McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving more than 58 million customers

daily. In addition to its signature restaurant chain, McDonalds Corporation held a minority interest in Pret A Manger until 2008, was a major investor in the Chipotle Mexican Grill until 2006, and owned the restaurant chain Boston Market until 2007. A McDonald's restaurant is operated by either a franchisee, an affiliate, or the corporation itself. The corporation's revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. McDonald's revenues grew 27% over the three years ending in 2007 to $22.8 billion, and 9% growth in operating income to $3.9 billion. McDonald's primarily sells hamburgers, cheeseburgers, chicken products, french fries, breakfast items, soft drinks, shakes, and desserts. In response to obesity trends in Western nations and in the face of criticism over the healthiness of its products, the company has modified its menu to include alternatives considered healthier such as salads, wraps and fruit. McDonald's distribution channel and the way in which this fast-food restaurant chain gets its products to the market. In the theory of the Marketing Mix, place (distribution) determines where the product will be sold and how it will get there. In fact, as noted on www.mcdonalds.com, McDonald's is the leading global foodservice retailer, with more than 30,000 local restaurants serving nearly 46 million people each day in 121 different countries. Approximately 80 percent of all McDonald's restaurants company wants to be the first in the market and establish the brand as rapidly as possible by advertising very heavily. This effective distribution strategy (place) has helped McDonald's develop a strong market share in the fast-food market around the world. Moreover, according to Kotler stores must have a planned atmosphere that suits the target market and moves customers to buy. In addition, McDonald's has pre-determined the locations for many of its stores to help reach a variety and diverse population. Conclusion. In conclusion, McDonald's has an intensive distribution process which is a credit to their Marketing department. As businesses and other organizations move forward, the challenge of making their products The McDonalds executive claimed that it was about being part of Disney and their theme parks, their movies and their characters because now you can buy a Happy Meal at the Happiest Place on Earth. There are multiple places in Disney World to buy a Happy Meal or more so to buy McDonalds products. A McDonalds kiosk can be found in between Frontierland and Adventureland and restaurants in Downtown Disney and next to the Disney All-Star Resorts. Not only can you find these restaurants, they are also a few of the best McDonalds. The kiosk in the Magic Kingdom is decorated as a Conestoga wagon depicting the theme of Frontierland. The McDonalds in Downtown Disney is huge and offers children a great place to play as does the one next to the All-Star Resort. Although Disney offers a wide range of restaurants and food, visitors flock to the McDonalds because they know their children love the food, the price is right, the quality of food is good and it gives their children a place to play during the meal. This delivery channel was ingenious on McDonalds part; they recognized all they had to gain by joining in a partnership with the Disney Corporation.

This paper delves on the whole question of age and gender, not just of the producer and audience or consumer, but of their representation in promotional material. This paper will discuss ways in which age and gender or sexuality is a factor in promotional culture. For further understanding, the case of McDonalds and Wendys will be used as examples in this paper.

Promotional Strategy of McDonalds and their Target Market McDonalds Corporation is one of the most popular and valuable brands in the fast food industry. McDonalds is undoubtedly a corporation of tremendous magnitude, with outlets in over 30,000 sites in 121 countries, serving over 35 million customers a day and earning profits of over $2 billion annually. McDonald's has successfully used a differentiated market segmentation strategy by targeting the family unit and particularly children with their "Happy Meals" and prices. McDonald's has traditionally offered lower prices than other hamburger chains, thus gaining the patronage of larger-size families. The location of its outlets has been instrumental in making McDonald's so successful. It was the first hamburger chain to expand into the suburbs and into the crowded downtown areas of large urban cities (Greco & Michman, 1995).

The issue of targeting children, particularly by commercial advertising like the one used in McDonalds, for example, sometimes raises many questions and, probably more than most topics, involves strongly held views and opinions. Given the

vulnerability of children, questions about ethics, about the regulation of advertising and about effects of advertising, are in the forefront of heated debates.

