Jump to content

McDonald's

From Alfawiki
McDonald's Corporation
Company typePublic
IndustryFast food
FoundedMay 15, 1940; 86 years ago (1940-05-15) in San Bernardino, California, U.S.
FounderRichard McDonald, Maurice McDonald
Headquarters
Chicago, Illinois
,
United States
Area served
Worldwide
Key people
Steve Easterbrook (CEO, as of 2015)
ProductsHamburgers, cheeseburgers, chicken items, fish dishes, French fries, salads, desserts, soft drinks, coffee (McCafé), breakfast items, plant-based burgers (McPlant)
Number of employees
1.7 million (including franchise employees) (2018)
Websitewww.mcdonalds.com

McDonald's Corporation, operating under the trade name McDonald's, is an American-based multinational fast-food enterprise. As of 2024, it holds the position of the world's second-largest fast-food chain by number of outlets, surpassed only by the Chinese brand Mixue Ice Cream & Tea.

The company was established in 1940 by brothers Richard and Maurice McDonald in San Bernardino, California, initially as a hamburger stand before franchising their concept. The signature Golden Arches emblem was introduced in 1953. In 1955, entrepreneur Ray Kroc joined as a franchise agent and later purchased the business in 1961. Since then, McDonald's has expanded globally, operating more than 40,000 restaurants worldwide, with approximately 25% situated within the United States.

In addition to its food sales, McDonald's derives substantial income from owning nearly 70% of its restaurant properties and 45% of the land beneath them, which it leases to franchise operators. By 2018, it ranked as the world’s second-largest private employer with a workforce of 1.7 million individuals, predominantly employed through franchise locations.

Among its most popular offerings are French fries and Big Mac burgers; the menu also includes cheeseburgers, chicken items, fish dishes, fruit options, and salads. The company has faced scrutiny over issues related to nutrition, animal welfare standards, and labor conditions.

Beginnings

Brothers Richard and Maurice McDonald, with a goal to accumulate $1 million before turning 50, inaugurated the first McDonald's restaurant at 1398 North E Street in San Bernardino, California, on May 15, 1940.

Speedee Service System

In 1948, the McDonald brothers introduced the "Speedee Service System," which revolutionized the fast-food industry by optimizing operations—removing carhops, substituting silverware with paper wrappers, and limiting the menu to nine essential items such as hamburgers and soft drinks. This innovation prioritized speed, affordability, and high throughput, laying the groundwork for McDonald's operational approach.

Mascots

Initially represented by "Speedee," a hamburger-headed chef mascot, McDonald's adopted the Golden Arches as its universal logo in 1962. The clown figure Ronald McDonald was unveiled in 1963 to appeal to children and expand its customer base.

Ray Kroc's Role

The company credits franchising businessman Ray Kroc with its foundation on April 15, 1955. This date marks the opening of the ninth McDonald's outlet overall in San Bernardino, California—a location that was demolished in 1971. Known for his assertive business tactics, Kroc purchased full ownership from the McDonald brothers in 1961 for $2.7 million, paving the way for worldwide growth.

Kroc's takeover signified a major transformation in corporate governance and business strategy that propelled McDonald's into international markets and solidified its status as an emblem of American globalization. The original site was sold in 1998 to Juan Pollo and now features both a McDonald's restaurant and a Route 66 museum commemorating its historical significance within fast food culture.

Developments

In 1994, McDonald's implemented a smoking ban across all of its approximately 1,400 wholly owned restaurants to align with emerging public health policies.

By 2006, the company initiated its "Forever Young" branding campaign by redesigning outlets into café-style environments decorated with terracotta, grey, and olive hues complemented by wooden furnishings. This renovation sought to foster a warmer and more welcoming ambiance aimed at enhancing customer satisfaction while advancing brand modernization efforts.

Throughout the COVID-19 pandemic period, McDonald's adjusted its operations by closing most indoor seating and play areas at U.S. locations and emphasizing drive-through service, curbside pickup, and online delivery options. This strategic shift enabled continued revenue flow amid restrictions and demonstrated adaptability in managing global operations.

Menu

McDonald's primary offerings consist of hamburgers, a variety of chicken dishes, French fries, soft drinks, shakes, breakfast selections, and desserts. In many regions, the menu also includes salad options, vegetarian choices, wraps, and items tailored to local tastes. To maintain customer interest, seasonal products such as the McRib sandwich and the yearly Shamrock Shake for Saint Patrick's Day are regularly introduced. The company often brings back limited-time menu items to boost sales.

Certain U.S. locations feature exclusive products like the Hatch Green Chile Double Cheeseburger, which is only available in New Mexico.

