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Categories: McDonald's | Fast-food restaurants | Multinational corporations | Companies traded on NYSE | Companies based in Illinois McDonald's Corporation
Quick factsSee the 2004 Summary Annual Report, 2004 financial report, In 2004
Corporate overview McDonald's brand is in 122 countries around the world. Thirty-thousand local locations serve 47 million customers each day. More than 70% of McDonald's restaurants around the world are owned and operated by independent, local businessmen and women. In addition, the company operates other restaurant brands, such as Aroma Café , Boston Market, Chipotle Mexican Grill, and has a minority stake in Pret a Manger. Until December 2003 it also owned Donatos Pizza . Revenues for 2001 were US$14.87 billion, with net income at $1.64 billion. In North America, most McDonald's offer both counter and drive-through service, with indoor and sometimes outdoor seating. Drive-through services are offered in the rest of the world, but they are not as common - with the majority of restaurants offering counter service only. Drive-throughs often have separate stations for placing, paying for, and picking up orders, though often the latter two steps are combined. (In early 2005, it was announced that the company was experimenting with using a call center in Fargo, North Dakota to take the drive-through orders from more than a dozen stores in Oregon and Washington states. The minimum wage in North Dakota is significantly lower than that in Oregon or Washington.) In some countries "McDrive" locations, near highways, offer no counter service or seating. Locations in high-density neighborhoods, as in many downtowns, often omit drive-through service. Specially themed restaurants also exist, such as Rock-and-Roll McDonald's 50s themed restaurants. A select few McDonald's in many areas, such as suburban areas and certain cities feature large indoor or outdoor playgrounds, called McDonald's PlayPlace. These were primarily created in the 1970s and 1980s in the USA, but later internationally; much of Canada didn't have them until the mid-1990s. Older locations often retain the name Playland.
McDonald's trains its franchisees and others at Hamburger University in Oak Brook, Illinois. According to Fast Food Nation by Eric Schlosser (2001), nearly one in eight workers in the US has at some time been employed by McDonald's. The book also states that McDonald's is the largest private operator of playgrounds in the US, as well as the single largest purchaser of beef, pork, and potatoes. History 
Challenges As the world's largest restaurant chain, McDonald's is a target for criticism. Even though the majority interest in its foreign franchise locations are locally owned, the company is seen as a symbol of American domination of economic resources. Urban legends about the company and its food abound and it is often the target of unusual lawsuits. Some franchises in the Middle East have been targets of arson and other acts of violence because the business represents, to the attackers, an invasion by American business and culture that they oppose based on a nationalist or Islamist ideology. However, McDonalds has modified its products to cater for local tastes, not least in countries that have special dietary laws. In Muslim countries like Malaysia, bacon is not served in McDonalds burgers or in its breakfast menu, as pork is haraam, or not permissible under Islamic dietary law. In Israel, the nature of kosher dietary laws, forbidding the mixture of meat and dairy products, means that cheeseburgers are not popular among Jewish customers; furthermore, all meat not prepared in a certain manner is considered unkosher by strict observers of the dietary laws. McDonalds has taken steps to cater to Jewish customers by opening a kosher McDonalds in Jerusalem and by offering a 'Passover Bun' for the eight-day period in which practicing Jews abstain from leavened bread. In India, the fact that Hinduism forbids the eating of beef has prompted McDonalds to look for alternatives, like lamb. Soft drinks on offer also vary from country to country, with local brands available on tap alongside Coca Cola, Fanta, etc. For example, Irn-Bru in Scotland and Guarana in Brazil are more popular in those countries than the leading international brands. Criticism
In the high profile McLibel Trial, McDonald's took two anti-McDonald's campaigners, Helen Steel and Dave Morris, to court for a trial lasting two and a half years—the longest in English legal history and part of a 20-year battle—after the pair distributed leaflets critical of the company in London's streets. McDonald's won the case in the UK High Court, and were awarded £60,000 damages, which was later reduced to £40,000 by the Court of Appeal. Steel and Morris then made a separate but related claim agains the UK Government in the European Court of Human Rights, claiming that the lack of access to legal aid and the heavy burden of proof that lay with them to prove their claims (rather than McDonalds, the claimants , having to prove that the claims were false) under UK libel law breached the right to a fair trial and freedom of expression. The ECHR ruled against the UK Government, which subsequently introduced legislation to change the libel laws to remedy the defects highlighted by the ECHR judgement. Steel and Morris claim not to have paid any of the damages, and report that McDonalds have not pursued them for the money. Despite the fact that many of the campaigners' criticisms of the company were found to be libelous by the UK courts, the suit created a great deal of bad publicity for the company especially as many of the leaflet's