McDonald's : A Costumer-Focused "Plan to Win" Strategy

McDonald's : A Costumer-Focused "Plan to Win" Strategy 

From the start, Kroc preached a motto of QSCV-quality, service, cleanliness, and value.By applying these value, the company perfected the fast-food concept delivering convenient good quality food at affordable prices.

McDonald’s grew quickly to become the world’s  

largest fast-feeder. The fast-food giant now serves more than 68 million  

customers each day through more than 33,000 restaurants in 118 countries,  

racking up system-wide sales of more than $85 billion annually.

In the mid-1990s, however, McDonald’s fortune began to turn. Americans were seeking  healthier eating options.To fix the problem, McDonald tried new products but it failed. McDonald’s and its strategy  

needed to adapt.

In early 2003, McDonald’s announced new strategic blueprint called “Plan to Win”. The mission of this strategic was refocused the company on it’s costumer. No longer satisfied with being  “the world’s best quick-service restaurant,” McDonald’s changed its mission to “being our costumer’s favorite place and way to eat”. In line with the new mission, the company built its Plan to Win around five basic of an exceptional 

costumer experience: people, products, place, price, and promotion. Rather than simply working to provide the cheapest, most convenient meals to costumers, the Plan to Win, along with the seemingly simple shift in mission, motivated McDonald’s and its employee to facus on quality and the overall costumer restaurant experience.

Under the Plan to win, McDonald’s got back to the basic business of taking care customer. The goal was to get “ better, not just bigger”., McDonald’s now pursue  what the industry call  “platform”.

Since announcing its Plan to Win, McDonald’s total restaurant sales have increase by 87 percent, profit have nearly quadrupled, and McDonald’s stock price has tripled. Despite the tough times, from 2008 through the start of 2011, McDonald’s achieved a lofty 12.7 percent compound annual return to investors  

versus the Standard & Poor's average-29 percent.