I. Macdonald’s: The most famous fast food brand
McDonald's Corporation is the world's largest chain of hamburger fast food restaurant. The MacDonald’s product are hamburgers, cheeseburgers, chicken products, french fries, breakfast items, soft drinks, shakes, and desserts.
McDonald's company is a multinational which have more than 31 000 franchisees fastfood under McDonald's brand, in 121 countries , among 1 134 in France, and more than 12 000 in the United States. Macdonald’s serve 58 million customers each day and employing more than 1.5 million people.
This Map shows us all the countries where Macdonald’s is presented in the world according to the arrival date. Red countries represent the firsts Macdonald’s countries and blue countries the mostrecent countries. The first McDonald's restaurants opened in the United States, Canada, Costa Rica, Panama, Japan, the Netherlands, Germany, Australia, France, El Salvador and Sweden, in order of openings.
The business began in 1937, Richard and Maurice McDonald’s brothers opened an hot dog stand called « Airdome » in Arcadia, in California. Then, in 1940, they moved in SanBernardino, in California and they opened the first MacDonald’s restaurant. The original mascot of McDonald's was a man with a chef's hat on top of a hamburger shaped head whose name was "Speedee."
McDonald's filed for a U.S. trademark on the name McDonald's on May 4, 1961, with the description "Drive-In Restaurant Services. In the same year, on September 13, 1961, the company filed a logotrademark on an overlapping, double arched "M" symbol instead of a single arch.
MacDonald’s logo is typographic. It represents an overlapping double arched yellow “M” on a red square. In fact, red represents fast food color; we can notice that Quick and KFC logos are red too. It’s also an happy and flashy color which is in connection with children universe. In fact, children are one of mainMacDonald’s targets. As for the “M”, it can be assimilated to French fries which are one of the most famous products of this restaurant.
This logo became the key symbol of MacDonald’s. Currently everybody in the world can associated this logo with the MacDonald’s brand.
Macdonald’s prominence has made it a frequent topic of public debates about obesity, corporate ethics and consumer responsibility. Inanswer to these charges, Macdonald’s builds an important part of its communication around health and safety. But there are also two others important communication axis. The first aims at widening MacDonald’s target, the second aims at strengthen the MacDonald’s children target. I’ll start by the health and safety MacDonald’s communication.
II. Macdonald’s communication:
1) Health andsafety
Nowadays, the main MacDonald’s enemy is the healthy food trend of thought. People want to eat bio, ethic and healthy food. Lots of MacDonald’s and more generally fast food practices are criticized. Now, fast food is synonym of bad quality and high calories food.
One of the most striking movies about it is “Big size me”. It proves the danger of eating MacDonald’s food each day. First becauseMacdonald’s offered only fatty food, then because aliments quality are questioned.
To fight against these charges, Macdonald’s decided to bring transparency to aliment composition. First of all, we can see now calories quantity on Macdonald’s packaging, and then we are also informing about aliments origins. Lots of posters were pasted on Macdonald’s walls to show where meat and vegetables comefrom and how they are cooked. Moreover, some Macdonald’s factories can be visited by public.
We can also notice the trays papers with only one aliment picture which show us that there is no added element in Macdonald’s food. All is natural.
In Western Europe countries, Macdonald’s created new meals to adapt their food to healthy eating habits of European customers. So there are salads meals and...