Like Henry Ford, Ray Kroc, the founder of McDonald’s restaurants, engineered the operational excellence of producing mass quantities of fast food burgers to the world. While I grew up with the classic Big Mac it was still a novelty as there were few outlets in Canada. But all of my children grew-up with a healthy (ok, unhealthy) appetite for Chicken McNuggets. Well the competition have easily imitated (and in some cases better) their operational excellences with faster, more choices and ever changing menus, none has surpassed McDonald’s branding power and advertising prowess ($1.6 billion in 2006). McDonald’s is the master of the McDeals: happy meals, values meals, super sizing, and anything Mc. Ronald McDonald awareness is just as high as Santa Claus among children in North America. Even after the movie “Super Size Me” they remain the world’s largest fast food burger chain with over 31,000 restaurants and 47 million customers daily. In 2007, they posted a record $23 billion in revenues. The average US Micky D’s saw 15% increase in store sales, despite the healthy eating trend (maybe it is only a trend). Like sweet fruity wine, McDonald’s has perfected the right amount of sugar and salt to keep its customer craving their next Mac attack (or heart attack – which ever comes first).Score - 92
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