Experience of the Future ("EOTF"): Restaurant modernization and technological upgrades to transform the restaurant service experience and enhance customer's perception of the brand. It has, effectively, morphed into the most popular family restaurant that appeals to children and adults alike and emerged as the dominant force in the "Quick Service Restaurant (QSR)" end of the market. McDonald's remains committed to growth, continuing its aggressive deployment of the three growth accelerators - EOTF, Delivery, and Digital - in 2019 and beyond.Īlmost 80 years later, the enterprise has grown to about 38,000 restaurants globally that serve close to 70 million customers - roughly 1% of the world's population - per day, all wanting a burger, fries, and/or chicken nuggets as quickly as possible.Franchisees are lured by the impressive margins that make McDonald's franchises an almost guaranteed moneymaker. According to the data from their latest annual report, approximately 93% of total capacity are franchises, which is still below McDonald’s long-term goal of 95%.McDonald's makes money by leveraging its product, fast food, to franchisees who have to lease properties, often at large markups, that are owned by McDonald's.
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