The McDonald’s Corporation is the world’s largest chain of hamburgerfast food restaurants, serving around 68 million customers daily in 119 countries across 35,000 outlets. Headquartered in the United States, the company began in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald; in 1948 they reorganized their business as a hamburger stand using production line principles. Businessman Ray Kroc joined the company as a franchise agent in 1955. He subsequently purchased the chain from the McDonald brothers and oversaw its worldwide growth.
A McDonald’s restaurant is operated by either a franchisee, an affiliate, or the corporation itself. McDonald’s Corporation revenues come from the rent, royalties, and fees paid by the franchisees, as well as sales in company-operated restaurants. In 2012, McDonald’s Corporation had annual revenues of $27.5 billion, and profits of $5.5 billion.
McDonald’s primarily sells hamburgers, cheeseburgers, chicken, french fries, breakfast items, soft drinks, milkshakes, and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, fish, wraps, smoothies, fruit, and seasoned fries.
The business began in 1940, with a restaurant opened by brothers Richard and Maurice McDonald at 1398 North E Street at West 14th Street in San Bernardino, California introduction of the “Speedee Service System” in 1948 furthered the principles of the modern fast-food restaurant that the White Castle hamburger chain had already put into practice more than two decades earlier. The original mascot of McDonald’s was a man with a chef’s hat on top of a hamburger shaped head whose name was “Speedee”. Speedee was eventually replaced with Ronald McDonald by 1967 when the company first filed a U.S. trademark on a clown shaped man having puffed out costume legs.
McDonald’s first filed for a U.S. trademark on the name “McDonald’s” on May 4, 1961, with the description “Drive-In Restaurant Services”, which continues to be renewed through the end of December 2009. In the same year, on September 13, 1961, the company filed a logo trademark on an overlapping, double arched “M” symbol. The overlapping double arched “M” symbol logo was temporarily disfavored September 6, 1962, when a trademark was filed for a single arch, shaped over many of the early McDonald’s restaurants in the early years. Although the “Golden Arches” appeared in various forms, the present form as a letter “M” did not appear until November 18, 1968, when the company applied for a U.S. trademark.
The present corporation dates its founding to the opening of a franchised restaurant by Czech American businessman Ray Kroc, in Des Plaines, Illinois, on April 15, 1955, the ninth McDonald’s restaurant overall. Kroc later purchased the McDonald brothers’ equity in the company and led its worldwide expansion, and the company became listed on the public stock markets in 1965. Kroc was also noted for aggressive business practices, compelling the McDonald brothers to leave the fast food industry. The McDonald brothers and Kroc feuded over control of the business, as documented in both Kroc’s autobiography and in the McDonald brothers’ autobiography. The San Bernardino store was demolished in 1976 (or 1971, according to Juan Pollo) and the site was sold to the Juan Pollo restaurant chain. It now serves as headquarters for the Juan Pollo chain, as well as a McDonald’s and Route 66 museum. With the expansion of McDonald’s into many international markets, the company has become a symbol of globalization and the spread of the American way of life. Its prominence has also made it a frequent topic of public debates about obesity, corporate ethics and consumerresponsibility.
Headquarters
McDonald’s Plaza, located in Oak Brook, Illinois is the headquarters of McDonald’s
The McDonald’s headquarters complex, McDonald’s Plaza, is located in Oak Brook, Illinois. It sits on the site of the former headquarters and stabling area of Paul Butler, the founder of Oak Brook. McDonald’s moved into the Oak Brook facility from an office within the Chicago Loop in 1971.
McDonald’s predominantly sells hamburgers, various types of chickensandwiches and products, French fries, soft drinks, breakfast items, and desserts. In most markets, McDonald’s offers salads and vegetarian items, wraps and other localized fare. On a seasonal basis, McDonald’s offers the McRib sandwich. Some speculate the seasonality of the McRib adds to its appeal. Various countries, especially in Asia, are currently serving soup. This local deviation from the standard menu is a characteristic for which the chain is particularly known, and one which is employed either to abide by regional food taboos (such as the religious prohibition of beef consumption in India) or to make available foods with which the regional market is more familiar (such as the sale of McRice in Indonesia, or Ebi (prawn) Burger in Singapore). In Germany and other Western European countries, McDonald’s sells beer. In New Zealand, McDonald’s sells meat pies, after the local affiliate partially relaunched the Georgie Pie fast food chain it bought out in 1996.
McDonalds Corporation 501c3 Service: Inspiration
As part of a global network of local family restaurants, McDonald’s and our owner operators are proud to give back to the communities we serve. Whether it’s supporting a local sports league, helping talented young athletes, or taking steps to improve our neighborhoods, our support reflects our commitment to you and our communities.
McDonald’s All American High School Basketball Games
Every year, McDonald’s brings the top high school basketball talent in the nation together to raise money for Ronald McDonald House Charities. These future superstars face off at an annual McDonald’s All American High School Basketball exhibition game at the end of the season. Alumni include some of the biggest names in basketball history!
The Games return to Chicago on April 2, 2014. For more information about the event, including history, highlights and the 2013 recap, please visit www.mcdonaldsallamerican.com.
Camp Mickey D’s
Sybel Pici, owner of three McDonald’s restaurants in Texas, created Camp Mickey D’s—an innovative program that helps students come to grips with the demands of the workplace, while making the connection between school and work. The annual training camp is held at local McDonald’s restaurants, and now serves 38 high schools in 14 school districts.
Making Mentorship Work: The Reggie Jones Story
A McDonald’s owner has made it his mission to make a difference. Reggie Jones and his wife are dedicated to improving their neighborhood, one step at a time.
McDonald’s Philadelphia Sends 15 Students to College
For the past 7 years, McDonald’s franchisees in Pennsylvania, in association with Ronald McDonald House Charities, have awarded college scholarships to 15 high school seniors annually. The RMHC/African American Future Achievers Scholarships are awarded based on academic achievement, community service and financial need.
Ronald McDonald House Charities
Helping families heal together. A labor of love since 1974.
At McDonald’s we care about the well being of children and families. In 1974 we helped open the first Ronald McDonald House and to this day we stand by RMHC in their mission to provide children with support, stability, and the best medicine of all — their families. Each year, McDonald’s proudly helps RMHC impact the lives of 7 million children — both in your community, and around the world.
Every penny counts
One way we help is every time you buy a Happy Meal or Mighty Kids Meal, McDonald’s donates a penny to support RMHC programs and services.
Helping is easy
Because we know you care about the well being of these children as much as we do, we offer a number of other opportunities for our customers to also support RMHC:
Throughout the year, you can find RMHC Donation Boxes in our restaurants, where you can contribute directly to RMHC every time you visit. No donation is too small, and every offering provides strength, hope and healing to families to help their children thrive. In 2013, RMHC Donation Boxes alone raised $28 Million for RMHC.
During our National Give a Hand Fundraiser, you can donate directly to RMHC by purchasing a “Hand” for $1, $3, or $5 when you visit a participating McDonald’s restaurant. This year, the fundraiser is May 1-10, 2014.
Thank you in advance
At McDonald’s, giving is a part of our culture. So whether you’re dropping spare change in a donation box, buying a “Hand”, or purchasing a Happy Meal, you’re helping to keep families together during the times they need each other most.
RMHC is at the heart of McDonald’s, and together with customers and RMHC supporters like you, we are able to give back to the communities we serve and make a real difference.