Many ads have one specific target audience and the target character is designed accordingly. It is possible, however, for one commercial to address multiple target audiences and still achieve identification. Although McDonalds mostly targets on children as audience, their commercials most of the time target multiple audiences specifically families. An example is the McDonalds ad that shows a working mom in a business suit showing her husband and lads everything in the refrigerator and freezer. She's going on a business trip and has color-coded the plastic wrap around all the foods--blue is for broccoli, red is for. . .--dad and the kids are just looking at her, not paying attention. Then you cut to dad pulling stuff out of the refrigerator for dinner, asking the kids, 'What do you want for dinner, blue or red?' They say, 'Let's go to McDonalds.' Lots of McDonalds spots work against multiple targets (Sutherland & Sylvester, 2000). McDonalds also has focused on a global fundraiser benefiting Ronald McDonald House Charities and children around the world. Helping children and families in need is one of the most important things that the global corporation does for the local communities. A large percentage of McDonald's fast food chains worldwide are owned and operated by independent, local businessmen and businesswomen and together they support Ronald McDonald House Charities.

Promotional Strategy of Wendys and their Target Market On the other hand, Wendys, which had no real intention to be a national chain, began to operate in 1969 as a single unit in downtown Columbus, Ohio. A second unit quickly followed on the opposite side of the city. The next step in the development of the company was the opening of the first franchise in Indianapolis, Indiana, in 1972, which was followed by many more Wendys restaurants within and outside the United States. Wendy's has positioned itself as an adult-oriented fast-food hamburger chain and has attracted the largest proportion of female customers. Geographic segmentation is precarious in many large markets. In the late 1980s, Wendy's tried to broaden its base of targeted consumers by focusing on weekend and dinner markets and opened restaurants in Sears and even in supermarkets (Greco & Michman, 1995). The promotional strategy of Wendys which is designed for women, does not feature the usual debate about presenting sexuality and discriminating men. The gender of the person here does not appear to promote some form of discrimination that leaves men and children out. However the kind of advertisement that Wendys makes are more appealing to adult women than to men and children.

Gender roles have created much issue in the past. Masculine rivalry has long been identified as a popular advertising theme, and competition for financial success was especially prevalent in the money-oriented 1980s. However, women's progress in the male workplace caused profound changes in the financial services market. Once women embarked on lifelong careers and gained sufficient education to compete for lucrative positions, they began earning salaries that made them a tempting target for

financial vendors (Stern, 1997). This has paved way for many promotional campaigns that at present now target women.

The issue of cultural conditioning leads to the need for more careful examination of whether (or how) advertising perpetuates/changes sex-role stereotypes. Despite objectively similar roles that can be taken by men or women nowadays, stereotypes about sex-linked appropriate behaviors - including language - persist and are embodied in advertisements. Even though women have entered the work force and educational institutions in record numbers in the past decades, old habits built into the traditional cultural heritage die hard. The construct of appropriate role behaviors may be changing more slowly than the actual socio-cultural changes in role performance.

Comparison of the Two Promotional Strategies Wendys market intensity in the US is estimated at 61,055 people per unit. Comparatively, McDonald's has one restaurant for every 22,000 persons. Innovation took place when McDonald's developed the concept of the assembly-line hamburger with French fries and when Wendy's became the first hamburger chain to offer a salad bar and baked potatoes nationwide. McDonald's, in an effort to compete in small-town markets, emphasizes a smaller cafe-style restaurant in total square feet than units located in metropolitan and suburban areas (Greco & Michman, 1995).

An interesting comparison between the two companies is that McDonald's has the third most recognized brand name in the world, whereas Wendys is barely known

outside the US. Another intriguing aspect of the hamburger war between these two companies is advertising. Wendys has the second highest advertising awareness among the US fast food service restaurants in spite of the fact that McDonald's, which is in the number one position, outspends Wendys by a proportion of five to one. However, outside the US, unlike McDonald's the promotional marketing abroad for Wendy's has been rather limited due to lack of economies of scale in advertising. The minimum scale required to launch a national advertising program is 25 stores per country. So far, in the global market only a few countries are meeting the Wendy's standard required to launch national advertising campaigns. While McDonald's expanded one store at a time, Wendy's preferred to unfold in blocks (Carrada-Bravo, 2003). Between the two, it can be safely deduced that McDonalds seem to be on the top of the race. This could be attributed to the different strategies that the fast-food chain pattern in response to their customers in different geographic locations. McDonald's success in world markets has been attributed to its tradition of adapting to the conditions of local demand like serving a non-beef hamburger in India and Saudi Arabia, while offering a teriyaki burger in Japan, and falafel in Egypt. Another important aspect of McDonald's strategy in world markets is its program to develop local suppliers like in Brazil where they invested a significant amount of resources into helping farmers master the cultivation of potatoes (Carrada-Bravo, 2003). McDonalds success is largely a result of articulation of its product and services with changing social and cultural conditions in the United States and then a global economy that enabled the fast-food industry to thrive and made McDonalds triumph possible.

