McDonald’s is the world’s leading quick-service restaurant brand, and its success is driven by the combined efforts of its franchisees, suppliers, and employees. This collaborative approach fuels a unique business model and growth strategy focused on customer satisfaction and continuous improvement.
Franchisees embody the entrepreneurial spirit and are deeply invested in their local communities. Suppliers maintain the highest standards of quality and safety. McDonald’s, as a company, fosters a culture of learning and knowledge sharing across its vast network of over 36,000 restaurants.
Franchisee Power: A Network of Small Businesses
While a globally recognized brand, McDonald’s operates primarily through a franchise model. Over 80% of restaurants worldwide, and nearly 90% in the U.S., are owned and operated by approximately 5,000 independent small and mid-sized business owners. These franchisees are often integral members of the communities they serve, contributing positively through job creation, local charity support, and a commitment to providing excellent food and customer service.
Global Brand, Local Flavor: Freedom Within a Framework
McDonald’s recognizes the importance of catering to both universal and local customer preferences. This understanding allows for flexibility in menu offerings, marketing campaigns, community engagement, and local business management, ensuring relevance and resonance in diverse markets across the globe.
Velocity Growth Plan: Accelerating Towards Success
In 2017, McDonald’s launched its Velocity Growth Plan, a strategy designed to accelerate growth and create value by focusing on customer needs and leveraging the company’s core strengths. This plan acknowledges the importance of providing customers with what they crave: hot, delicious food served quickly, at a value that meets their evolving expectations. The Velocity Growth Plan capitalizes on McDonald’s global scale, iconic brand recognition, and strong local market presence.
Key Pillars of Growth: Retain, Regain, and Convert
The Velocity Growth Plan centers around three key pillars designed to drive sustainable growth:
Retaining Existing Customers
McDonald’s aims to retain its current customer base by strengthening and expanding its offerings, particularly in areas like breakfast and family-focused meals.
Regaining Lost Customers
The company seeks to regain lost customers by focusing on improving the taste and quality of its food, enhancing convenience, and offering compelling value propositions.
Converting Casual Customers
McDonald’s aims to convert casual customers into loyal patrons by leveraging its coffee and snack offerings to create more frequent visits and deeper engagement.
Conclusion: A Future Focused on Customer Value
McDonald’s business model and growth strategy are centered around delivering a consistently positive customer experience. By empowering franchisees, prioritizing quality ingredients, and adapting to local preferences, McDonald’s continues to solidify its position as a global leader in the quick-service restaurant industry. The Velocity Growth Plan, with its emphasis on retaining, regaining, and converting customers, sets a clear path forward for sustained growth and value creation.
