McDonald’s

Founder
The McDonald's Corporation, most commonly known as
McDonald's, is a restaurant founded by the brothers
Maurice and Richard McDonald in 1940. Their first store
was located in San Bernardino, California which was
originally a drive-in. Due to the elimination of waiters and
waitresses and conducting a self-service operation where
the hamburgers are cooked and prepared in advance and
were up for grabs by the heat lamp. Soon enough,
McDonald's restaurant was put out to be franchised by
anyone interested.
 Products and Services
In 1948, the brothers rebranded their business into a small restaurant that offers large quantities of food at a cheap price. The
menu mainly consists of hamburgers, potato chips—that were replaced by french fries in the later year, pie, and drinks. They were
able to charge 15 cents for a burger—half the price of other restaurants during that time.

There are a variety of menus offered by McDonald's depending on the country it is located in. But they make sure that their staple
hamburgers, Big Mac, nuggets, world-famous fries, sundaes and Mcflurry, and pies are always available in every store. In the
Philippines, aside from the staples, they serve Chicken Mcdo, McSpaghetti, and Chicken filets.
 Ray Kroc
However it was not until 1955 that McDonald's was launched to McDonald's Systems, Inc., then turned to McDonald's Corporation
by Ray Kroc, an appliance salesman that supplied the restaurant that soon became a franchise agent and later on became the
owner of the company by buying it out from the brothers in 1961. In less than 10 years, with the addition of the Big Mac and their
world-famous fries, Kroc was able to expand the fast-food chain up to 1,000 stores and in 1967, their first store outside the United
States opened in Richmond, British Columbia, and Canada. By the early 2000s, the company was able to operate 34,000 stores in
more than 115 countries and territories.
 McDonald’s in the Philippines
In the Philippines, 1981, Dr. George T. Yang
was the first one ever to open a McDonald's
franchise in Morayta, Manila and continues to
grow with 700 branches all over the country.
 Mission
To serve the Filipino community
by providing great-tasting food
and the most relevant customer
delight experience.
Vision
• First to respond to the fast changing
needs of the Filipino Family.
• First choice when it comes to food
and dining experience.
• First mention as the ideal employer
and socially responsible company.
• First to respond to the changing
lifestyle of the Filipino Family.
Core Values
McDonald's Philippines pride themselves on the
following values:
• Customer-Driven – Conscious and deliberate
action to exceed the needs and requirements of
both internal and external customers
• Malasakit – Concern for the customer, employees,
co-workers, business partners, community, and
company
• Integrity – Being upright in character and action,
upholding the standards of one's profession and
position through honesty, responsibility, and trust
• Teamwork – Working as one towards achieving a
common goal
• Excellence – Day to day drive to deliver the best
results

1953
The logo was changed dramatically with the
shortened name in 1953. The new design
was colorful and featured the charming and
cartoonish smiling chef from the previous
logo.
1961
The combination of the overlapping arches and the
extra line running through them was meant to make
this logo resemble the actual restaurant locations
from an angle.
Logo Timeline
1948
In 1948, after the restaurant became a
hamburger joint, the logo was updated to
reflect the change. The new McDonald’s logo
featured some similarities in structure to the old
‘Barbecue’ one.
1968
The next logo was very similar to the previous one and
is also very like the version that we are familiar with
today. The golden arches make the “M” shape, but they
join in the center, instead of overlapping.
1940
Once the brothers McDonald moved the restaurant to
San Bernandino and switched up the menu, the logo was
updated with the name change. McDonald’s Famous
Barbecue kept the italicized first word and used a similar
font.
1983
The ‘McDonald’s’ text was changed to white to stand
out against this new red background that was also
implemented. This one is still in play today. It’s simple
and classic.
 Logo Timeline
There have been many different evolutions of the logo throughout the
company’s nearly hundred-year history. The early logos don’t really
have a lot in common with the modern versions. However, for the past
fifty years, McDonald’s logos have been quite consistent, so by
limiting ourselves to an analysis of this selection of icons, we can see
some key design elements. 2006
It’s similar to the 90s version that removed
all text, but in this one, the shadow has been
taken out as well. All that remains is the
classic golden arches.

1992 1993 2003

The nineties brought McDonald’s a classic
logo. A red trapezoid was placed beneath
the golden arches, and the name of the
restaurant was moved inside this new
shape.
This is a pared-down version of the classic design. The tagline that was introduced along with
There is no text reading “McDonald’s” or bright red this change. ‘I’m lovin’ it’ is a slogan that is
coloring. All we have is the classic golden arches, with a still in use today. Just the simple phrase has
shadow behind them. become synonymous with the brand.
 Competitors
Jollibee of the Jollibee Foods Corporation, is often referred to as the McDonald's Philippines primary competitor. However, it
faces significant competition from other quick-service brands, such as Burger King, Wendy's (WEN), Taco Bell, KFC, and
Subway in other countries.
 Financial Performance Chart
Revenue of McDonalds in the Philippines from financial year 2012 to 2022

2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
Memorandum
Of
Agreement

Slide Chef
Proposal Letter

Slide Chef
 DCSF Service, inc.

Rey John Dador

Chief Executive Officer

Micaella Cabug-os Hartzel Flores Stephanie Santos

President Chief Marketing Officer Vice President

Slide Chef
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Thank You!

Slide Chef