Retail Analysis Mcdonalds

Topics: Retailing, Organizational culture, Fast food Pages: 10 (2336 words) Published: December 1, 2012
Table of Contents

Executive Summary3


Explain about the retail store6

Explain why you have chosen this retail store7

Explain about your scenario as a mystery shopper and what you did at the outlet8

Describe the retail store’s customer service with your knowledge of Pet Peeves and 14 factors of company culture.10

Suggest some solutions to improve the retail store’s customer service14


Executive Summary

Acting as a “mystery shopper“ we have evaluated one of the McDonalds’ retail shops. We have chosen a McDonalds retail shop by reason of its obvious success. McDonalds has got a yearly profit of approximately 5.5 billion USD by trading with fast-food.

Our evaluation shows us there is one certain reason of its success: Constancy! Customers know what they get at McDonalds, wherever they are in the world and apparently they appreciate this constancy.

Nonetheless there are some obvious Pet Peeves, which are related to the three levels of factors of a company culture. Level one describes what you obviously feel, see and hear. Level 2 is about the communication between employee and customer. Level three contains factors that are not obvious but make us like McDonalds subconsciously, is very tough to find in our outlet.

Regarding these Pet peeves and the factors of company culture we come up with three different suggestions to improve the retail store’s customer service.

1.The company can become more ecological, by producing less rubbish. Especially in order to enhance its reputation.

2.Friendlier and politer staff

3.Achieving a nicer environment in its outlets

Regarding its success it seems quite unnecessary to make some changes, but in order to keep the company’s customer service competitive little changes are recommendable.


McDonalds. The company is already one of the most successful companies in the world and still growing. The main product the company sells is fast-food.

How is this possible? How can a company, that is selling fast food, be this successful? What is the secret of its success?

We threw ourselves into one of its outlets and experienced the secrets and services of McDonalds.

In our following assignment we will explain about our scenario as a mystery shopper, we will describe and debate the retail store’s customer service, considering the factors of company culture. Finally we will suggest some solutions to improve the retail store’s customer service and make a conclusion of our results.

Explain about the retail store

“McDonald's is the leading global foodservice retailer with more than 33,500 local restaurants worldwide and 1,7million employees, serving nearly 68 million people in 119 countries each day.” (McDonalds)

So far, McDonald's in China employs more than 1000 restaurants, the 2013 restaurant number is expected to reach 2000.

The company began in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald in San Bernardino, California. (Wikipedia, 2012)

McDonalds’ total profit of the year 2011 was approximately 5,5billion USD (

Explain why you have chosen this retail store

McDonalds is one of the most popular fast-food chain companies in the world. You’ll find McDonalds in every little city, in every crowded Shopping Mall.

It surely is a very famous and successful company (Llopis, 2011)

And this makes it interesting. How can a company that “just” trades with fast-food be this successful? How can you achieve a yearly profit of 5,5billion USD by trading with Burgers?

Apparently McDonalds has got a successful marketing and sales concept, which makes the company very interesting to write an assignment about, considering the roots of its success, debating about its ways to make me purchase again, although it obviously has got some “Pet peeves”....

Bibliography: Wikipedia. (2012, 08 24). Retrieved from
Wikipedia. (2012). Von abgerufen (n.d.). Retrieved from
Llopis, G. (2011, 12 9). Forbes. Retrieved from
McDonalds. (n.d.). Retrieved from
Tobias Amely, T. K. (2009). BWL für Dummies. Weinheim: Wiley.
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