McDonald’s |
Overview |
The first McDonald’s restaurant opened in Des Plaines, Illinois in 1955. There are now more than 30,000 restaurants in more than 100 countries worldwide. Singapore’s first McDonald’s restaurant opened in 1979 at Liat Towers. Today, over 100 McDonald's restaurants across the island employ 6000 employees, and serve 1.2 million customers every week. |
Strategy |
Mission |
Since its first restaurant opened in 1955, McDonald’s has upheld its mantra of “Quality, Service, Cleanliness and Value” and continues to be committed to ensuring that families will always find McDonald’s to be a place where they are warmly welcomed and can enjoy tasty meals at great value. |
Product & Service Mix |
To continue its brand leadership as a favourite dining destination amongst families, McDonald’s offers quality menu choices, kids’ birthday parties, family edutainment programmes that are designed for family bonding – and fast and friendly service. McDelivery 24/7 also gives families the convenience of enjoying a meal at home.
McDonald’s believes in taking a holistic approach – body, mind and spirit – in nurturing a Happy Child. This is reflected in its focus on Happy Meal Choices (body), Red PEA family edutainment (mind) and Ronald McDonald Children’s Charity (spirit).
McDonald’s also believes in engaging moms through strategic initiatives that build long-term trust. This includes the setting up of a Moms Panel to gather inputs from mothers about McDonald’s initiatives that nurture children holistically. Also specially catered for moms are the McCafé outlets where a premium cup of coffee and sandwich are a welcomed respite. |
Marketing & Promotions |
To further strengthen its Pro-Family branding, McDonald’s introduced a unique family edutainment programme called “Red PEA – Play, Exercise, Art”. Included under “Play” is theatre puppetry by homegrown theatre group, The Finger Players. Red PEA aims to promote creative self-expression, active minds & bodies and family bonding. This enriching family experience is available free to all customers at selected restaurants every Sunday. |
Service |
Service Attitude |
To deliver service excellence, McDonald’s is committed to offer the best training programmes to its employees and to create an inspired and engaged workforce.
The role of the “Service Ambassador” was specially created to attend to the needs of moms with kids in the restaurants – and these range from helping moms and kids settle down at an available table, taking orders and offering table service, engaging the children with complimentary McDonald’s premiums.
To enhance robustness in its business operations, McDonald’s has in place a systematic and comprehensive review and tracking system. Feedback and relevant performance review data are collated monthly and consumer trends are evaluated on a quarterly basis. |
Nurturing service care |
McDonald’s is also passionate about extending a helping hand to the needy in the community. The Ronald McDonald Children’s Charity in Singapore was set up in 1989 to give sick children from needy families a better tomorrow. Additionally, the Ronald McDonald Family Room located at KK Women’s and Children’s Hospital provides a home-away-from-home and stay-in facility for parents, enabling them to stay close to their children receiving medical treatment at the hospital. |
Safety first |
McDonald’s has some of the world’s most stringent safety standards. It is committed to 100% food and toy safety. McDonald’s works closely with its suppliers who adhere to a strict code of conduct and processes that comply with corporate governance standards. |
Infrastructure |
Access & Layout |
All McDonald’s Restaurants are fitted with non-slip flooring and furniture like counter tops, tables and chairs have round edges, especially for the safety of children and the elderly. Most of the restaurants are equipped with a handicapped toilet. |
Facilities |
To provide a comfortable dining experience, McDonald’s restaurants offer free broadband WiFi access, plasma TV entertainment and cashless payment. During peak periods, staff will pro-actively utilise handheld order-taker devices to ease long queues and waiting time.
McDonald’s restaurants that see a high volume of families have a “PlayPlace” that is completely child-safe for children to enjoy. |
