Imagine for that one special minute when Ray Kroc started seeing McDonald’s grow exponentially. Imagine witnessing before your very eyes that little restaurant that you got complete rights to as a franchisee snowballing into the gargantuan entity it is today.
Burger by burger and chain by chain, McDonald’s has taken over the world with their brand of fast food. Few have been able to resist the charm of the biggest mac in town; anyone who persists to resist is akin to being subhuman.
Mr. Kroc certainly did not invent the fast-food business but it was how he imbued the strict values and principles into a system that made McDonald’s the success it is today, inclusive of its consistently large scale rebranding exercises that few have ever been able to replicate. Truth is we’re all ‘lovin it’.
The reason the McDonald’s brand managed to reach such mountainous heights ties back to his philosophy to which many organizations take to heart to this very day:
None of us is as good as all of us.
This simple philosophy has inspired many global companies such as Apple, a modern day success story, to strive for excellence. The question is what the motto really entails.
In the words of Mr. Kroc himself,
Our ongoing success is due to the company’s internal philosophy of inclusion and diversity. As one of the biggest employers in the world, McDonald’s staff is one of the world’s most racially, culturally, and religiously diverse.
From the perspective of branding, their success is not merely through the having as many stores as possible or providing the world with tasty meals but it’s the system of values they imbue internally that ensure that McDonald’s constantly keeps a global outlook that’s locally aware.
Their philosophy of inclusion that gives no regard to race, creed, culture and gender makes them universally adaptable to literally any market they enter. Franchisees all over are keen to enter the business and many youth from the world over apply to work at McDonald’s as their first job.
On the consumer side of things, they are highly sensitive to local market sentiments. For example in India, for many Hindus consider eating beef sacrilegious, so they cater to this by providing alternatives such as Big Macs with mutton patties and other vegetarian meals. In Malaysia, we have an undeniable obsession with all things spicy so they’ve created burgers such as the Spicy Chicken McDeluxe or seasonal offerings such as the Prosperity Burger, which is only offered during the months during Chinese New Year.
Through cooperation, cultural sensitivity and mutual respect for both their staff and customers, this is what makes McDonald’s loved the world over. No matter what critics say, there’s a pretty high chance you’re going to go back there and order those nuggets you’ve been craving.
McDonald’s deserves every ounce or shall we say, a quarter pounder of success. It’s a lesson in branding we can all take and apply to our own brand.