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McDonald's Introduction
History of McDonald's
The business began in 1940, with a restaurant opened by brothers Richard and Maurice McDonald in San Bernardino, California. Their introduction of the "Speedee Service System" in 1948 furthered the principles of the modern fast-food restaurant that the White Castle hamburger chain had already put into practice more than two decades earlier. The original mascot of McDonald's was a man with a chef's hat on top of a hamburger shaped head who name was "Speedee." Speedee was eventually replaced with Ronald McDonald by 1967 when the company first filed a U.S. trademark on a clown shaped man having puffed out costume legs.
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McDonald's first filed for a U.S. trademark on the name McDonald's on May 4, 1961, with the description "Drive-In Restaurant Services," which continues to be renewed through the end of December 2009. In the same year, on September 13, 1961, the company filed a logo trademark on an overlapping, double arched "M" symbol. The overlapping double arched "
t是什么意思M" symbol logo was temporarily disfavored by September 6, 1962, when a trademark was filed for a single arch, shaped over many of the early McDonald's restaurants in the early years. The famous double arched "M" symbol in u today did not appear until November 18, 1968, when the company filed a U.S. trademark.
The first McDonald's restaurants opened in the United States, Canada, Costa Rica, Panama, Japan, the Netherlands, Germany, Australia, France, El Salvador and Sweden, in order of openings.
pressuresThe prent corporation dates its founding to the opening of a franchid restaurant by Ray Kroc, in Des Plaines, Illinois, on April 15, 1955,[7] the ninth McDonald's restaurant overall. Kroc later purchad the McDonald brothers' equity in the company and led its worldwide expansion, and the company became listed on the public stock markets in 1965.[8] Kroc was also noted for aggressive business practices, compelling the McDonald brothers to leave the fast food industry. The McDonald brothers and Kroc feuded over control of the business, as documented in both Kroc's autobiography and in t
气候谚语he McDonald brothers' autobiography. The site of the McDonald brothers' original restaurant is now a monument.[9]
With the expansion of McDonald's into many international markets, the company has become a symbol of globalization and the spread of the American way of life. Its prominence has also made it a frequent topic of public debates about obesity, corporate ethics and consumer responsibility.
Corporate overview
Facts and figures
McDonald's boasts its rvice to "99 billion customers".
McDonald's restaurants are found in 119 countries[10] and territories around the world and rve 58 million customers each day.[3] McDonald's operates over 31,000 restaurants worldwide, employing more than 1.5 million people.[10] The company also operates other restaurant brands, such as Piles Café.
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Focusing on its core brand, McDonald's began divesting itlf of other chains it had acquired during the 1990s. The company owned a majority stake in Chipotle Mexican Grill until October 2006, when McDonald's fully divested from Chipotle through a stock exchange.[11][12] Until December 2003, it also owned Donatos Pizzacarry什么意思. On August 27, 2007, McDonald's sold Boston Market to Sun Capital Partners.[13]
Types of restaurants
Most standalone McDonald's restaurants offer both counter rvice and drive-through rvice, with indoor and sometimes outdoor ating. Drive-Thru, Auto-Mac, Pay and Drive, or "McDrive" as it is known in many countries, often has parate stations for placing, paying for, and picking up orders, though the latter two steps are frequently combined; it was first introduced in Arizona in 1975, following the lead of other fast-food chains. The first such restaurant in Britain opened at Fallowfield, Manchester in 1986.[14]
In some countries, "McDrive" locations near highways offer no counter rvice or ating. In contrast, locations in high-density city neighborhoods often omit drive-through rvice.
There are also a few locations, located mostly in downtown districts, that offer Walk-Thru rvice in place of Drive-Thru. To accommodate the current trend for high quality coffee and the popularity of coffee shops in general, McDonald's introduced McCafé, a café-style accompaniment to McDonald's restaurants in the style of Starbucks. McCafé is a concept created by McDonald's Australia, starting with Melbourne in 1993. Today, most McDonald's in Australia have McCafés located within the existing McDonald's restaurant. In Tasmania, there are McCafés in every store, with the rest of the states quickly following suit. After upgrading to the new McCafé look and feel, some Australian stores have noticed up to a 60% increa in sales. As of the end of 2003 there were over 600 McCafés worldwide. Some locations are connected to gas stations/convenience stores,[15] while others called McExpress have limited ating and/or menu or may be located in a shopping mall. Other McDonald's are located in Wal-Mart stores. McStop is a location targeted at truckers and travelers which may have rvices found at truck stops.[16]
Since 1997, the only Kosher McDonald's in the world that is not in Israel, is located in the
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日语学习班"Abasto de Buenos Aires", Argentina.[17][18]
Playgrounds
McDonald's in Panorama City, California designed for family-friendly image.Some McDonald's in suburban areas and certain cities feature large indoor or outdoor playgrounds. The first PlayPlace with the familiar crawl-tube design with ball pits and slides was introduced in 1987 in the USA, with many more being constructed soon after. Some PlayPlace playgrounds have been renovated into "R Gym" areas.
Redesign
McDonald's in Darlington, UK. This is an example of the new look of McDonald's in Europe.
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In 2006, McDonald's introduced its "Forever Young" brand by redesigning all of their restaurants, the first major redesign since the 1970s.[19][20]
The McDonald's restaurant in Banbury's Bridge Street in 2010. It is still in white paint outside and blue/grey/brown inside as it was since 2002.