Conclusion

Promotional culture has the ability to disseminate information to a variety of people comprising of different backgrounds. When companies have to promote their products they have to utilize a strategy that will catch the attention and interest of their target audience. This also goes to say that before an advertisement or promotional strategy is concocted, the company already has an image which will reflect the target audience that their brand caters to. In the context of this paper, two fast food chains, McDonalds and Wendys were analyzed on the basis of their promotional strategies, their target audience, and their appeal to the market. On the large picture, McDonalds is on the top of the race and seems to be doing well on its promotions designed for children and in a way also captures the family audience, attracting more customers than their targeted audience. On the other hand, Wendys has a different target audience, which focuses more on women, and so although both offer food choices, they do not target the same audience and so the success cannot be measured in terms of which one is more popular. It is however safe to conclude that both fast food chains are utilizing the right promotional strategies and targeting the right audience for their brands, resulting to their continued success in their respective fields.

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McDonald's Corporation (NYSE: MCD) is the world's largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries.[3][4] Headquartered in the

United States, the company began in 1940 as a barbecue restaurant operated by the eponymous Richard and Maurice McDonald; in 1948 they reorganized their business as a hamburger stand using production line principles. Businessman Ray Kroc joined the company as a franchise agent in 1955. He subsequently purchased the chain from the McDonald brothers and oversaw its worldwide growth.[5] A McDonald's restaurant is operated by either a franchisee, an affiliate, or the corporation itself. The corporation's revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. McDonald's revenues grew 27 percent over the three years ending in 2007 to $22.8 billion, and 9 percent growth in operating income to $3.9 billion.[6] McDonald's primarily sells hamburgers, cheeseburgers, chicken, french fries, breakfast items, soft drinks, shakes and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, wraps, smoothies and fruit.[7]

Contents
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1 History 2 Corporate overview o 2.1 Facts and figures o 2.2 Types of restaurants o 2.3 Playgrounds o 2.4 Redesign o 2.5 Business model o 2.6 Shareholder dividends 3 Controversies o 3.1 Arguments in defense o 3.2 Environmental record 4 Legal cases 5 Products 6 Headquarters 7 Advertising o 7.1 Children's advertising o 7.2 Sports awards and honors 8 Global operations 9 McHappy Day 10 Cultural references 11 See also o 11.1 Competitors 12 References 13 Further reading 14 External links

History

The oldest operating McDonald's restaurant is the third one built, in Downey, California, which opened in 1953.

"Speedee", the former mascot of McDonald's before his replacement by Ronald McDonald.

Concept version of Ronald McDonald. Main article: 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 whose 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. 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 "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. Although the "Golden Arches" appeared in various forms, the present form as a letter "M" did not appear until November 18, 1968, when the company applied for a U.S. trademark.

McDonald's corporate logo used from 1968 to 2006. It still exists at some restaurants.

One Of The Signs That Features The Former Mascot Speedy. built, in Muncie, IN The present corporation dates its founding to the opening of a franchised restaurant by Ray Kroc, in Des Plaines, Illinois, on April 15, 1955,[8] the ninth McDonald's restaurant overall. Kroc later purchased the McDonald brothers' equity in the company and led its worldwide expansion, and the company became listed on the public stock markets in 1965.[9] 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 the McDonald brothers' autobiography. The site of the McDonald brothers' original restaurant is now a monument.[10] 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

By 1993, McDonald's had sold more than 100 billion hamburgers. The once-ubiquitous restaurant signs that boasted the number of sales, such as this one in Harlem, were left at "99 billion" as there was only space for two digits. McDonald's restaurants are found in 119 countries[11] and territories around the world and serve 58 million customers each day.[3] McDonald's operates over 31,000 restaurants worldwide, employing more than 1.5 million people.[11] The company also operates other restaurant brands, such as Piles Caf. Focusing on its core brand, McDonald's began divesting itself 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.[12][13] Until December 2003, it also owned Donatos Pizza. On August 27, 2007, McDonald's sold Boston Market to Sun Capital Partners.[14]