In 2021, McDonald's revised its approach by eliminating value meals and lower-cost items to concentrate on higher-margin products, signaling a shift toward more premium menu selections.

McValue Meal Deal

Launched in 2024, the McValue Meal includes four selections from the McValue menu and is priced at $5. This affordable option is designed to appeal to budget-conscious customers and aims to increase market presence within segments focused on value.

Health Improvements

Beginning in 2015 under CEO Steve Easterbrook’s guidance, McDonald's streamlined its U.S. menu from nearly 200 items to emphasize key products while improving nutritional quality. The company removed high-fructose corn syrup from hamburger buns and substituted artificial preservatives in Chicken McNuggets with natural ingredients like pea starch and powdered lemon juice to align with changing consumer demands.

In September 2018, McDonald's USA announced that seven classic burgers—including the Big Mac and Quarter Pounder with Cheese—would no longer contain artificial preservatives, flavors, or colors, enhancing its position in offering healthier options. Although pickles still have artificial preservatives, customers may choose to exclude them from their orders.

McPlant

In November 2020, McDonald's unveiled the McPlant, a burger made from plant-based ingredients, alongside intentions to broaden its range of meat-free options, including alternatives for chicken and breakfast sandwiches. This launch came after successful trials involving Beyond Meat products.

Building on the McPlant's popularity, McDonald's rolled out the Double McPlant at all locations across the UK and Ireland starting January 2023. By 2024, certain UK restaurants began experimenting with vegan ice cream varieties like Choco Scoop and Strawberry Scoop, which garnered favorable customer responses.

Asia

McDonald's adapts its offerings to suit regional preferences, especially throughout Asia. Many outlets provide soups and local dishes to honor dietary customs—such as avoiding beef in India—and to cater to local tastes, including items like McRice in Indonesia and Ebi (prawn) Burgers in Singapore and Japan. Chinese branches feature fried buns and soybean milk as part of their breakfast selections.

In September 2024, McDonald's collaborated with India's Central Food Technological Research Institute to launch millet-based buns incorporating pearl millet, sorghum, finger millet, proso millet, and paspalum scrobiculatum. These buns offer improved nutritional value by delivering higher levels of calcium, iron, protein, and complex carbohydrates for enhanced fullness.

Europe and New Zealand

Operating as McDo in France, McDonald's presents region-specific products such as macaroons, Croque McDos, croissants, pain au chocolat, and beer. Similarly, beer is included on menus in Germany and other Western European countries. In Greece, the Big Mac is customized with Tzatziki sauce and served inside pita bread to reflect local culinary preferences.

In New Zealand, where McDonald's is colloquially known as "Macca's," the brand utilized its 1996 acquisition of Georgie Pie to reintroduce meat pies until 2020, strengthening its local market presence and broadening its product range.

North America

Within the United States and Canada, McDonald's expanded breakfast options by introducing all-day breakfast menus in 2015 and 2017 respectively after regional testing phases. This approach aimed to boost customer engagement and revenue throughout business hours. However, the all-day breakfast offering was suspended at the start of the COVID-19 pandemic in 2020 due to operational changes.

Types of McDonald's locations and McDonald's subsidies

In the U.S., most standalone McDonald's restaurants provide both counter service and drive-through options, featuring indoor seating and occasionally outdoor seating areas.

In 1994, McDonald's debuted Hearth Express—a prototype concept focusing on homestyle takeout meals such as meatloaf and fried chicken—with a single location in Darien, Illinois. This initiative was discontinued after one year.

McDrive

Known as "McDrive" in numerous countries, the Drive-Thru service includes distinct stations for ordering, payment, and pickup while customers remain inside their vehicles. It was first introduced in Sierra Vista, Arizona in 1975 following precedents set by other fast-food chains. The initial British McDrive opened in Fallowfield, Manchester in 1986.

Certain highway-adjacent McDrive sites operate without indoor counter service or seating arrangements; conversely, urban locations often lack drive-through facilities due to space constraints in densely populated areas. Some downtown outlets provide a "Walk-Thru" option as an alternative to Drive-Thru service.

McCafé

Introduced by McDonald's Australia in Melbourne in 1993, McCafé represents a café-style concept integrated within McDonald's outlets. In 2023, the company phased out three baked goods from the McCafé menu: the apple fritter, blueberry muffin, and cinnamon roll.

McDonald's Next

McDonald's Next presents a modern, open-layout environment featuring "Create Your Taste" digital ordering kiosks, complimentary mobile device charging stations, and table service during evening hours. The inaugural venue debuted in Hong Kong in December 2015, showcasing natural elements such as concrete and raw oak instead of the brand’s usual vibrant color palette.

