MBS568: McDonald's Corporation Case Study - Management Assignment Help

Assignment Task:

Richard and Maurice McDonald moved from New England to California, San Bernardino in 1940 and started McDonald’s.  After operating the business for eight years, the McDonald brothers decided to take a risk by giving the operation a face-lift. The Speedee Service System, a self-service drive-in restaurant concept, featuring the 15-cent hamburgers was introduced.  By limiting the menu to only burgers, fries and shakes, the restaurant’s kitchen was redesigned to facilitate the preparation of fewer food items at a larger quantity each time.  Food preparation became an ‘assembly line’, managed by unskilled individuals, each of whom was responsible of one small specific stage of the entire food preparation process.
Franchise Structure McDonald’s is primary a franchisor, with approximately 93% of its restaurants currently owned and operated by independent franchisees.  The company's goal is to reach approximately 95% franchised.  There are three primary franchise ownership structures: 
1) conventional franchisee, 
2) developmental license, and 
3) affiliates.  
 
McDonald’s has over 70% of franchised restaurants operating under a conventional franchise agreement.  In this arrangement, the company typically owns the land and building and leases the location to the franchisee.  Franchising term is 20 years, with the franchisee paying for equipment, signs, seating, and décor.   
 
Conventional franchisees contribute to the company’s revenue stream through the payment of rent and royalties based on a percent of sales, with specific minimum rent payments and initial fees upon opening a new restaurant or grant of a new franchise.  A significant amount of cash flow has seen been generated with this form of a franchising agreement.  The franchisees are also responsible for reinvesting capital in their businesses over time.

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