Types of restaurants
Most standalone McDonald's restaurants offer both counter service and drive-through service, with indoor and sometimes outdoor seating. Drive-Thru, Auto-Mac, Pay and Drive, or "McDrive" as it is known in many countries, often has separate 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.[15] In some countries, "McDrive" locations near highways offer no counter service or seating. In contrast, locations in high-density city neighborhoods often omit drive-through service. There

are also a few locations, located mostly in downtown districts, that offer Walk-Thru service 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 McCaf, a caf-style accompaniment to McDonald's restaurants in the style of Starbucks. McCaf is a concept created by McDonald's Australia, starting with Melbourne in 1993. Today, most McDonald's in Australia have McCafs located within the existing McDonald's restaurant. In Tasmania, there are McCafs in every store, with the rest of the states quickly following suit. After upgrading to the new McCaf look and feel, some Australian stores have noticed up to a 60% increase in sales. As of the end of 2003 there were over 600 McCafs worldwide. Some locations are connected to gas stations/convenience stores,[16] while others called McExpress have limited seating 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 services found at truck stops.[17] Since 1997, the only Kosher McDonald's in the world that is not in Israel, is located in the "Abasto de Buenos Aires", Argentina.[18][19]

Playgrounds

McDonald's in Panorama City, Los Angeles, 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 Exeter, UK. This is an example of the new look of McDonald's in Europe. In 2006, McDonald's introduced its "Forever Young" brand by redesigning all of its restaurants, the first major redesign since the 1970s.[20][21] The design includes the traditional McDonald's yellow and red colors, but the red is muted to terra cotta, the yellow was turned golden for a more "sunny" look, and olive and sage green were also added. To warm up its look, the restaurants have less plastic and more brick and wood, with modern hanging lights to produce a softer glow. Contemporary art or framed photographs hang on the walls.

Business model
McDonald's Corporation earns revenue as an investor in properties, a franchiser of restaurants, and an operator of restaurants. Approximately 15% of McDonald's restaurants are owned and operated by McDonald's Corporation directly. The remainder are operated by others through a variety of franchise agreements and joint ventures. The McDonald's Corporation's business model is slightly different from that of most other fast-food chains. In addition to ordinary franchise fees and marketing fees, which are calculated as a percentage of sales, McDonald's may also collect rent, which may also be calculated on the basis of sales. As a condition of many franchise agreements, which vary by contract, age, country, and location, the Corporation may own or lease the properties on which McDonald's franchises are located. In most, if not all cases, the franchisee does not own the location of its restaurants. The United Kingdom and Ireland business model is different than the U.S, in that fewer than 30% of restaurants are franchised, with the majority under the ownership of the company. McDonald's trains its franchisees and others at Hamburger University in Oak Brook, Illinois. In other countries, McDonald's restaurants are operated by joint ventures of McDonald's Corporation and other, local entities or governments. As a matter of policy, McDonald's does not make direct sales of food or materials to franchisees, instead organizing the supply of food and materials to restaurants through approved third party logistics operators. According to Fast Food Nation by Eric Schlosser (2001), nearly one in eight workers in the U.S. have at some time been employed by McDonald's. (According to a news piece on Fox News this

figure is one in ten.[citation needed]) The book also states that McDonald's is the largest private operator of playgrounds in the U.S., as well as the single largest purchaser of beef, pork, potatoes, and apples. The selection of meats McDonald's uses varies with the culture of the host country.[citation needed]

Shareholder dividends
McDonald's has increased shareholder dividends for 25 consecutive years,[22] making it one of the S&P 500 Dividend Aristocrats.[23][24]