PlayPlaces

Initially known as outdoor Playlands, McDonald's playgrounds were transitioned indoors and redesigned using softer materials like plastic to address safety concerns. Rebranded as PlayPlaces in 1987, these areas reinforce McDonald's commitment to a family-friendly atmosphere.

McExpress and McStop

Certain McDonald's outlets operate inside fuel stations or convenience stores. McExpress locations provide limited seating and simplified menus, commonly found within shopping malls or Walmart stores. Meanwhile, McStop sites cater specifically to truck drivers and travelers by offering amenities typical of truck stops.

CosMc's

In July 2023, McDonald's unveiled plans for a new fast-food concept called CosMc's, slated for testing at ten locations. The first store opened in December 2023 in Bolingbrook, Illinois, featuring a smaller footprint compared to standard McDonald's restaurants and focusing primarily on coffee and afternoon drink options.

The name is inspired by CosMc, a character from late 1980s to early 1990s McDonaldland advertising campaigns. After expanding with four additional outlets in Texas, McDonald’s announced in May 2025 the closure of all CosMc's locations and the discontinuation of its dedicated app by June. Select beverage flavors from CosMc’s will be trialed at other U.S. McDonald’s restaurants.

Statistics

McDonald’s operates across 120 countries and territories worldwide, serving approximately 68 million customers each day. As of 2023, the global count of locations reached 41,800, with 45,000 employees based in the United States.

The company introduced its on-demand delivery service in 2017 through Uber Eats, expanded to DoorDash in 2019, and incorporated Grubhub at select sites by 2021. Delivery sales comprised up to 3% of total revenue as of 2019.

In that year, total sales from both company-operated and franchised restaurants amounted to $100 billion, accounting for nearly four percent of the $2.5 trillion global restaurant market.

Stock holdings

Concentrating on its flagship brand, McDonald’s divested several chains acquired during the 1990s. It held a majority ownership stake in Chipotle Mexican Grill until October 2006 when it fully exited via stock exchange. The company also owned Donatos Pizza until 2003 and maintained a minor interest in Aroma Café between 1999 and 2001. On August 27, 2007, McDonald’s sold Boston Market to Sun Capital Partners.

McDonald’s has raised shareholder dividends for 25 years consecutively, earning it a place among the S&P 500 Dividend Aristocrats. It is ranked 131st on the Fortune 500 list based on U.S. corporate revenue. However, monthly sales declined for the first time in nine years during October 2012, with quarterly sales also falling in 2014—the first such decrease since 1997.

Financial Impact

Within the United States, drive-through service accounts for 70% of McDonald's total sales. In 2015, the company shuttered 184 locations nationwide, surpassing earlier closure projections and marking its first net decrease in U.S. outlets since 1970. The beginning of 2025 witnessed a 3.6% decline in U.S. revenue, the most significant drop since the peak of the Covid-19 pandemic, coinciding with the introduction of tariffs under President Donald Trump's administration.

Corporate Performance

The following table outlines key financial and operational indicators for McDonald's Corporation as of December 31 each year, illustrating its market footprint and business evolution:

Year Revenue
(billion US$) 		Net Income
(billion US$) 		Total Assets
(billion US$) 		Store Count Employees
(thousands)
2005 19.1 2.6 29.9 447
2006 20.8 3.5 28.9 31,046 465
2007 22.7 2.3 29.3 31,377 390
2008 23.5 4.3 28.4 31,967 400
2009 22.7 4.5 30.2 32,478 385
2010 24.0 4.9 31.9 32,737 400
2011 27.0 5.5 32.9 33,510 420
2012 27.5 5.4 35.3 34,480 440
2013 28.1 5.5 36.6 35,429 440
2014 27.4 4.7 34.2 36,258 420
2015 25.4 4.5 37.9 36,525 420
2016 24.6 4.6 31.0 36,899 375
2017 22.8 5.1 33.8 37,241 235
2018 21.0 5.9 32.8 37,855 210
2019 21.0 "6.0" "47.5" "38,695" "205"
"2020" "19.2" "4.7" "52.6" "39,198" "200"
"2021" "23.2" "7.5" "53.6" "40,031" "200"
"2022" "23.1" "6.1" "50.4" "40,275" "150"
"2023" "25.4" "8.4" "56.1" "41,822" "150"
"2024" "25.9" "8.2" "55.1" "43,477" "150"

This compilation highlights McDonald's enduring international presence and strategic shifts influencing revenue streams and employee numbers over twenty years, emphasizing its strong position in the quick-service restaurant sector alongside ongoing growth efforts aimed at location optimization and enhanced financial results.

