This website uses cookies to ensure you have the best experience. Learn more

The Rise And Fall Of The Mc Empire.

1106 words - 4 pages

The McEmpire is in turmoil.Like the ancient Roman emperor Honorius as he watched the Visigoths pouring over the seven hills of Rome, McDonald's management may now be witnessing the decline of its own empire.In December, McDonald's announced an anticipated quarterly loss for the first time in its 47-year history. Regrettably, the company's direction and focus over the past decade has as much to do with the decline as does the pressure from competitors.A few years ago, my sister felt a tap on her shoulder as she stood in line at McDonald's."What are you ordering?" came the question from the woman in line behind her. "I will buy your lunch if you will order 10 Happy Meals for me."It was the height of the Beanie Baby craze and McDonald's had timed the trend just right with its Mini-Beanie Baby Happy Meal promotion. As gaggles of Beanie mavens formed lines that wrapped around its stores, McDonald's management exercised its right to limit quantities on the purchase of the highly desired Happy Meals.My sister ordered 10 Happy Meals and got her lunch for free. What was not foreseen were the thousands of meals that were not eaten, but simply thrown away after collectors had removed the prized Beanies.I was dismayed at human nature that day. But, I was also reminded that McDonald's is not really about food.Although it is not scientific, I enjoy visiting Epinions.com to do a gut check of consumer opinion. Looking at the fast-food ratings, I noticed that less than half of consumers would refer someone to eat at McDonald's.In batting averages and shooting hoops, that percentage might be satisfactory. However, when the approval ratings for fast-food rivals like Wendy's and Chick-fil-A score in the 80 to 90 percent range, the degree of distain for Mickey D's becomes more apparent.In his book Fast Food Nation, author Eric Schlosser documents the founding of McDonald's and its rise to a global empire starting in the 1950s.In the beginning, McDonald's Ray Kroc sought opportunities to partner with a growing co-empire, Disney. Reportedly rebuked by the House of Mouse, McDonald's set its own course in targeting "kidsumers."McDonald's took a slightly different approach than grand theme parks and affable mice. Clown spokesman Ronald McDonald appeared on television ads and PlayPlaces began to spring up in selected McDonald's stores.The harassment of parents by their children about going to McDonald's is almost a rite of passage in American parenting. (It raised the art of whining to the level of Olympic sport.) The phenomenon is so well understood that the McDonalds.com site hosts a feature that will help parents plot the location of a series of McDonald's as part of their vacation planning.So, I am reminded that McDonald's is not really about food.Talk to franchisees and you hear that the problem lies with McDonald's Corporation. Many feel that the brand has its challenges. Young kids (and some adults) respond to certain offerings in the Happy Meal, particularly when...

Find Another Essay On The Rise and Fall of the McEmpire.

Rise reason and fall of the crusades

864 words - 4 pages Crusades Reasons, Rise and Fall! The crusades (as they are commonly called) were the name of marches performed by the Christians, with their sole purpose being to insure the freedom of the holy lands from Islamic and other foreign religions control. There were a roughly seven important crusades and a few less notable ones. During these marches the Christians would march to jerusalem in hopes to take it back , as well as take over any town and

The Rise and Fall of Iridium

1150 words - 5 pages Business Information System IIThe Rise and Fall of IridiumQuestions1. Who was to blame for Iridium's failure? Why? At what point could you have known Iridium would fail?2. What is your evaluation of Iridium's system design? What impact did the choices that were made have on subsequent evolution of the venture?3. What is your evaluation of Iridium's organizational design? What changes could you have made to increase the probability of Iridium's

Rise And Fall Of The Kkk

1119 words - 4 pages The Rise and Fall of the Ku Klux Klan "We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty, and the pursuit of Happiness" - Thomas Jefferson (Cultural Racism 1)      This excerpt from the Declaration of independence specifically stated that all men are created equal, but that

The Rise and Fall of Islamic Spain

1085 words - 5 pages . While they fought for dominance, minor Northern taifas appealed for help from Christian kings as they would provide them protection against enemies. This new relationship opened a new phase between Muslims and Christians but ever since the rise of the Al Taifa kingdom, it altered Al Andalusia forever. This intimate relationship that arose between Muslims and Christians seemed immoral to Alexander the 2nd in Rome. Consequently, he felt the

The Rise and Fall of Hitler

4301 words - 17 pages The Rise and Fall of Hitler Adolf Hitler did not come to power in the traditional revolutionary manner. He attempted to take control by force one time and failed. This landed him in prison. The second time Hitler was ready and by manipulation and lies he got himself elected to political office. By March 23, 1933 Hitler was dictator. The rise and sudden fall of Hitler had a sensational effect on people and

