STRATEGIC MANAGEMENT PROJECT
COMPANY DESCRIPTION
Established in California during the 1940s by two brothers, the McDonald’s restaurant became a popular teen hangout in the first flush of post-war affluence. To feed these youthful bodies, the brothers reduced the menu to the perennial favourite – hamburgers, applied assembly line techniques to food production and expanded to four restaurants by 1953. Taking note of the brothers’ success, in 1955, Entrepreneur Ray Kroc bought the right to franchise the McDonald’s System. Renamed the McDonald’s Corporation in 1960, Kroc focused his marketing eff
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