Controversies
As a prominent example of the rapid globalization of the American fast food industry, McDonald's is often the target of criticism for its menu, its expansion, and its business practices. The McLibel Trial, also known as McDonald's Restaurants v Morris & Steel, is an example of this criticism. In 1990, activists from a small group known as London Greenpeace (no connection to the international group Greenpeace) distributed leaflets entitled What's wrong with McDonald's?, criticizing its environmental, health, and labor record. The corporation wrote to the group demanding they desist and apologize, and, when two of the activists refused to back down, sued them for libel in one of the longest cases in British civil law. A documentary film of the McLibel Trial has been shown in several countries. Despite the objections of McDonald's, the term "McJob" was added to Merriam-Webster's Collegiate Dictionary in 2003.[25] The term was defined as "a low-paying job that requires little skill and provides little opportunity for advancement".[26] In an open letter to Merriam-Webster, Jim Cantalupo, former CEO of McDonald's, denounced the definition as a "slap in the face" to all restaurant employees, and stated that "a more appropriate definition of a 'McJob' might be 'teaches responsibility.'" Merriam-Webster responded that "we stand by the accuracy and appropriateness of our definition."[27] In 1999, French anti-globalisation activist Jos Bov vandalized a half-built McDonald's to protest against the introduction of fast food in the region.[28] In 2001, Eric Schlosser's book Fast Food Nation included criticism of the business practices of McDonald's. Among the critiques were allegations that McDonald's (along with other companies within the fast food industry) uses its political influence to increase its profits at the expense of people's health and the social conditions of its workers. The book also brought into question McDonald's advertisement techniques in which it targets children. While the book did mention other fast-food chains, it focused primarily on McDonald's. McDonald's is the world's largest distributor of toys, which it includes with kids meals.[29] It has been alleged that the use of popular toys encourages children to eat more McDonald's food, thereby contributing to many children's health problems, including a rise in obesity.[30] In 2002, vegetarian groups, largely Hindu and Buddhist, successfully sued McDonald's for misrepresenting its French fries as vegetarian, when they contained beef broth.[31]

A PETA activist dressed as a chicken confronts the manager of the Times Square McDonald's over the company's animal welfare standards. People for the Ethical Treatment of Animals (PETA), continues to pressure McDonald's to change its animal welfare standards, in particular the method its suppliers use for slaughtering chickens.[32] Most processors in the United States shackle the birds upside down, then run them through an electrically charged water tub to render them unconscious before slitting their throats.[33] PETA argues that using gas to kill the birds (a method known as "controlled atmosphere killing" or CAK) is less cruel.[34] Both CAK and "controlled atmosphere stunning" (CAS) are commonly used in Europe.[33] Morgan Spurlock's 2004 documentary film Super Size Me said that McDonald's food was contributing to the epidemic of obesity in society, and that the company was failing to provide nutritional information about its food for its customers. Six weeks after the film premiered, McDonald's announced that it was eliminating the super size option, and was creating the adult happy meal. The soya that is fed to McDonalds chickens is supplied by agricultural giant Cargill and comes directly from Brazil. Greenpeace alleges that not only is soya destroying the Amazon rain forest in Brazil, but soya farmers are guilty of further crimes including slavery and the invasion of indigenous peoples lands. The allegation is that McDonald's, as a client of Cargill's, is complicit in these activities.[35]

Arguments in defense
In response to public pressure, McDonald's has sought to include more healthy choices in its menu and has introduced a new slogan to its recruitment posters: "Not bad for a McJob".[36] (The word McJob, first attested in the mid-1980s[37] and later popularized by Canadian novelist Douglas Coupland in his book Generation X, has become a buzz word for low-paid, unskilled work with few prospects or benefits and little security.) McDonald's disputes this definition of McJob. In 2007, the company launched an advertising campaign with the slogan "Would you like a career with that?" on Irish television, outlining that its jobs have many prospects.

In an effort to respond to growing consumer awareness of food provenance, the fast-food chain changed its supplier of both coffee beans and milk. UK chief executive Steve Easterbrook said: "British consumers are increasingly interested in the quality, sourcing and ethics of the food and drink they buy".[citation needed] In a bid to tap into the ethical consumer market,[38] McDonald's switched to using coffee beans taken from stocks that are certified by the Rainforest Alliance, a conservation group. Additionally, the company started using organic milk supplies for its hot drinks and milkshakes. According to a report published by Farmers Weekly in 2007, the quantity of milk used by McDonald's could have accounted for as much as 5% of the UK's organic milk output.[39] McDonald's announced on May 22, 2008 that, in the U.S. and Canada, it would switch to using cooking oil that contains no trans fats for its french fries, and canola-based oil with corn and soy oils, for its baked items, pies and cookies, by year's end.[40][41] With regard to acquiring chickens from suppliers who use CAK or CAS methods of slaughter, McDonald's says that it needs to see more research "to help determine whether any CAS system in current use is optimal from an animal welfare perspective."[42]

