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Introduction
y McDonald s has become the best-known fast food

brand in the world. y It has 30,000 restaurants in 120 countries, and for many has come to symbolise the hopes and the fears of the Americanization of global culture. y McDonald s revolutionized the food industry, affecting the lives both of the people who produce food and the people who eat it. y Explore the past, present and future of McDonald s and with it the fast food industry.
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Products range of McDonalds

1. Burgers & Sandwiches 2.Chicken, fish and pork 3.Other products 4.Breakfast 5.Beverages 6.Desserts

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Foods served by Mcdonalds

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Fast Foods Founding Father

One World: One Taste . This McDonald s slogan emerges from an ambitious corporate vision of dominating the global fast food market. The golden arches of the red and yellow restaurants now bestride the globe, or McWorld , and excite both enmity and admiration from the foes and friends of capitalism.

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Chicken into Nuggets

y In 1979, when poultry was becoming more fashionable to eat

and sales of beef were wilting, Fred Turner, the Chairman of McDonald s had an idea for a new meal. I want a chicken finger-food without bones, about the size of your thumb. Can you do it? he asked. managed to reconstitute shreds of white chicken meat into small portions which could be breaded, fried, frozen then reheated. They used chemical stabilisers but also beef fat to enhance their taste.

y After six months of research, the food technicians and scientists

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y Test-marketing the new product was positive, and in 1983

they were launched in the USA under the name Chicken McNuggets. These were so successful that within a month McDonald's became the second largest purchaser of chicken in the USA, after Kentucky Fried Chicken. The demand revolutionised the poultry industry too. To provide an adequate poultry supply to McDonlad's, Tysons Foods developed a new breed of chicken with large breasts. By 1992, Americans were eating more chicken than beef, and most of that chicken meat was supplied by Tyson Foods, who dominate the poultry farming business. The chicken grower provides the land, the labour, the poultry houses and the power supplies. Tyson provides the feed, the veterinary services and the technical support

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Attracting the Customers

y The logo for McDonald s is the golden arches of the letter M on a

red background.
y The M stands for McDonald s, but the rounded m represents

mummy s mammaries, acccording the design consultant and psychologist Louis Cheskin. In the 1960's McDonald's was prepared to abandon this logo, but Cheskin successfully urged the company to maintain this branding with its Freudian symbolism of a pair of nourishing breasts.
y This may seem funny, but it is no laughing matter to the

industrial psychologists and marketing consultants who are paid millions to find new ways to seduce us into buying by manipulating our unconscious desires.

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One way McDonald s ensured the visiblity of its brand, and in the process revolutionized fast food, was by making its restaurants easily accessible on the US highway system. Over half the population of the USA live within 3 minutes drive of a McDonald s, and Ray Kroc, the founder of the restaurant chain, made sure they did so. He used the company plane in the 1960s to spot from the air the best locations and road junctions for new restaurant branches. There is a playground, in bright primary colours. There is sweet, salty, fatty food you eat with your fingers. There is a clown called Ronald McDonald to greet you, and there s the prospect of free film and TV tie-in toys with the Happy Meal . Psychologists confirm a theory that Ray Kroc and Walt Disney traded upon, that brand loyalty can be established by the age of two.

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A Corporation Under Attack

y McDonald s extraordinary success comes at a price. y Its 30,000 franchised branches in prime sites in over 120

countries makes it a living symbol of the US abroad. And the golden arches of McDonald's often inspire great support and animosity.
y Its defenders, usually on the right, point to the arrival of

McDonald s in a country as a marker of middle-class affluence and aspiration, a sign of economic efficiency and improved infrastructure, and an index of social progress with orderly queues, clean washrooms and happy children
y Its detractors, usually on the left, see McDonald s as American,

authoritarian, abusive of animals, exploitative of workers, unhealthy, unecological, and ruthlessly profiteering.
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y For animal rights activists, or those who dislike industrial corporate

capitalism or US foreign policy, the local branch of McDonald s with its big bright windows becomes an easy target. , Australia, Belgium, Canada, China, Finland, France, Holland, India, Indonesia, Lebanon, Poland, Russia, Saudi Arabia, Sweden, and UK. imagination.

y In recent years branches of McDonald s have been attacked in America

y Other protests against McDonald's have captured the public y When the European Union refused to accept imports of American

hormone-enhanced beef, the USA in response, under World Trade Organization rules, put tariffs on foie gras, Roquefort cheese and other European farm products. tractors through, and thus wreck, a half-built McDonald s in protest. When he was tried, 40,000 people rallied outside the courthouse.

y A French farmer called Jose Bov got nine other farmers to drive their

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y Other farmers filled a McDonald s branch with apples, another with

chickens, geese, turkeys and ducks. Bov said the struggle was between two ways of farming and eating, between real food from real farmers and industrial agriculture under corporate control.

y In England, two demonstrators from Greenpeace, Helen Steel and Dave

Morris, got involved in the longest libel trial in British legal history when in 1990 McDonald s sued them for the leaflet What s wrong with McDonald s that they had been handing out for four years. y These practices, also discussed in the findings of Justice Rodger Bell, include how children were exploited in McDonald's advertisements, how it endangered the health of customers who ate there too often, how it paid low wages and barred trade unions, and how it had a responsibility for the cruelty to animals inflicted by its suppliers of beef and chicken.
y The trial also revealed how McDonald s had employed detectives to spy

on the protestors and had obtained information on them from the Special Branch of the Metropolitan Police.

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Adapt or Die
y The wind of change is blowing through the empire of fast food. y The vision of endless growth through new markets across the y y y y

planet for fast food companies now looks unsustainable when it s not what people want anymore. When fashions, styles and tastes change, it s time to adapt or die. As the fast food companies have expanded around the world, they have had to adapt to local sensitivities. In the old days, no franchise holder could deviate from the 700 page McDonald s operations manual known as the Bible . But that policy may be changing. In the 34 restaurants in India, the Maharaja Mac is made of mutton, and the vegetarian options contain no meat or eggs. There were disturbances in India when it was learned that McDonald s french fries were precooked in beef fat in the USA, because Hindus revere cows and cannot eat beef.

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