SUMMARY

• McDonald’s is a company founded by Ray Kroc in 1955, after he bought a small company of fast food to the
McDonald brothers.
• He started with a strong marketing strategy based on quality, service, cleanliness and value (QSCV) that match
perfectly with the fast food concept. QSCV was the key for making the company the worlds largest fast feeder
and one of the most familiar symbols.
• In the mid-1990’s McDonald’s started to be strongly criticized by nutritionists because of the growing obesity
crisis caused by his fast food, together with the expasion of the company that industrialized the brand.
• For fixing the problem Kroc created a new strategy focused in the people making McDonald’s “better not just
bigger” called “PLAN TO WIN”. This achievement re enchant his clients and attract new ones.
• The “PLAN TO WIN” gives McDonald’s the posibility of growing constantly and being one of the most
recognized brand in all the world.
SUCCESS OF CUSTOMER CENTRICITY