Environmental record

Kosher McDonald's at Ben Gurion International Airport, Israel In April 2008, McDonald's announced that 11 of its Sheffield, England restaurants have been using a biomass trial that had cut its waste and carbon footprint by half in the area. In this trial, waste from the restaurants were collected by Veolia Environmental Services and used to produce energy at a power plant. McDonald's plans to expand this project, although the lack of biomass power plants in the U.S. will prevent this plan from becoming a national standard anytime soon.[43] In addition, in Europe, McDonald's has been recycling vegetable grease by converting it to fuel for its diesel trucks.[44] Furthermore, McDonald's has been using a corn-based bioplastic to produce containers for some of its products. Although industries who use this product claim a carbon savings of 30% to 80%, a Guardian study shows otherwise. The results show that this type of plastic does not break down in landfills as efficiently as other conventional plastics. The extra energy it takes to recycle this plastic results in a higher output of greenhouse gases. Also, the plastics can contaminate waste streams, causing other recycled plastics to become unsaleable.[45]

The U.S. Environmental Protection Agency has recognized McDonald's continuous effort to reduce solid waste by designing more efficient packaging and by promoting the use of recycledcontent materials.[46] McDonald's reports that it is committed towards environmental leadership by effectively managing electric energy, by conserving natural resources through recycling and reusing materials, and by addressing water management issues within the restaurant.[47] In an effort to reduce energy usage by 25% in its restaurants, McDonald's opened a prototype restaurant in Chicago in 2009 with the intention of using the model in its other restaurants throughout the world. Building on past efforts, specifically a restaurant it opened in Sweden in 2000 that was the first to intentionally incorporate green ideas, McDonald's designed the Chicago site to save energy by incorporating old and new ideas such as managing storm water, using skylights for more natural lighting and installing some partitions and tabletops made from recycled goods.[48] When McDonalds received criticism for its environmental policies in the 1970s, it began to make substantial progress towards source reductions efforts.[49] For instance, an average meal in the 1970sa Big Mac, fries, and a drinkrequired 46 grams of packaging; today, it requires only 25 grams, allowing a 46% reduction.[50] In addition, McDonalds eliminated the need for intermediate containers for cola by having a delivery system that pumps syrup directly from the delivery truck into storage containers, saving two million pounds of packaging annually.[51] Overall, weight reductions in packaging and products, as well as the increased usage of bulk packaging ultimately decreased packaging by 24 million pounds annually.[52]

Legal cases
Main article: McDonald's legal cases McDonald's has been involved in a number of lawsuits and other legal cases, most of which involved trademark disputes. The company has threatened many food businesses with legal action unless it drops the Mc or Mac from trading names. In one noteworthy case, McDonald's sued a Scottish caf owner called McDonald, even though the business in question dated back over a century (Sheriff Court Glasgow and Strathkelvin, November 21, 1952). On September 8, 2009, McDonald's Malaysian operations lost a lawsuit to prevent another restaurant calling itself McCurry. McDonald's lost in an appeal to Malaysia's highest court, the Federal Court.[53] It has also filed numerous defamation suits. For example, in the McLibel case, McDonald's sued two activists for distributing pamphlets attacking its environmental, labor and health records. After the longest trial in UK legal history, the judge found that some claims in the pamphlet were untrue and therefore libellous. The company, however, had asserted that all claims in the pamphlet were untrue, essentially obliging the judge to publicly rule on each one. Embarrassingly for the company, several of the specific allegations were upheld.[54] McDonald's has defended itself in several cases involving workers' rights. In 2001 the company was fined 12,400 by British magistrates for illegally employing and over-working child labor in one of its London restaurants. This is thought to be one of the largest fines imposed on a company for breaking laws relating to child working conditions (R v 2002 EWCA Crim 1094).

In April 2007 in Perth, Western Australia, McDonald's pleaded guilty to five charges relating to the employment of children under 15 in one of its outlets and was fined AU$8,000.[55] Possibly the most infamous legal case involving McDonald's was the 1994 decision in The McDonald's Coffee Case where Stella Liebeck was awarded several million dollars after she suffered third-degree burns after spilling a scalding cup of McDonald's coffee on herself. In a McDonald's American Idol figurine promotion, the figurine that represents "New Wave Nigel" wears something that closely resembles Devos Energy Dome, which was featured on the band's album cover, Freedom of Choice. In addition to the figurine's image, it also plays a tune that appears to be an altered version of Devo's song "Doctor Detroit." Devo copyrighted and trademarked the Energy Dome and is taking legal action against McDonald's.[56]

