will not resemble that of any other normal McDonalds. The customers will get to choose from premium coffees, muffins, pastries, bagels, and McMuffins. McDonalds believes that the McCafe will do well because of the popularity of McDonald's breakfast.