McDonald's USA : a restaurant icon's potential to thrive in a global pandemic / Kaushik Mukherjee, Byron Chandler, Richard Gentry.

Format:

Book

Author/Creator:

Mukherjee, Kaushik, author.

Chandler, Byron, author.

Gentry, Richard, author.

Series:

SAGE Business cases.

SAGE Business cases

Language:

English

Subjects (All):

COVID-19 Pandemic, 2020-2023.

Corporations--Growth.

Corporations.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2022.

Summary:

Over the past 65 years, McDonald's has grown to become the world's largest (McDonald's, 2020a) and most recognized fast-food restaurant company. Like other restaurant businesses during the COVID-19 pandemic, McDonald's was forced to confront how to survive. This was particularly true of McDonald's U.S. Company, McDonald's USA. McDonald's as a corporation originally achieved its industry dominance by leveraging a business model that relied on consistent operations, value, franchisor control of real estate, and a world-class supply chain. Over time, particularly in the United States, Canada, and Australia, McDonald's added additional features to its operating model.These items included drive-through windows, mobile order pickup, and delivery, all of which positioned McDonald's to successfully compete in the contactless environment mandated by the COVID-19 world. However, McDonald's direct fast-food competitors have similar advantages that afford them the same ability to take market share from fast-casual and full-service restaurants. The issue for McDonald's is how to maintain this market share momentum post COVID-19 and protect that share from direct competitors. Historically, McDonald's responds to these challenges by devoting high levels of capital spending on new locations, marketing, new products, and/or remodels, all of which add debt and take time to accomplish. McDonald's must seek solutions to combat the competition that are not capital intensive.

Notes:

Includes bibliographical references and index.

Description based on XML content.

ISBN:

1-5297-9402-1

9781529794021

OCLC:

1286090351