claims were upheld by the judge in his summary. For more information, see McLibel case. McDonald's has also been criticised for its approach to preserving its image and copyrights - in one case suing a Scottish cafe owner called McDonald for infringement of the name McDonald's, even though the business in question was a family business dating back well over a century. In another case, McDonald's enjoined the creator of Ronald McDonald from performing as, or displaying the likeness of, the character in any form. McDonald's also replaced the performer who portrayed Ronald in the first three television ads (Willard Scott, a former Bozo) which featured Ronald McDonald. In South Africa, however, McDonald's had to battle against the country's trademark laws, which stated that a registered trademark had to be used within a certain period of time. This resulted in a local company announcing plans to launch its own fast food chain using the McDonald's name, although the South African High Court eventually ruled in McDonalds' favor. In June 2004 the UK's Private Eye reported that McDonald's was handing out meal vouchers, balloons, and toys to children in pediatric wards. This was especially controversial as the report was made within weeks of a British Government report stating that the present generation may be the first to die before their parents due to spiraling obesity in the British population. In 2004, Morgan Spurlock's documentary film Super Size Me produced negative publicity for McDonald's, with allegations that McDonald's food was contributing heavily to the epidemic of obesity in American society. Subsequent to the showing of the film at the Sundance Film Festival, but before its cinematic release, McDonald's phased out its Supersize meal option and began offering several healthier menu items though no link to the film was cited in this decision. Fast Food Nation doles out scathing criticism of McDonald's business practices. Among the critisms are that McDonald's (along with other companies withing the fast food industry) use their political influence to increase their own profits at the expense of the health of the nation and the social conditions of its workers. While the book does mention other fast food chains, it focuses primarily on McDonald's. Emblem for globalization
Restaurants around the worldThe northenmost McDonald's restaurant is located on the Arctic Circle in Rovaniemi, Finland, while the southernmost franchise is located in Invercargill, New Zealand. The world's easternmost McDonald's is also located in New Zealand, in the city of Gisborne; the westernmost restaurant is in Western Samoa, as they are the closest to either side of the International date line. Because of this, it is said that "the sun never sets on the Golden Arches". The world's largest McDonald's is located in Orlando, Florida, USA off of International Drive. It sports two floors, a massive game and arcade area - much like a Chuckie Cheese's, and a "McGourmet" section (in which you can buy items such as paninis and gourmet sundaes). Nicknames McDonald's is also known as
McDonald's TV campaigns and slogansSee: McDonald's TV campaigns and slogans Food offered at most McDonald's outlets
The range of foods offered depends on the time of day. In the morning (usually from 5:00 am or store opening to 11:00 am) when designated breakfast foods are served, certain other items such as the Big Mac are not available. International adaptations and variationsThe traditional hamburger made of ground beef served at most McDonald's is varied in some countries as is the name. In India the Big Mac transmogrifies into the Maharaja Mac, a mutton burger in deference to religious injunctions against the consumption of beef and pork. Also in India vegetarian and meat dishes are prepared in separate areas of the restaurant in respect for vegetarians. In Thailand the Samurai Pork Burger, flavored with teriyaki sauce , is served. In Japan rice dishes are served and a chicken sandwich flavored with soy sauce and ginger. The Australian McDonald's menu features the McOz which is similar to the Big Mac and features beetroot, a popular addition to burgers in Australia. Names of other international dishes include the Kiwi Burger, the McHuevo, the McNifica, the McAfrika and the McLaks. In the early 1990s, McPizza was introduced in Canadian outlets; it failed quickly, due to fierce competition. McDonalds also sold poutine, which is a Canadian dish of french fries, cheese curds, and gravy. Poutine was removed from the menu with their effort to become more healthy in 2004. Possibly in an effort for European nations to become more accepting of the McDonald's concept, the first McDonalds in Italy is widely heralded as the most luxurious McDonald's restaurant. It features indoor fountains, marble walls and floors among other luxuries not enjoyed by customers in other restaurants owned by the company. It also features Wi-Fi. This location is located near the "ritzy" Spanish Steps district of Rome. In some countries McDonald's is expanding some of its restaurants to include "McCafé" counters, which sell brewed and specialty coffees, frappés, and a range of cakes, biscuits (cookies) and sandwiches in addition to the regular McDonald's menu; the first such McCafé was installed at an existing McDonald's in Maple Ridge, Canada. Some franchisers in America have sold donuts. See also
External links
Categories: McDonald's | Fast-food restaurants | Multinational corporations | Companies traded on NYSE | Companies based in Illinois The contents of this article are licensed from Wikipedia.org under the GNU Free Documentation License.
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