The McDonald's Corporation is one of the world’s largest chain fast food restaurant, which is headquartered in the United States. It has expanded its business in 119 countries, including Hong Kong. The company mainly provides fast food such as hamburgers, french fries, chickens and soft drinks. McDonald’s started its business in Hong Kong in 1975. Now, the company already has 218 branches in Hong Kong. Our group would like to analyze how McDonald's Restaurants (HK) Ltd(McDonald's) maintained its sustainability of business in the past 38 years since it had already influenced lifestyle of most Hong Kong people and become part of the local culture of Hong Kong.
Analysis of sustainability of McDonald's
McDonald’s is one of the popular fast food chains in Hong Kong and the success of McDonald’s is due to it is able to create a homogeneous “global” culture that suit to the demands of a capitalist world. In Hong Kong, Time is money thus McDonald’s strategy is consistently fit to the fast food industry. The company has both economic strategy targeting at customer globally and locally.
Firstly, McDonald’s paid attention to the children in every country. They have built “happy land” for them and offered the “happy meals” with innovative toys to them. Since children is one of the biggest consumer groups to McDonald’s, and they have created a place with “happiness” culture to attract the children. It is a successful decision that building a business by focusing on the children since it can encourage the whole family to come to McDonald’s.McDonald’s is not only selling the happy meal to the children, but also selling American culture to them, it is a proper strategy to build the brand loyalty from the children.
Besides, in order to satisfy the customer’s need in different level, McDonald’s also offered different types of service, like McDelivery, McDonald 24 hour and McCafe. Through the McDelivery, customer can order their meal with a single call, McDonald’s can promote their quality of product and service in this channel. Moreover, they have also launched the McCafe in order to compete with other coffee company like Starbucks. McCafe has promoted their coffees with relative low price and tasty. If the customers feel hungry, they can buy a meal from McDonald’s next to the McCafe.
On the other hand, McDonald’s emphasized their employee’s training and education. They provide world class training to them. Staff trainers work closely with trainees while they learn the operation skills necessary for running each of 11 workstations in each restaurant, from the front counter to the grill area. They believe that their employee is their capital, and improve their skill can also increase their company internal value and competiveness.
In addition, McDonald’s has created the loyalty with the Business to Business supply chain, such as drink supplier (Coca-Cola), meat patty supplier (Australian Food Corporation).With a...