CASE STUDY:

McDonald's was born in San Bernardino, California in 1940. It started as a fast food restaurant by brothers Maurice and Richard McDonald. From being a restaurant the owners turned the business into a hamburger outlet before exploring the franchise business. They started using the logo named Golden Arches in 1953. After joining the company in 1955, Ray Kroc purchased the McDonald's chain. Its new headquarters is located in Chicago, Illinois.

In terms of revenue, McDonald's is considered as the biggest restaurant chain in the world. As of 2017, it has 37,241 restaurants around the world. While its main menu offerings consist of hamburgers and fries, the fast food chain serves other items, including milkshakes, soft drinks, desserts, breakfast fare, products made with chicken and wraps.

Consumer tastes change and the company respond to the changes by offering healthy food. To counteract the perceived unhealthiness of their main menu offerings, McDonald's also serves fruits, smoothies, fish items and salads.

Like other companies, McDonald's also faced some challenging times. Still, the company was able to withstand the drawbacks, making it one of the most successful fast food franchises in the world. It's interesting to know how McDonald's maintains its success.

Question from the case study:

Why McDonald needs to change it marketing form country to country. Explain your answer in detail with relevant examples