Most of the restaurants are operated locally (nearly 75%) and the chain of restaurants, one of the most successful brands of today, serves not less than 58 million customers per day (Our Company, n.d.).
To achieve goals every organization has certain plans and strategies. The first step to the fact is having a well-defined mission statement. A mission statement is a sort of clarification by the company to the outside world about their prime objective. The mission statement of McDonald’s states "be our customer’s favorite place and way to eat" (TIUA, n.d.).
The vision of the leading restaurant chain reads, "McDonald’s vision is to be the world’s best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value so that we make every customer in every restaurant smile" (McDonalds Mission Statement, n.d.).
To achieve the vision and the mission of any organization, it needs well-set objectives and goals for the short and the intermediate term as vision and mission generally represent the long term status of the company. McDonald’s, in 1979 came up with a popular scheme of ‘happy meal’ in which a toy was offered with the meal. Also to successfully implement the strategy taken, the company related their toys with many movies and their famous characters.
The business strategy of McDonald’s is that of a franchise system. The company generally employs a local workforce as the franchise holders. It has a dual advantage. At the first place, the company can leverage out the contacts and networks of the local franchisee. On the other side, the local franchisee can use the global brand name of McDonald’s and can get more footfalls inside the restaurant. .