Table of contents
1. Introduction
2. Fast Food: A Glimpse into History
2.1 Ancient Snack Culture
2.2 Modern Fast Food
2.3 Health Implications of Fast Food
2.4 Sustainability and Fast Food
3. The Launch of McDonald's
3.1 The Rise of Drive-in Restaurants in Southern California
3.2 The Story of Richard and Maurice McDonald
3.2.1 Taylor's Inspiration
3.2.2 Ford as Inspiration
3.3 McDonald's Innovative Self-Service System
3.4 Beginnings of Franchising
3.5 Ray Kroc: The Mastermind Behind the Empire
4. Franchising
4.1 Origins of Franchising
4.1.1 What does "Franchise" mean?
4.1.2 Evolution of the Franchising Concept
4.1.3 Contemporary Franchising
4.1.4 The Evolution of Franchising
4.4.4 Challenges for the Franchisee
4.2 Franchising in the North American Context
4.2.1 Self-understanding of the North American Franchise Association
4.2.2 Franchising in North America: A Growth Trend
4.3 Types of Franchise Agreements
4.3.1 Categorization based on Business Activities
4.3.2 Other Classification Approaches
4.4 Opportunities and Challenges of the Franchise Model
4.4.1 Opportunities for the Franchisor
4.4.2 Challenges for the Franchisor
4.4.3 Advantages for the Franchisee
4.5 McDonald's Franchise Strategy
5. McDonald's Global Expansion
5.1 Global Expansion
5.1.1 McDonald's Rise in Germany
5.1.2 Spread in Asia and Beyond
5.2 McDonald's and its Impact on Society
6. Children and Families in Focus
6.1 The "Happy Meal" Experience
6.2 Promotional Giveaways
6.3 The Children's Party
6.4 KidsZone
7. McDonald’s as a Place of Education
7.1 The Image of the "Mc-Job"
7.2 Training in System Catering
7.2.1 What is meant by "System Catering"?
7.2.2 Uniformity in Production
7.2.3 Scaling and Central Control
7.2.4 McDonald’s Continuing Education Initiative
8. Conclusion
Introduction of the author and his goal with the book:
Marcos Schneider, born in Argentina, has been deeply rooted in the world of gastronomy since his childhood. His father, a renowned chef at the Plaza Hotel Buenos Aires, later relocated his expertise to Germany, where he established and built several gastronomic ventures. As a result, Marcos grew up in Germany, surrounded by the art of cooking and the hospitality industry.
From a young age, Marcos began working in the gastronomy field, influenced by his father's passion and dedication. He learned that challenges and obstacles are an integral part of life and that overcoming them is key to success.
At the age of 15, Marcos began his formal career in gastronomy, inspired by his family's culinary expertise. By 18, he found his true calling as a bartender, crafting cocktails and drinks as if he had never done anything else. He further honed his skills and eventually took over the management of a billiards cafe. Later, he co-founded a steakhouse and an online shop for used fashion. In addition to his gastronomic background, he successfully completed his vocational diploma in business and administration with a focus on computer science and delved into the world of app development.
Through his dedication and commitment, Marcos has made a name for himself as a renowned consultant and coach. His understanding of the gastronomy sector, combined with his inspiring personality, has earned him recognition and appreciation.
Marcos has experienced the highs and lows of entrepreneurship and has learned that dealing with rejection and challenges only makes him stronger. He believes in viewing problems as opportunities and sees himself as a lifelong learner.
1. Introduction
"If you're green, you're growing. If you're ripe, you rot."
- Ray Kroc-
Food is timeless, yet nowadays we discuss it more than ever. Due to the continuous interest in healthy eating, the gastronomic landscape is evolving swiftly. We're constantly surrounded by new information about eating habits, nutritional facts, and nutrient values. Cities are brimming with a variety of food offers - from fast food to exotic dishes from around the world. Thus, in today's urban landscape, we see everything from quick snacks to gourmet delicacies and upscale restaurants coexisting side by side.
One company that has held its ground in this fast-paced world is McDonald's. Looking back, it started in 1940 when the brothers Richard and Maurice McDonald launched just one restaurant in California. They wanted to venture into the drive-in business after not doing so well in the cinema industry. Their restaurant quickly gained popularity, but it was only after Ray Kroc took over the business in 1961 that the chain went global.
Success doesn't come without continuous adaptation. In the past, food scandals weren't as publicized as they are today. Even McDonald's had to respond to issues such as contaminated meat or genetically modified vegetables.
This analysis focuses on McDonald's and its evolution. Initially, we'll delve into the early days: Why did fast food suddenly become so popular in America? What made the McDonald's restaurant stand out? It turned out their way of selling food rapidly was precisely what people needed at the time.
Another significant turning point was franchising. While the McDonald brothers had this idea, it wasn't until Kroc's leadership that the concept truly thrived. This aspect will be further elaborated upon in the fourth section.
In conclusion, we'll examine McDonald's recent history. Despite facing several setbacks and criticism, the company has always found ways to reinvent itself and remain successful. This success has been influenced by both a connection to younger customers and innovative business models.