Products

A McDonald's McArabia meal, served with French fries. The McArabia is a popular pita bread sandwich sold in the Middle East and central Asia. Main article: McDonald's products See also: McDonald's products (international) McDonald's predominantly sells hamburgers, various types of chicken sandwiches and products, French fries, soft drinks, breakfast items, and desserts. In most markets, McDonald's offers salads and vegetarian items, wraps and other localized fare. On a seasonal basis, McDonald's offers the McRib sandwich. Some speculate the seasonality of the McRib adds to its appeal.[57] Various countries, especially in Asia, are currently serving soup. This local deviation from the standard menu is a characteristic for which the chain is particularly known, and one which is employed either to abide by regional food taboos (such as the religious prohibition of beef consumption in India) or to make available foods with which the regional market is more familiar (such as the sale of McRice in Indonesia).

Headquarters

McDonald's Plaza, located in Oak Brook, Illinois is the headquarters of McDonald's The McDonald's headquarters complex, McDonald's Plaza, is located in Oak Brook, Illinois. It sits on the site of the former headquarters and stabling area of Paul Butler, the founder of Oak Brook.[58] McDonald's moved into the Oak Brook facility from an office within the Chicago Loop in 1971.[59]

Advertising
Main article: McDonald's advertising McDonald's has for decades maintained an extensive advertising campaign. In addition to the usual media (television, radio, and newspaper), the company makes significant use of billboards and signage, sponsors sporting events ranging from Little League to the Olympic Games, and makes coolers of orange drink with its logo available for local events of all kinds. Nonetheless, television has always played a central role in the company's advertising strategy. To date, McDonald's has used 23 different slogans in United States advertising[citation needed], as well as a few other slogans for select countries and regions. At times, it has run into trouble with its campaigns.

Children's advertising
Main articles: Ronald McDonald and McDonaldland

Sports awards and honors

See Category:McDonald's High School All-Americans

Global operations
See also: List of countries with McDonald's franchises See also: International availability of McDonald's products

Countries with McDonald's stores

McDonald's adjacent to rival Burger King in Leeds, West Yorkshire.

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. McDonald's has become emblematic of globalization, sometimes referred to as the "McDonaldization" of society. The Economist newspaper uses the "Big Mac Index": the comparison of a Big Mac's cost in various world currencies can be used to informally judge these currencies' purchasing power parity. Norway has the most expensive Big Mac in the world as of July 2011, while the country with the least expensive Big Mac is India[60] (albeit for a Maharaja Macthe next cheapest Big Mac is Hong Kong).[61] Thomas Friedman once said that no country with a McDonald's had gone to war with another.[62][Full citation needed] However, the "Golden Arches Theory of Conflict Prevention" is not strictly true. Exceptions are the 1989 United States invasion of Panama, NATO's bombing of Serbia in 1999, the 2006 Lebanon War, and the 2008 South Ossetia war.

Some observers have suggested that the company should be given credit for increasing the standard of service in markets that it enters. A group of anthropologists in a study entitled Golden Arches East[63] looked at the impact McDonald's had on East Asia, and Hong Kong in particular. When it opened in Hong Kong in 1975, McDonald's was the first restaurant to consistently offer clean restrooms, driving customers to demand the same of other restaurants and institutions. McDonald's has recently[when?] taken to partnering up with Sinopec, the second largest oil company in the People's Republic of China, as it begins to take advantage of the country's growing use of personal vehicles by opening numerous drive-thru restaurants.[64] McDonald's has opened a McDonald's restaurant and McCaf on the underground premises of the French fine arts museum, the Louvre.[65] McDonald's has started to offer free wireless Internet access in many countries.[66][67][68]

McHappy Day
McHappy Day is an annual event at McDonald's, where a percentage of the day's sales go to charity. It is the signature fundraising event for Ronald McDonald House Charities.[69] In 2007, it was celebrated in 17 countries: Argentina, Australia, Austria, Brazil, Canada, the United States, Finland, France, Guatemala, Hungary, England, Ireland, New Zealand, Norway, Sweden, Switzerland and Uruguay. According to the Australian McHappy Day web site, McHappy Day raised $20.4 million in 2009. The goal for 2010 is $20.8 million.[70]