McDonald’s MISSION STATEMENT ” to be our customers’ favourite place and way to eat and drink. ”
McDonald’s corporation is an American fast food company, founded in 1940 by Richard and Maurice McDonald. McDonald’s is known for its best hamburger, cheeseburgers and French fries. Although McDonald’s started with a hamburger stand but today McDonald’s has the ninth highest global brand valuation and more than 38,000 restaurant outlets spread across all over world.
McDonald’s MISSION STATEMENT
Mission statement is a short statement of why the organisation exist. And looking at McDonald’s statement it becomes pretty simple to understand. McDonald’s has made it crystal clear why they wanted to be on top and the simplicity is what attract its customers. Mission statement of McDonald’s is
” to be our customers’ favourite place and way to eat and drink. ”McDonald’s MISSION STATEMENT
Two main components of this Mission statement is ..
- Customer’s favourite place to eat and drink.
- Customers favourite way to eat and drink.
This statement highlights the significance of customers at business angle, while maintaining the main focus of company over food and beverage purchase decision. McDonald’s develops it’s menu and recipes to satisfy customers preferences. These factor along with menu development helps making company’s restaurants and franchised location favourite place to eat and drink.
McDonald’s VISION STATEMENT
Vision statement is an highly inspirational statement made to model the idealistic future condition of an organisation or company. It usually answers the current and future objectives for an company. McDonald’s vision statement is
” to move with velocity to drive profitable growth and become an even better McDonald’s serving more customers delicious food each day around the world. “McDONALD’S VISION STATEMENT
With this statement we can see the implementation growth plan introduced by the company in 2017. With commitment as backbones McDonald’s has set its core values defined to show who and how they run the business and restaurants. The company’s previous vision Statement was ” Our overall vision is for McDonald’s to become a modern, progressive burger company delivering a contemporary customer experience.”
McDonald’s vision statement comprises of following points –
- Move to drive growth.
- Better at serving customers.
- Around the world.
Both the statement shows, McDonald’s wants to expand their business and grow their operations. With the help of acknowledgement to importance of the needs and preferences of the customer it has created an environment where all partners and groups can hangout and eat.
McDonald’s Core Values
McDonald’s core values comprise “we place the customer experience at the core of all we do, we are committed to our people, we believe in the McDonald’s system, we operate our business ethically, we give back to our communities, we grow our business profitably, and we strive continually to improve.” The core values create a perfect growth culture for the company.
Acknowledging the importance of the needs and preferences of the customers is highly valued at McDonald’s. The company also encourages respect for people, the brand of the company and a call to always operate in a justified manner. By weaving the needs of the communities with those of the business, McDonald’s has created an environment where all partners thrive.
- Abdullah, Z., Shahrina, Nordin, M., & Abdul Aziz, Y. (2013). Building a unique online corporate identity. Marketing Intelligence & Planning, 31(5), 451-471.
- Boje, D., Driver, M., & Cai, Y. (2013). Fiction and humor in transforming McDonald’s narrative strategies. In Organizations and Popular Culture (pp. 144-157). Routledge.
- Borodin, A., & Corwin, I. (2014). McDonald processes. Probability Theory and Related Fields, 158(1-2), 225-400.
- Chun, R., & Davies, G. (2001). E-reputation: The role of mission and vision statements in positioning strategy. Journal of Brand Management, 8(4), 315-333.
- Crawford, A. (2015). McDonald’s: A Case Study in Glocalization. Journal of Global Business Issues, 9(1), 11.
- Emerson, L., & Prang, Y. (2016). Compensation and Benefits: Company-Provided Benefits at McDonald’s. Handbook of Human Resources Management, 939-950.
- Frazier, E. (2013). Small business leadership and organizational culture, job satisfaction, and performance: Correlational research (Doctoral dissertation, University of Phoenix).
- Ghosh, M., Ghosh, A., & Ghosh, M. (2016). Impact and Influence of Culture on Brands in Indian Market. IOSR Journal of Business and Management (IOSR-JBM), 18(7), 54-60.
- Hu, W., & Xie, Y. (2013). Comparative Study of McDonald’s and Kentucky Fried Chicken (KFC) Development in China. Sanovia: Internal Business Administration.
- Jay, R., & Paul, B. (2016). Mission and vision.
- Kamal, R., Ashraf, M. Z., & Ali, A. (2014). McDonalds Pakistan: Food and Fun Together. Market Forces, 9(1).
- Kane, G. C. (2016). How McDonald’s cooked up more transparency. MIT Sloan management review, 57(2).
- Komańda, M. (2016). McDonald’s as a Cultural Brand in the Landscape of Attitudes of Polish Customers. Trends Economics and Management, 9(24), 33-43.
- McDonald – About Us.
- Mahajan, S. (2014). Competitive advantage through training and development in Mcdonald’s: a case study. International Journal of Management, IT and Engineering, 4(10), 403.
- Martins, L. L., Rindova, V. P., & Greenbaum, B. E. (2015). Unlocking the hidden value of concepts: a cognitive approach to business model innovation. Strategic Entrepreneurship Journal, 9(1), 99-117.
- Nandini, A. S. (2014). McDonald’s Success Story in India. Journal of Contemporary Research in Management, 9(3).
- Nguyen, P. (2015). Are you prepared for international franchising? This is a presentation given at the International Franchise Summit in Kuala.
- Pandey, P. (2014). Organizational culture-a root to prosperity. Management Insight, 10(1).
- Ramya, N. (2014). Retailing Business Model–Franchising. Paripex Indian Journal of Research, 3.