Regiocentric orientation strategy in fast food chain

Abstract

Fast food restaurants usually have a seating area in which customers can eat the food the premises, orders are designed to be taken away, and traditional table service is rare. Orders are generally taken and paid for at a wide counter, with the customer waiting by the counter for a tray or container for their food. A drive-through service can allow customers to order and pick up food from their cars. Nearly from its inception, fast food has been designed to be eaten on the go and often does not require traditional tableware and is eaten as a finger food. Common menu items at fast food outlets include fish and chips, sandwiches, pitas, hamburgers, fried chicken, french fries, chicken nuggets, tacos, pizza, and ice cream, although many fast food restaurants offer slower foods like chili, mashed potatoes, and salads. McDonald's in the United States will have the same experience as someone visiting a McDonald's in Japan. The interior design, the menu, the speed of service, and the taste of the food will all be very similar. However, some differences do exist to modify to particular cultural differences. I. Introduction Mcdonald's & Its Global Strategies The purpose of this document is to analyze the existence of McDonald's Corporation and its Global Strategies. This paper will discuss the history and background plus the strengths and weaknesses of the company. In addition, the document will define the differences of global strategies of McDonald's in different countries. McDonald's is the world's leading global food service retailer with over 36,000 locations serving approximately 69 million customers in over 100 countries each day. More than 80% of McDonald's restaurants worldwide are owned and operated by independent local business men and women. McDonald's ―play to win‖ strategy helps the company gain customer confidence as well as revenue growth. As per the USA, in the U.S., where McDonald's has almost 14,000 of its more than 32,000 restaurants, operating income in July 2010, climbed 7% to $895.1 million. Revenue in the U.S. rose 2% to $2.08 billion while rising 5.2% in Europe and 4.6% elsewhere around the globe. The $15.15 billion company has increased its market profit share by offering healthy menu items such as salads, milk, and sandwiches, wide range of beverages, ice creams, fries, new breakfast dollar menu, kids' meal, and last but not the least the everyday dollar menu items. In addition, nearly 50% of McDonald restaurants have included the play area for children which help the corporation attract the younger crowd tremendously.