Story
McDonald's Brand Philosophy
The Foundation of Our Philosophy: The Story of Founder Ray Kroc
McDonald history dates back to 1954 when Ray Kroc visited a hamburger restaurant in California. One day, Kroc, a milkshake machine salesman at the time, was impressed by its incredible quality and taste of the hamburger despite its simple and inexpensive menu. Since then, he devoted himself to growing the McDonald's business until his passing at the age of 81 in January 1984. He reviewed the first-day sales report every time a new store opens, always showing keen interest in how the new management team would lead the company. Ray Kroc's greatest contribution was the establishment of a horizontal business model and a structured system where everyone could grow together. He demonstrated exceptional leadership by creating an environment where franchisees, suppliers, and employees could grow together,thereby contributing to the establishment of an advanced corporate culture
Philosophy of The Three-Legged Stool
Ray Kroc established his management philosophy on providing high-quality food anytime, anywhere, and on delivering exceptional service at all times. To bring this philosophy to life, he believed that the company must grow together based on horizontal relationships with franchise partners and suppliers. He conveyed his vision to his partners, not to "work for McDonald's," but to "work for your future together with McDonald's," As he put it, "Business is not something you do by yourself, but something you do for yourself."
Kroc's belief led to McDonald's core philosophy, known as "The Three-Legged Stool." He believed that McDonald's could grow stronger only when franchise partners, suppliers, and the company are well-balanced like the three legs of a stool. This principle is the secret behind McDonald's becoming the world's largest franchise company today and the reason it has remained a leader in the franchise industry for nearly 60 years.
McDonald's Four Promises
Ray Kroc promised customers a clean restaurant with friendly service and quality food
at reasonable prices. He called this corporate spirit of McDonald's QSC&V (Quality, Service,
Cleanliness, and Value), which remains as core values of McDonald's even today.
Quality
Service
Cleanliness
Value
- 1
Quality
Quality means using the best ingredients, adhering to strict cooking processes and procedures, and delivering an outstanding taste. McDonald's aims to provide customers with the best food at a reasonable price, and to this end, we apply carefully selected ingredients and cooking methods. Additionally, we operate a comprehensive management system with quality as our top priority.
- 2
Service
Fast and friendly service has been an asset of McDonald's. Made For You, a kitchen system that starts preparing food as soon as an order is placed, provides customers with fresher and warmer products, offering faster and more convenient service. McDonald's service is not limited to serving food but strives to deliver happiness and joyful experience to customers.
- 3
Cleanliness
Cleanliness is an essential philosophy that McDonald's has maintained since 1955. We provide customers with a clean and refreshing space from the kitchen, lobby, restrooms, and parking lot. Our restaurants take a systematic approach to hygiene, with attention to even the smallest details — from requiring crew members to wash their hands every 30 minutes, to conducting hourly hygiene checks, and using different sanitary tools, such as gloves, based on the type of ingredient.
- 4
Value
McDonald's values refer to all the experiences customers have at McDonald's, including high-quality food, friendly staff, a clean environment, and fast and accurate service. McDonald's provides the best service to ensure customers have a pleasant experience every time they visit and strives to achieve 100% customer satisfaction. McDonald's also wants to deliver value beyond food to customers.