Re-Branding ...the McDonald's Strategy

Established in California during the 1940s by two brothers, the
McDonald’s restaurant became a popular teen hangout in the first
flush of post-war affluence. To feed these youthful bodies, the
brothers reduced the menu to the perennial favourite –
hamburgers, applied assembly line techniques to food production
and expanded to four restaurants by 1953.

Taking note of the brothers’ success, in 1955, Entrepreneur Ray Kroc
bought the right to franchise the McDonald’s System. Renamed the
McDonald’s Corporation in 1960, Kroc focused his marketing effort on the
family meal and children, spending heavily on television advertising
which promoted the smiling clown face of its child-friendly brand mascot,
Ronald McDonald. Today, the McDonald’s franchise exceeds 30,000
restaurants globally and serves over 50 million people in more than 100
countries each day.

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