McDonald’s Restaurant Chain’s Undercover Analysis

Company Overview

The corporation was established in 1940 by brothers Dick and Mac McDonald (the first restaurant was opened in San Bernardino, California) in 1948. The American foodservice corporation, the world’s largest fast-food franchise chain. In 2019, 38 885 restaurant chains operated under the McDonald’s trademark, of which 35 085 were franchised. The corporation is included in the Fortune 500 list of the largest US companies (in 2019, 149th place). The company’s headquarters are located in the Chicago suburb of Oak Brook. The success of the corporation is because it is focused on productivity. That is, the company’s employees perform work clearly and quickly due to the fact that there are groups to organize work productivity (McDonald’s Undercover Analysis, 2021).

International Work and Cultural Considerations

The corporation has many restaurants around the world that use the fast-food method to meet customer needs. At the same time, the owners understand that to successfully enter the market in another country is essential to study its cultural aspects. That’s why McDonald’s is trying to research the market and offer important products to the buyer. This can be done by adding new menu products or removing them. In addition, some specific foods may be created for a particular cultural setting. Thus, a regional menu was introduced, which was based on the interpretation of familiar dishes according to client needs (McDonald’s Undercover Analysis, 2021).

The company uses specific ingredients that are popular in certain countries. In Singapore, restaurants offer Nasi Lemak burgers, which are based on the local cuisine of the same name. The chefs combine chicken with the taste of coconut, fried egg, cucumber, and the usual buns with burgers.

Mission Statement and Goals

McDonald’s aims not just to produce food but to meet the requirements of consumers. Therefore, the corporation is always customer-oriented. Moreover, the company supports and builds communities because it is an important place where people can gather and eat meals from McDonald’s. In general, the main goal of the company is to provide clients not only with delicious and quick-service, but also to create positive emotions. McDonald’s values promise: ‘At best, we do not just serve food, we serve moments of well-being, all with a frivolous, unpretentious, hospitable, reliable personality that consumers know and love.’ (McDonald’s Undercover Analysis, 2021). The motto covers most of the company’s goals in the product delivery process.

Leadership and Management

McDonald’s practices an extensive and comprehensive management structure because it has many restaurants in different countries. As a result, the main point for successful operation is a strong cooperative formation. The business allows all McFamily members the opportunity to create customer impressions and participate in one of the world’s largest quick-service chains. It is worth noting that the responsibilities of the CEO include planning a growth strategy for the entire organization and maintaining the correct values throughout the company and its affiliates (McDonald’s Undercover Analysis, 2021). The corporation needs to believe that McDonald’s employees and managers can work together, which will create greater efficiency.

Desired Leadership Qualities

To achieve success, every company needs competent leadership, which will become an example for the employees. McDonald’s is no exception; the brand needs a director who will meet several qualities for further growth. First of all, he must consider different opinions and points of view on the organization’s management. It is necessary to employ and promote more people of color, who will present an alternative point of view on the organizational process and become an opportunity for increase (McDonald’s Undercover Analysis, 2021). Another aspect that requires leadership skills is the environment. Major market players must contribute to climate change mitigation. Management representatives must be well informed about climate-related research and data.

Ethical and Social Responsibilities

Every major enterprise must be socially and ethically accountable for its actions to the community of the world at large. Companies should measure their possible negative impact and mitigate it. Furthermore, they should focus on promoting the positive developments that can be achieved. Improving the social conditions contributes to the business’s longevity and further enhances its public image, making an effort well worth the means expended. The most critical issue in today’s world is the environment and its protection. Some different approaches and measures, including direct actions, prevention, and mitigation, can be taken (McDonald’s Undercover Analysis, 2021). To combat climate change, Mcdonald’s should use some of its funds to support organizations working directly to address the problem.

SWOT Analysis

In terms of strengths, Mcdonald’s is a well-established brand with many stores around the world. Its worldwide presence is supported by its ability to offer a consistent, high-quality, low-cost variety of products. McDonald’s also has a solid brand image, which means that its work is likely to be well-recognized and supported by the community. However, there are some inherent weaknesses in the company and its organization. In particular, the single leadership structure leads to mismanagement and brand depravity. Potential inadequacies in administration can seriously affect operational performance.

Moreover, it is challenging to manage all international divisions while considering the intricacies of cultural and regional differences. Opportunities include further expansion into foreign markets and increasing the number of stores (McDonald’s Undercover Analysis, 2021). The market is increasing, and adapting to customer needs becomes critical to remain competitive. In addition, the threat comes from other restaurants and food chains that offer affordable services because they are targeting the same market as Mcdonald’s.

Undercover Work

The undercover work was aimed at studying the operation and functioning of the McDonald’s restaurant chain. Two regions were chosen for the work: Canada and America. The main findings are that the establishments operate differently, although under the same network. Products, menus, and presentations differ in each region accordingly to the needs of consumers (McDonald’s Undercover Analysis, 2021). It can also be concluded that the employees consider training a crucial part of the process; their work is of high quality and consistent, emphasizing the brand image. It is necessary to make some improvements, optimize the space and adjust the operation of the staff. The place cannot cope with the demand at peak hours, and the building is too crowded.


Cultural considerations, McDonalds and cultural adaptation, n.d. Web.

Emblem, PNGWING, n.d. Web.

Ethical and social responsibilities, FoodBewMedia, n.d. Web.

Leadership and management, Leadership in the McDonald’s organization. n.d. Web.

McDonald’s Undercover Analysis. 2021.

Mission statement and goals, IconApe, n.d. Web.

Organizational management, McDonald’s, n.d. Web.

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