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McDonald's

Since its birth in the early 1950s the company has opened restaurants in 110 countries, changing eating habits of generations of children. It is opening new branches at exotic locations every three hours; however these days McDonald’s is not seeing that successful streak as it once did. The company has reported a decline in sales at a time when the US economy is lagging and its main rivals, Burger King and Wendy’s, are showing solid, steady growth grabbing market share from the world’s biggest fast-food chain. Shares fell to $12.38 in April on the New York Stock Exchange - their lowest closing price since July 1993.

This decline was a result of the remodeling of more than half its 13,099 U.S. restaurants, which cost the company as much as $800 million. Jack M. Greenberg, CEO of McDonald's, rolled out a national "dollar value menu" and new innovative plans including a sit-down diner, a three-in-one outlet offering burgers and fries along with Boston Market chicken and Donatos pizza (both of which McDonald's owns), and small snack bars with limited menus inside a Home Depot or a Wal-Mart. After the dollar menu proved to actually undercut sales of McDonalds' other premium sandwiches and this new expansion has cost the c


Among other missteps by McDonald's has been its made-to-order cooking system, which the company required of all U.S. restaurants to install two years ago in an effort to improve the taste of its burgers and better compete with rivals. Competitor Wendy's boast that their hamburgers are made from fresh rather than frozen beef and Burger King’s long time motto “have it your way” allows customers to pick and choose the toppings for their burger . So McDonald’s hoped that this new system will allow them to provide fresher, more individualized orders rather than just having pre-made burgers stuffed under heat lamps. However, McDonald’s made-to-order system hasn’t panned out for everyone. And some franchisees complain that this new kitchen flexibility has done more bad than good by "adding precious seconds, if not minutes, to a customer’s wait at the counter or the all-important drive through which accounts for about half the chain’s sales." "We have people walking out of our restaurants everyday because they're not getting waited on quickly enough," said Michael Muntzel, who owns four McDonald's franchises in Little Rock, Ark. Muntzel said he spent more than $300,000 to retool the kitchens at three of his stores. "I spent a lot of m

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Burger King’s, Depot Wal-Mart, Stock Exchange, Burger King, Customer Satisfaction, Dollar Menu, Japan Canada, , Ark Muntzel, CEO McDonald's, burger king, customer satisfaction, 2003 stock, york stock, stock exchange, cost company, dollar menu, york stock exchange,

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Approximate Word count = 843
Approximate Pages = 3 (250 words per page double spaced)


  

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