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McDonald’s is the leading global fast food services retailer serving approximately 69 million customers daily in 119 countries with over 36000 locations. Most of the McDonald’s restaurants are owned and operated by local independent business men and women worldwide. McDonald’s was founded in 1940 in the United States, and it started as a barbecue restaurant. It mainly sells hamburgers, chicken, French fries, cheeseburgers, breakfast items, milkshakes, soft drinks and desserts. It has also expanded its menu by including fish, salads, smoothies, fruits, wraps and seasoned fries to cater for customer taste and satisfaction (Gilbert, 2011).
Role differentiation in McDonald’s
McDonald’s restaurant has divided its routine operations into five geographical divisions. These are Canada, United States, Latin America, Europe and Asia/Pacific, Middle East Africa. They have multiple stores in different countries. Each employee in the McDonald’s has got specialized task, for instance, the cashier takes the orders and inputs them, the griller makes burgers for customers and the customers receive what they ordered. On the management side, different managers are assigned various administrative tasks that ensure the restaurant is running smoothly. Other staffs perform tasks that they are assigned. This ensures customer satisfaction and quality products which make it dominate in fast food services globally. Each employee in the restaurant operates in a particular department. To ensure they serve the customer better, they need to cooperate (McDonald, 2012).
Coordination mechanism in McDonald’s restaurant
McDonald’s management has come up with various coordination mechanisms that include the provision of the operating cooperate, staff, a detailed organization structure of the restaurant and the advertising services to McDonald’s managers. The area field consultants visit all the outlets regularly to ensure that each restaurant conforms to the McDonald’s rules and regulations. McDonald’s operates under a 385-page manual that covers the details of running a fast food restaurant (McDonald, 2012).
McDonald’s technology perspective
McDonald’s embraced technology that has enabled it to change the way it serves the customers and also allowed it to keep up with the competitors who have tried to take it down in fast food dominance. This corporation started by using kiosks to allow its customers to order customized sandwiches. It operated for some years after which new automated ordering ways were provided such as the use of mobile apps. It adopted automated operations after a continuous decline in sales. McDonald’ US has been testing the mobile ordering, in particular, US markets to boost sales that dropped in October 2013.
McDonald’s also provided customers with table service and touchscreens with an aim of fighting back against the gourmet burger competitors. The touchscreens were introduced to 100 locations of the McDonalds UK outlets to enable customers make orders and pay for their burgers that they can pick up on the tables. These new technologies also allow the diners to create own burgers and add or remove ingredients. McDonalds have installed the free to use tables to allow customers check their emails and newsfeed, play latest games and charge their phones. These services attract more customers (McDonald, 2012).
The customers, the suppliers, and the employees are the primary stakeholders of McDonald’s fast food restaurants. McDonald’s like other businesses globally engage in a variety of audiences who are interested in the communities they operate. Employees are the internal stakeholders since they work inside the company and have influence and interest on the way it runs. Customers are an external stakeholder. They do not work for the company but they buy products like fast food from them, and therefore, they have an interest in McDonalds. Suppliers, on the other hand, are internal stakeholders since they work with the company. McDonald’s has many suppliers since they provide them with what to prepare for the customers. Suppliers have an interest in McDonald’s (Watson, 2007).
Other external stakeholders are the government, the communities and trade unions. The government gets in that the restaurant is a source of employment since it is an international company. The government again passes new laws that may affect McDonald’s operations. Before McDonald’s set up a new outlet, the government has to know. Trade unions get in through looking at the working conditions of the employees and ensuring they are paid according to the work they perform. Communities are also interested in McDonald’s. When stores are built near them, people from that community get employment. McDonald’s also tries it best to impress the community by providing the best services (McDonald, 2012).
McDonald’s has been successful and has dominated in the fast food services worldwide. This is as a result of the management practices and organization structure in the McDonald’s restaurant. It has earned the customer trust, and this makes it continue to dominate. Regarding customer satisfaction, it is the best, regarding favorable employee treatment, the restaurant is awesome.
Gilbert, S. (2011). Mcdonalds. New York: Creative Paperbacks Inc.
McDonald, D. (2012). McDonalds Case Study. California: Datamonitor Plc.
Watson, C. (2007). McDonald’s fast food restaurant. London: Franklin Watts.