The Rise and Fall of A Celebrity

937 words - 4 pages In Alice Walker’s story Nineteen Fifty-Five there are numerous characters in which the reader encounters however the main two you will see is Gracie Mae Still and Traynor. This story is spoken by Gracie Mae but it depicts Traynor’s life in an indirect way. In looking at the story from a modern view this can be compared to the rise and fall of a celebrity as well as well-known celebrities today and their issues that can described using this story

Rise and Fall of the Magan Civilization

2201 words - 9 pages Rise and fall of the Magan civilization The transition of humanity from simple life which based on living in villages with small group of people in the Neolithic to establish city states and then civilizations from the Chalcolithic and the beginning of the Bronze Age ,was a tremendous leap in the history of humanity.This transition led people to improve their knowledge and promoted them to be more creative. Therefore, many inventions and

the rise and fall of prohibition

1677 words - 7 pages Toni CarterDiscover New York 566Professor TurnerMay 4, 2014The rise and fall of prohibition"Prohibition did not achieve its goals. Instead, it added to the problems it was intended to solve" (Thorton, 15). Prohibition was a time in the United States between 1920 and 1933 where the production, sale, transportation, and importation of intoxicating liquor were banned. Legislation, known as The Volstead Act, was enacted to help carry out the

The Rise and Fall of Adolf Hitler

1245 words - 5 pages Samantha Fisher Ms. Setser English 9H 31 March 2014 The Rise and Fall of Adolf Hitler Adolf Hitler was one of the most effective and influential leaders in history, his actions during his lifetime still have an impact on today's world. He was Chancellor and later Dictator of Germany, provoked World War II, and was accountable for an estimated 11 million deaths total by the end of his life. Hitler overcame the literal world by rising from a

The Rise and Fall of Lady MacBeth

742 words - 3 pages THE RISE AND FALL OF LADY MACBETHLady Macbeth's character is one of complexity; slowly, but continuously changing throughout the play. What begins as a struggle for power and a longing to shred her femininity turns Lady Macbeth into what she fears most - a guilt ridden weakling.In the beginning ( I, v, 43-54) , we see Lady Macbeth reacting to the news of her husbands success and King Duncan's visit. This ignites her lust for power. In the quote

The Rise and Fall of McCarthyism

2866 words - 11 pages more of a media essay than a politics one -The Rise and Fall of McCarthyism:An explanation of how the Media createdand then destroyed Joseph McCarthy.INTRODUCTIONThe U.S. Senator Joseph Raymond McCarthy, was born in GrandChute, Wisconsin, Nov.14, 1908, and died May 2, 1957, (Grolier, 1996) was best known for his attacks on alleged Communist subversion most notably within the administrations of the Presidents Harry S. Truman and Dwight D

Similar Essays

Rise And Fall Of The Cold War

1102 words - 4 pages bring forth the following points: Rise of the Cold War, events in and because of the Cold War, and the fall of Russia.Again Germany had been thwarted in its plans of total domination. It had been a combined effort by all the Western powers and a few Eastern powers too. England was devastated, France had been literally burnt to the ground, and many small nation had suffered economic failure. To the East Russia had suffered many losses from the vain

Rise And Fall Of The Roman Empire

1094 words - 4 pages The Romans were on one of the greatest people of all. They had power, wealth, and even a half of the world. They built one of the strongest and vast empire that world has ever seen. They came from nothing to something awesome. It started of as a city and ended up being one of the greatest empire of all. This essay is going to focus on the Roman Empire from the rise to the fall and the government, architecture, mythology, Family Structure, and

The Rise And Fall Of Muslim Empires

1743 words - 7 pages In Islamic history, various events have occurred in different time periods that have led to the rise and fall of Muslim empires. Muslim kingdoms flourished in a cultural, social, religious, political, and intellectual aspect in their time periods, due to Thanks in large part to religious and political conflict between Muslims, whether they be Sunni or Shia, Identify the major periods and empires in Islamic History. You must use at least two

The Rise And Fall Of Enron

956 words - 4 pages The Rise and Fall of Enron The objective of every company is to maximize profit, become a big player and remain viable. Enron was no exception the key players at the time were Kenneth Lay CEO, Jeffery Skilling who was hired by Lay in 1990 to head the Enron Finance Corporation and by 1997 Skilling was made President and Chief Operating Officer. Andrew Fastow, CFO who was the chief financial officer of Enron. Enron merged Houston