McDonald's: The Business behind the Golden Arches (Big Brands)

Poor. Hardly any pages. Dispointing book

Chances are you’ve been to McDonald’s, “the biggest fast-food chain on the planet,” for a burger, fries, and a Coke. If you check out the map in this book, you’ll find few countries that haven’t seen McDonald’s golden arches. Unfortunately, this mega-popular restaurant has “been criticized for fueling obesity.” Just check out the calorie count of a few meals and you’ll get the idea. It all started back in 1948 when the McDonald brothers, Mac and Dick, opened up a drive-in in San Bernadino, California. They were providing “speedy self-service and cheap hamburgers,” something everyone seemed to want.Undoubtedly, the original McDonald’s would be nothing but a memory except for the fact that go-getter Ray Kroc saw potential in the business. There certainly was and within a few years after founding the McDonald’s Corporation in 1955, business exploded. Those few burgers turned into big business and in “1958 the company sold its millionth burger.” Kroc’s business model was definitely an amazing one and McDonald’s fast-food business was here to stay. The menu “was expanded to bring in more customers” with the addition of the Egg McMuffin and Happy Meals. The ideas were hot, the golden arches instantly recognizable, and those logos and slogans helped expand the company’s growth.Obviously there were and are some setbacks and failures, but McDonald’s “started out in the right place at the right time.” People had a few extra dollars to spend and were in the market for good, cheap food that consistently tasted good. People wanted “family friendly” restaurants with “cheerful, bright, [that were] air-conditioned, with clean restrooms.” Growth was obviously fueled by the fact that McDonald’s operated under the franchise system. It took a lot of money to own a franchise, but it wasn’t a solo venture. Kroc let each owner know that each one was “in business for yourself, but not by yourself.” Core values were in place, but new ideas were always welcome.As always, marketing is key to the success of any business venture and McDonald’s is no exception. One interesting fact is “the way it attracts children to its restaurants.” Those Happy Meals certainly weren’t targeted toward the senior citizen crowd and a “successful toy promotion can double or triple the number of children’s meals McDonald’s sells in one week.” You’ll get to take a look at just how brand tie-ins work, how McDonald’s connects with customers of all ages, the obesity issue, the new “healthful options,” how market research keeps McDonald’s vibrant, and you’ll learn many more interesting facts about McDonald’s, “the business behind the golden arches.”This is a big brand, high-interest bio of McDonald’s that’s an eye-opener for young readers. The history of McDonald’s isn’t anything new for many in the older generations, but it’s certainly an interesting one for young students. Many of the facts presented will be perfect read and discuss ones in the homeschool or classroom setting. In particular, the debate about the obesity epidemic and the finger pointing toward McDonald’s would make for a lively discussion topic. The book is quite well-written and the eye-popping layout a draw. There are black & white as well as full color photographs, a chart, pie graph, and numerous informative sidebars. In the back of the book is an index, a glossary, a hypothetical marketing strategy, and additional recommended book, video, and website resources to explore.BIG BRANDS: Amazon: The Business behind the “Everything” Store McDonald’s The Business behind the Golden Arches Minecraft: The Business behind the Makers of Minecraft Samsung: The Business behind the Technology Grade Level: 5Interest Level: 4 - 6This book courtesy of the publisher.