$22.820 billion (2017)
How they do it: Individual entrepreneurs are able to open their own McDonald restaurant. They are responsible for running their own (or multiple) restaurants but need to adhere to all corporate set standards e.g. purchasing, product offering, and corporate identity.
How they do it: McDonald’s product, supply chain and restaurant design is kept standardized and simple, allowing for efficient sourcing, food preparation and a high degree of standardization as well as cheap prices across restaurants. Compared to standard restaurants, the customer has to serve and clean up the table himself.
How they do it: Instead of table service, customers at McDonalds have to order at a counter and carry the food to their table. Through this, the food can be offered at competitive prices through decreased labour costs in the service part of the restaurant.
Target The Poor
How they do it: McDonald’s competitive prices make its products attainable to everyone. It’s high degree of standardization and international brand popularity allow the company to offer their products cheap and at a consistent quality.
How they do it: Frequently, McDonald’s organizes contests where customers are able to design their own burger. This is done via an online tool on the McDonald’s website. In a next step all visitors can vote for their favorite creation, and the most popular creation actually gets produced and sold in the restaurants. This enables them to connect with their customers and test burgers for their restaurants.