I'm Lovin' It
A McDonald's Big Mac combo meal
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| Public | |
| Traded as | |
| Industry | Restaurants |
| Genre | Fast food restaurant |
| Founded |
McDonald's: May 15, 1940 San Bernardino, California McDonald's Corporation: April 15, 1955 Des Plaines, Illinois |
| Founders |
McDonald's: Richard and Maurice McDonald McDonald's Corporation: Ray Kroc |
| Headquarters | Oak Brook, Illinois, U.S. (moving to Chicago in 2018) |
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Number of locations
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36,615 (September 30, 2016) |
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Area served
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Worldwide |
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Key people
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| Products | |
| Revenue |
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| Total assets |
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| Total equity |
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Number of employees
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420,000 (2015) |
| Website |
corporate |
US$ 25.413 billion (2015)
US$ 37.939 billion (2015)corporate
www
McDonald's maintains extensive advertising campaign. In addition to the usual media including television, radio, and newspaper ads, the company makes significant use of billboards and signage, sponsors sporting events ranging from Little League to the FIFA World Cup and Olympic Games, and makes coolers of orange drink with their logo available for local events of all kinds. However, television ads remain the primary form of advertisement.
McDonald's has used 23 different slogans to advertise in the United States, as well as a few other slogans for select countries and regions. At times, it has run into trouble with its campaigns.
There have been many McDonald's advertising campaigns and slogans over the years. The company is one of the most prevalent fast food advertisers, especially in the United States, where it spends the most advertising money of any fast-food restaurant and the fourth-most of any advertiser in the country. McDonald's Canada's corporate website states that the commercial campaigns have always focused on the "overall McDonald's experience", rather than just product. The purpose of the image has always been "portraying warmth and a real slice of everyday life." Its TV ads, showing various people engaging in popular activities, usually reflect the season and time period. Finally, rarely in their advertising history have they used negative or comparison ads pertaining to any of their competitors; the ads have always focused on McDonald's alone, one exception being a 2009 billboard advertising the new McCafe espresso. The billboard read "four bucks is dumb", a shot at competitor Starbucks.
McDonald's began operations in India in 1996. It retained Leo Burnett (India) to provide authentic Indian insights in years of study and planning to meet local conditions with special concern regarding local favorite items, religious-based food taboos and India's strong vegetarian tradition. Its hamburgers are made of lamb or chicken, not beef. It adapted local favorites into items such as McAloo Tikki, a breaded potato pancake on a bun. It divided its kitchens in the vegetarian and nonvegetarian zones making sure that food did not cross the line. Its advertising told Indians that its bright, inviting restaurants did not mean high prices. Its strategy was profits through high volume and low prices. Locally it sponsored sports programs and donations to visible charities.
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Wikipedia