CASE STUDY: McDonalds Dr$.$ C$.$ Guckel

Assignment$1-$OP$-$Strategy$-$Winter$2024.$docx $2024-01-23-1-$

Opera&ons Management

OPMT $620$

Winter Term $2024$

Assignment Paper $1$

Topic: Opera$4$ons Performance, Opera$4$ons Strategy, Quality

McDonald's, founded in $1940$ by brothers Richard and Maurice McDonald in San Bernardino,

California, played a pivotal role in revoluJonizing the restaurant business and creaJng the fastfood industry as we know it today. McDonald's revoluJonized the restaurant business by

introducing efficiency, standardizaJon, and a focus on speed of service. Their model of

franchising, markeJng, and menu diversificaJon paved the way for the modern fast$-$food industry,

which has become a significant part of global food culture.

The McDonald brothers pioneered a service system which emphasized efficiency and consistency

in food preparaJon and service. They streamlined the menu to focus on a few items like

hamburgers, cheeseburgers, fries, and milkshakes, making the process faster and more efficient

than tradiJonal dine$-$in restaurants. Further, they introduced a high degree of standardizaJon in

its operaJons. Every restaurant used the same cooking methods, ingredients, and equipment,

ensuring consistency and quality across the enJre chain. McDonald's introduced the first drivethru in $1975,$ providing even greater convenience to customers and seUng a trend that many

other fast$-$food chains would adopt. Over the years, McDonald's expanded its menu to include

items like salads, chicken, and breakfast opJons, catering to a broader range of tastes and

preferences. McDonald's success and innovaJve business model influenced countless other fastfood chains and restaurants, leading to the spread of the fast$-$food industry as a dominant force

in the global food business.

When you walk through town, you see various fast$-$food restaurant chains or coffee shops with

fast$-$food opJons, such as Burger King, KFC$,$ A&W$,$ Tim Hortons, or Subway.

For this assignment, study comparing subway and McDonald$$s$.$

Assignment$1-$OP$-$Strategy$-$Winter$2024.$docx $2024-01-23-2-$

are expected to focus on aspects of both restaurants$$ operaJons from an operaJons management

perspecJve. Cover the following aspects:

$1)$ Introduce the company of your choice.

$2)$ What similariJes does this company have with McDonald$$s$,$ what is unique or sets them

apart from McDonald$$s$?$

$3)$ What is the unique selling proposiJon or compeJJve advantage of your selected

company? How is it presented and maintained?

$4)$ Field invesJgaJon: Visit at least one restaurant of McDonald$$s and one of your selected

company. InvesJgate their operaJons and report your observaJons in regards of:

a$.$ Layout of the restaurant and how it serves the purpose of the operaJonal goals;

b$.$ Customer wait Jmes, number$/$type of staff, variaJons throughout the day;

c$.$ Service performance and observed customer saJsfacJon;

d$.$ Stocked items & cleanliness;

e$.$ ProducJvity, JIT, and how it is achieved;

f$.$ Quality tools, such as Lean or TQM; how are they uJlized?

g$.$ Summarize the overall operaJonal processes observed.

$5)$ Analyze if and to what extend the value proposiJon and compeJJve prioriJes were met

in reality. Assess the operaJons strategy of McDonald$$s and the company of your choice

in the compeJJve environment. What challenges do they face, what opportuniJes do

you see for their future development of operaJon strategies?