McDonald'sCase StudyCompany OverviewMcDonald's Corporation is the world's largest chain of fast-food restaurants, primarily selling hamburgers, chicken, French fries, breakfasts, and soft drinks. More recently it also offers salads, fruit, snacks and carrot sticks. The business began in 1940, with a restaurant opened by brothers Dick and Mac McDonald in San Bernardino, California. The introduction of the "Speedee Service System" in 1948 established the principles of the modern fast-food restaurant. The current company traces its founding to the opening of a restaurant franchise by Ray Kroc, in Des Plaines, Illinois, on April 15, 1955, the ninth McDonald's restaurant overall. Kroc later purchased the McDonald's brothers' stake in the company and led its worldwide expansion. With McDonald's successful expansion into many international markets, the company has become a symbol of globalization and the spread of the American lifestyle. Its prominence has also made it a frequent topic in public debates about obesity, business ethics and consumer responsibility. McDonald's restaurants are located in 120 countries and territories worldwide and serve nearly 54 million customers every day. The company also operates other restaurant brands, such as Piles Café and Boston Market, and holds a minority stake in Pret a Manger. Additionally, McDonald's opens a new restaurant every three hours. Additionally, McDonald's has double the market share of its closest US competitor, Burger King, accounting for 7% of total US out-of-home food sales. Similarly, McDonald's serves approximately 1% of the world's population every day through its 23,000 restaurants internationally. Big Mac, the world's best-selling hamburger was developed by... middle of paper... an endorsement deal involving pop star Justin Timberlake. He will appear in five commercials in the Anglo-Saxon world, promoting the company's products. The company will also sponsor the singer's world tour but refuses to say how much it will pay for it, although some experts suggest it will be around $6m (£3.6m). The marketing campaign will be titled "I'm Lovin' It" and the associated 35-city European tour will be titled "McDonald's Presents Justin Timberlake 'Justified' World Tour 'lovin' it' live." References:1. http://en.wikipedia.org/wiki/McDonald's, Wikipedia, the free encyclopedia, accessed 08.10.072. Merriam-Webster: 'McJob' is here to stay." The Associated Press. November 11, 2003.3. www.mcdonalds.com/facts, accessed 09.10.074. http://www.transnationale.org/companies/mcdonald_s.php , accessed 09.10.07