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McDonald's is an American fast food company, founded in 1940 as a restaurant operated by Richard and Maurice McDonald, in San Bernardino, California, United States. They rechristened their business as a hamburger stand. The first time a McDonald's franchise used the Golden Arches logo was in 1953 at a location in Phoenix, Arizona. In 1955, Ray Kroc, a businessman, joined the company as a franchise agent and proceeded to purchase the chain from the McDonald brothers. McDonald's had its original headquarters in Oak Brook, Illinois, but has approved plans to move its global headquarters to Chicago by 2018.

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McDonald's is the world's largest restaurant chain by revenue, serving over 69 million customers daily in over 100 countries across approximately 36,900 outlets as of 2016. Although McDonald's is known for its hamburgers, they also sell cheeseburgers, chicken products, french fries, breakfast items, soft drinks, milkshakes, wraps, and desserts. In response to changing consumer tastes and a negative backlash because of the unhealthiness of their food, the company has added to its menu salads, fish, smoothies, and fruit. The McDonald's Corporation revenues come from the rent, royalties, and fees paid by the franchisees, as well as sales in company-operated restaurants. According to a BBC report published in 2012, McDonald's is the world's second largest private employer (behind Walmart with 1.9 million employees), 1.5 million of whom work for franchises.

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The siblings Richard and Maurice McDonald opened in 1940 the first McDonald's at 1398 North E Street at West 14th Street in San Bernardino, California (at 34.1255°N 117.2946°W) but it was not the McDonald's recognizable today; Ray Kroc made changes to the brothers business that modernized it. The brothers introduced the "Speedee Service System" in 1948, putting into expanded use the principles of the modern fast-food restaurant that their predecessor White Castle had put into practice more than two decades earlier.[citation needed]. The original mascot of McDonald's was a chef hat on top of a hamburger who was referred to as "Speedee". In 1962 the Golden Arches replaced Speedee as the universal mascot. The symbol, Ronald McDonald, was introduced in 1965. The clown, Ronald McDonald, appeared in advertising to target their audience of children.

Ray Kroc joined the chain in 1954 and built it into an eventually global franchise, making it the most successful fast food corporation in the world

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On May 4, 1961, McDonald's first filed for a U.S. trademark on the name "McDonald's" with the description "Drive-In Restaurant Services", which continues to be renewed. By September 13, 1961 McDonald's, under the guidance of Ray Kroc, filed for a trademark on a new logo—an overlapping, double-arched "M" symbol. But before the double arches, McDonald's used the a single arch for the architecture of their buildings. Although the "Golden Arches" logo appeared in various forms, the present version was not used until November 18, 1968, when the company was favored a U.S. trademark.

The present corporation credits its founding to franchised businessman Ray Kroc in on April 15, 1955. This was in fact the ninth opened McDonald's restaurant overall, although this location was destroyed and rebuilt in 1984. Kroc later purchased the McDonald brothers' equity in the company and begun the company's worldwide reach. Kroc was recorded as being an aggressive business partner, driving the McDonald brothers out of the industry.

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Kroc and the McDonald brothers fought for control of the business, as documented in Kroc's autobiography. The San Bernardino restaurant was eventually torn down (1971, according to Juan Pollo) and the site was sold to the Juan Pollo chain in 1976. This area now serves as headquarters for the Juan Pollo chain, and a McDonald's and Route 66 museum. With the expansion of McDonald's into many international markets, the company has become a symbol of globalization and the spread of the American way of life. Its prominence has also made it a frequent topic of public debates about obesity, corporate ethics, and consumer responsibility.

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Products

McDonald's predominantly sells hamburgers, various types of chicken, chicken sandwiches, French fries, soft drinks, breakfast items, and desserts. In most markets, McDonald's offers salads and vegetarian items, wraps and other localized fare. On a seasonal basis, McDonald's offers the McRib sandwich. Some speculate the seasonality of the McRib adds to its appeal.

Products are offered as either "eat-in" (where the customer opts to eat in the restaurant) or "take-out" (where the customer opts to take the food for consumption off the premises). "Eat-in" meals are provided on a plastic tray with a paper insert on the floor of the tray. "Take-out" meals are usually delivered with the contents enclosed in a distinctive McDonald's-branded brown paper bag. In both cases, the individual items are wrapped or boxed as appropriate.

