The Turnaround Plan of Mcdonald's: A Long Way to Go

This case won the second prize in 2016 John Molson MBA Case Writing Competition



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ABOUT MCDONALD’S

The history of McDonald’s dates back to the late 1930s, when two brothers, Richard and Maurice McDonald, started a hotdog stand called Airdrome in California. Later, in 1940, they opened a barbeque restaurant in San Bernardino and called it McDonald’s Barbeque. In 1948, they streamlined the business, incorporating new strategies that would enable quick service at low prices. This in turn was expected to help them sell larger volumes. Inspired by the automobile industry, they started to take an assembly line kind of approach to prepare food at the new restaurant. After implementing the new system, they were able to sell hamburgers at 15 cents (earlier they cost 30 cents) and French fries at 10 cents...

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