McDonald’s has come to epitomize the ‘fast-food’ industry. When the company started in the 1950s it was the first to establish itself in the market. Now there are hundreds of ‘fast-food’ brands competing in different ways. Some of the differences between these fast-food chains are obvious. For example, some specialize in chicken products, others in pizza and so on. However, some differences are less obvious. Originally, McDonald’s competed on low price, fast service and a totally standardized service offering. It also offered a very narrow range of items on its menu.
Visit a McDonald’s restaurant and deduce what you believe to be its most important performance objectives. Then try to identify two other chains which appear to compete in a slightly different way. Look at how these differences in the relative importance of competitive objectives must influence the structural and infrastructural decisions of each chain’s operations strategy.