The very first Ray Kroc McDonalds in the World. Image by  Mary Anne Enriquez

Ray Kroc, founder of McDonald’s Corporation, stated, “I didn’t invent the hamburger; I just took it more seriously than anyone else.”

McDonald’s first restaurant was opened in 1940 by the McDonald brothers. They had fashioned a very successful formula for their hamburger business which was based on High Quality, Affordable and Quick turnaround food. In 1954 Ray Kroc, a mixer salesman, was surprised by a huge order for 8 multi-mixers from a restaurant in San Bernardino, California. There he found a small but successful restaurant run by brothers Dick and Mac McDonald, and was stunned by the effectiveness of their operation. They produced a limited menu, concentrating on just a few items—burgers, fries and beverages—which allowed them to focus on quality at every step.

Ray Kroc seized on what he envisioned as a repeatable formula and started the McDonalds franchise system in 1955 based on Quality, Service, Cleanliness and Value, which built on the McDonald brother’s original success formula. Maintaining this formula for success has taken considerable effort as to maintain it amongst the many franchised businesses has meant very strict rules and control over quality. What then is the McDonald’s success strategy?

  1. Customer service – Quality is their key, with high quality standards of ingredients, supplier delivery performance and staff behaviours.
  2. Standardised work – provides clear expectations and consistent results.
  3. Training of staff – McDonald’s is well known for its effective training of staff.
  4. Continuous Improvement and Innovation – are the keys to their relevance and continued growth in such a competitive market.

Let us help you develop your success formula by contacting our SER® team for a review of your business.

The Steel Efficiency Review™ Team

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