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Since Steve Easterbrook became CEO of the company, McDonald's has streamlined the menu which in the United States contained nearly 200 items. The company has also looked to introduce healthier options, and removed high-fructose corn syrup from hamburger buns. The company has also removed artificial preservatives from Chicken McNuggets,[51] replacing chicken skin, safflower oil and citric acid found in Chicken McNuggets with pea starch, rice starch and powdered lemon juice.

International menu variations

A McDonald's Ebi Feast meal sold at branches in Singapore, November 2013. McDonald's is known for tailoring its menus in different markets to cater to local tastes

Restaurants in several countries, particularly in Asia, serve soup. This local deviation from the standard menu is a characteristic for which the chain is particularly known, and one which is employed either to abide by regional food taboos (such as the religious prohibition of beef consumption in India) or to make available foods with which the regional market is more familiar.

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In Germany and some other Western European countries, McDonald's sells beer. In New Zealand, McDonald's sells meat pies, after the local affiliate partially relaunched the Georgie Pie fast food chain it bought out in 1996.

In the United States and Canada, after limited trials on a regional basis, McDonald's began offering in 2015 and 2017, respectively, a partial breakfast menu during all hours its restaurants are open. Eggs cannot be cooked at the same time on the same equipment as hamburgers due to different temperature requirements.

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Types of restaurants

Most standalone McDonald's restaurants offer both counter service and drive-through service, with indoor and sometimes outdoor seating. Drive-Thru, Auto-Mac, Pay and Drive, or "McDrive" as it is known in many countries, often has separate stations for placing, paying for, and picking up orders, though the latter two steps are frequently combined; it was first introduced in Arizona in 1975, following the lead of other fast-food chains. The first such restaurant in Britain opened at Fallowfield, Manchester in 1986.

McDrive

In some countries, "McDrive" locations near highways offer no counter service or seating.[57] In contrast, locations in high-density city neighborhoods often omit drive-through service.[58] There are also a few locations, located mostly in downtown districts, that offer a "Walk-Thru" service in place of Drive-Thru.

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A Montevideo McCafé

McCafé is a café-style accompaniment to McDonald's restaurants and is a concept created by McDonald's Australia (also known, and marketed, as "Macca's" in Australia), starting with Melbourne in 1993. As of 2016, most McDonald's in Australia have McCafés located within the existing McDonald's restaurant. In Tasmania, there are McCafés in every restaurant, with the rest of the states quickly following suit.[55] After upgrading to the new McCafé look and feel, some Australian restaurants have noticed up to a 60 percent increase in sales. At the end of 2003, there were over 600 McCafés worldwide.

"Create Your Taste" restaurants

From 2015–2016, McDonald's tried a new gourmet burger service/restaurant concept based on other gourmet restaurants such as Shake Shack and Grill'd. It was rolled out for the first time in Australia during the early months of 2015 and expanded to China, Hong Kong, Singapore, Arabia and New Zealand, with ongoing trials in the US market. In dedicated "Create Your Taste" (CYT) kiosks, customers could choose all ingredients including type of bun and meat along with optional extras. In late 2015 the Australian CYT service introduced CYT salads.

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After a person had ordered, McDonald's advised that wait times were between 10–15 minutes. When the food was ready, trained crew ('hosts') brought the food to the customer's table. Instead of McDonald's usual cardboard and plastic packaging, CYT food was presented on wooden boards, fries in wire baskets and salads in china bowls with metal cutlery. A higher price applied.

In November 2016, Create Your Taste was replaced by a "Signature Crafted Recipes" program designed to be more efficient and less expensive.

Other

Some locations are connected to gas stations/convenience stores, while others called McExpress have limited seating and/or menu or may be located in a shopping mall. Other McDonald's are located in Walmart stores. McStop is a location targeted at truckers and travelers which may have services found at truck stops.

In Sweden, customers who order a happy meal can use the meal's container for a pair of happy goggles. The company created a game for the goggles known as "Slope Stars." McDonald's predicts happy goggles will continue in other countries. In the Netherlands, McDonald's has introduced McTrax that doubles as a recording studio; it reacts to touch. They can create their own beats with a synth and tweak sounds with special effects.

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