2. Fast Food: A Glimpse into History
2.1 Ancient Snack Culture
When we talk about fast food today, we immediately think of quick dishes served in express restaurants. But at its core, two essential aspects define it: speed and the public space. Fast food is mostly about eating quickly when time is short. Sure, today many celebrate kids' birthdays at McDonald's or go simply because they like the taste. But the primary reason for fast food has always been quick satisfaction. The term "restaurant" illustrates that these are public spaces helping us navigate our busy lives efficiently. The advantage? In such places, there's no need to handle tasks like cleaning up after frying. Therefore, fast food typically emerges where there's hustle and bustle: stadiums, train stations, shopping centers, and more. Looking back, fast food has always been at busy spots, like marketplaces or roadsides. Worldwide, there were stalls offering quick food, especially for those who couldn’t afford a private cooking space. In China, for instance, market stalls served standing customers with soups, noodles, and other dishes. Eventually, these dishes began to be industrially produced and merely reheated on-site. Similarly, in ancient Greece and Rome, such stalls were prevalent. In Rome, they often were the sole source of hot meals for the impoverished, who lived in large buildings without facilities to cook or heat. In these metropolitan areas, recreational facilities like arenas or baths also offered quick meals. Interestingly, the concept of a "restaurant" as we know it today wasn't widespread. Eating out was uncommon, except in traditions found in places like China or France. Instead, high-quality regional cuisine was mostly found in private homes. One exception was markets in many Arabic cities, where premium ready-to-eat meals were available. However, not all fast food from back then was of high caliber. Many snack stalls provided simple dishes like honey cakes or stuffed fig leaves. These places often didn't have the best reputation. Some even doubled as brothels, and guests in some inns even had to bring their own food. Nevertheless, they were crucial, especially for ordinary travelers.
2.2 Modern Fast Food
The industrial era in Europe saw a surge in stalls offering quick snacks. Since companies at that time had no canteens and break times were brief, a quick snack like a sausage in a bun was a hit. Many Europeans migrated to America, where fast food saw a more spectacular evolution. In the US, the hamburger particularly popularized fast food. Still, its history is riddled with legends. The ground meat for the burger was initially inspired by a dish of the Tatars traveling through Europe. Sailors from Hamburg are believed to have discovered and adapted this dish by frying the meat. When German immigrants came to America in the 19th century, they brought along the "Hamburg steak." Back then, the Hamburg steak was more of a restaurant dish. Its transformation into the fast food hamburger remains unclear, but surely, the rapid changes in American cities during the 19th century influenced this evolution. The combination of industrialization and mass migration led to a need for quick meals for workers. “Lunch carts” emerged, evolving into “dining cars,” which eventually turned into basic fast-food places or “luncheonettes.” The hamburger became integral at this stage, with multiple individuals claiming its invention. One such individual, Walter Anderson, revolutionized the hamburger in 1916 by replacing the top bread slice with a bun. He later founded the first hamburger chain, White Castle. To convince customers of his products' quality, he emphasized transparency and advertising. He also pioneered the use of frozen products and undertook studies to assure product quality. White Castle was a massive hit. In the '80s, they even offered a delivery service, and later their burgers were available in supermarkets. This trend set the standard for US fast food and influenced many entrepreneurs.
2.3 Health Implications of Fast Food
While fast food has always been a popular means of quick satiation, the 20th and 21st centuries saw increased awareness of the health impacts of such foods. Many fast-food products are rich in saturated fats, salt, sugar, and calories. When consumed in excess, they can lead to health issues such as obesity, cardiovascular diseases, and Type 2 diabetes. In recent decades, a growing movement has spotlighted the negative health effects of fast food. Documentaries like "Super Size Me" exposed the problems of a fast-food diet, raising public awareness. In response, many fast-food chains started revamping their menus, offering healthier options, and providing detailed nutritional information. Salads, wraps, and smoothies have become standard offerings in many chains.
2.4 Sustainability and Fast Food
Another criticism of the fast-food industry revolves around its environmental impact. Mass production of ingredients, especially meat, has severe environmental repercussions, including deforestation, excessive water consumption, and greenhouse gas emissions. Lately, some chains have committed to adopting more sustainable practices, encompassing free-range meat use, reducing packaging waste, and implementing energy and water-saving measures. Moreover, advancements in food technology have led to the development of plant-based meat substitutes that are convincing in taste and texture. Major chains have started including these in their lineup, offering consumers a more eco-friendly alternative to traditional meat. While fast food will undoubtedly always have its place in global gastronomy, it's vital for the industry to continue innovating and taking responsibility for its impacts on health and the environment.
3. The Launch of McDonald's
"I was never satisfied with the status quo. I believe in progress and development. Once you've achieved, you get left behind."
-Ray Kroc-
3.1 The Rise of Drive-in Restaurants in Southern California
In the 1930s, Californian restaurateurs introduced a fresh concept: selling sandwiches and drinks directly to drivers without them having to leave their cars. These drive-in spots quickly became all the rage. With their stylish design – often rounded, colorful, with highlights like turrets and neon lights – they aimed to attract the attention of drivers. Cool young ladies,
Impressum
Verlag: BookRix GmbH & Co. KG
Texte: Marcos Schneider
Bildmaterialien: Marcos Schneider
Cover: Marcos Schneider
Lektorat: Marcos Schneider
Korrektorat: Marcos Schneider
Übersetzung: Marcos Schneider
Satz: Marcos Schneider
Tag der Veröffentlichung: 18.08.2023
ISBN: 978-3-7554-5028-3
Alle Rechte vorbehalten
Widmung:
"This book reflects my intense journey through the world of McDonald's and the system catering industry. It is not only a testament to my experiences and growth in this sector, but also a thank you to all those who have accompanied and supported me on this path. I dedicate this book to my beloved children, Lionel and Luka, who have always been my most loyal fans. To my wonderful wife Maria, who is my constant rock. To my brother Luis, who believed in my visions, and to my parents Silvia and Juan, who taught me the values of hard work and perseverance - you are the wind beneath my wings and the drive that propels me forward. This dedication is for all those who courageously pursue their dreams and prove that with determination, much is possible. May this book guide and inspire you. A heartfelt thanks to friends and acquaintances for their unwavering support, Marcos Schneider."