Business Case Studies, Services Marketing Case Study, Branding Service, The McDonald's Way

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Services Marketing Case Study

Case Title:

Branding Service: The McDonald's Way

Publication Year : 2004

Authors: Uma Shanker Shastry & T Phani Madhav

Industry: Retailing


Case Code: SVM0001

Teaching Note: Available

Structured Assignment: Available

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McDonald's revolutionised the American fast food industry by bringing in the discipline of production to one of the most mundane activities like making burgers. Believing in a simple credo of quality, service, cleanliness and value (QSCV), McDonald's became a formidable brand, figuring almost always among the top 10 global brands.

Pedagogical Objectives:

  • To discuss how McDonald's managed various aspects of its business to achieve a brand identity characterised by the 'uniformity' aspect
  • To discuss the ability of McDonald's to leverage its standardised operations by building a brand around it.

Keywords : McDonald's, San Bernardino, Ray Kroc, Ronald McDonald, The QSCV (quality, service, cleanliness and value) credo, McDonald's advertising themes, McDonald's partner brands, Brands & Branding Case Study, Chicken McNuggets, Big Mac, Happy Meals, McPizza, Burger King's Whopper burger, Braille menu, Acquisitions, Fast-casual restaurants


  • Introduction
  • The San Bernardino discovery
  • Des Plaines, Chicago – the first McDonald
  • McDonald's rise
  • McDonald's partner brands
  • The "I'm lovin'it" campaign

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