Property Holdings

McDonald's possesses ownership of the land beneath numerous restaurant sites, estimated to be worth around $42 billion in total value. Income derived from leasing these properties to franchise operators represents a major component of revenue, having increased by 26% from 2010 to 2015 and accounting for roughly one-fifth of overall earnings by the end of that span. While there were considerations to convert U.S.-based real estate assets into a real estate investment trust (REIT), CEO Steve Easterbrook dismissed this approach in 2015 due to concerns over potential impacts on the company's core business model.

The corporation dedicates resources to franchisee and managerial education through its Hamburger Universities, with campuses located in Oak Brook, Tokyo, London, Sydney, Munich, São Paulo, Shanghai, and Moscow as of 2015.

Internationally, McDonald's expands operations via partnerships with local firms or governmental bodies to bolster its global outreach and market penetration.

Workforce

According to Fast Food Nation by Eric Schlosser (2001), approximately one out of every eight American workers has held employment at McDonald's at some point in their careers. The company encourages employee health by offering stress management advice and promoting vacation time to support well-being improvements. Additionally, McDonald's stands as the largest private operator of playground facilities in the United States and leads in purchasing beef, pork, potatoes, and apples—adapting meat choices to suit cultural preferences in various international markets.


Headquarters

On June 13, 2016, McDonald's revealed plans to move its global headquarters to Chicago's West Loop district. This new 608,000-square-foot building opened on June 4, 2018, occupying the former grounds of Harpo Productions. Prior to this relocation, McDonald's had its headquarters in Oak Brook, Illinois, a location it had used since 1971 after relocating from the Chicago Loop. The Oak Brook site was established on land that once belonged to Paul Butler, the founder of Oak Brook.

Board of directors

As of , the board comprised:

Steve Easterbrook served as McDonald's CEO from 2015 until his dismissal in 2019, succeeding Don Thompson. His termination by the board was due to violations of company policies concerning a relationship with an employee. Following his departure, Chris Kempczinski—previously president of McDonald's USA—was appointed as CEO.

In August 2022, McDonald's announced changes to its board including the retirement of Sheila Penrose, chairperson of JLL Inc. New members appointed were Anthony Capuano (Marriott International), Jennifer Taubert (Johnson & Johnson), and Amy Weaver (Salesforce). These adjustments were unrelated to activist investor Carl Icahn's initiatives.

Ownership

Top ten shareholders of McDonald's as of March 31, 2025
Shareholder name Ownership percentage
The Vanguard Group 9.85%
BlackRock 7.35%
State Street Corporation 4.83%
JP Morgan Chase 5.25%
Geode Capital Management 2.31%
Bank of America 2.08%
Morgan Stanley 2.46%
Wellington Management Company 1.66%
Norges Bank (as of December 31, 2024) 1.31%
Others 66.17%

International influence

McDonald's is widely regarded as an emblem of globalization and is frequently linked to the concept of "McDonaldization" within society. The The Economist magazine employs the "Big Mac Index" as an informal gauge for comparing currency purchasing power parity by analyzing Big Mac prices worldwide. Switzerland holds the distinction for having the highest Big Mac cost, whereas India offers the most affordable option through its Maharaja Mac variant.

Following the closure of its Murmansk outlet in Russia, McDonald's northernmost restaurant is now located in Tromsø, Norway; meanwhile, its southernmost branch can be found in Invercargill, New Zealand.

After Russia's annexation of Crimea in 2014, McDonald's ceased operations there and temporarily shuttered four Moscow locations amid escalating U.S.-Russia tensions and sanctions—although Russian officials denied any political motivation behind these closures. As of August 2014, McDonald's maintained a network of 438 stores throughout Russia.

The company has been acknowledged for elevating service standards in emerging markets; for instance, its entry into Hong Kong in 1975 introduced consistently well-maintained restrooms that helped shape local expectations for cleanliness. Additionally, McDonald's has collaborated with Sinopec, China's second-largest oil company, to develop drive-through outlets that cater to rising automobile usage trends.

International operations

In Beijing, McDonald's collaborates with state-owned enterprises through franchise contracts, with the Beijing Capital Agricultural Group holding ownership of these franchises.

McDonald's has established outlets in distinctive venues, such as a McDonald's and McCafé inside the Louvre museum in France. In India, beginning in 2012, the company opened exclusively vegetarian restaurants in Amritsar to align with regional dietary customs.

In January 2017, McDonald's divested 80% of its franchise rights for mainland China and Hong Kong for $2.08 billion to a consortium comprising CITIC Limited (32%), CITIC Capital (20%), and The Carlyle Group (20%). The CITIC entities formed a joint venture to oversee this investment.

Among innovative service concepts is the "McBoat," a floating restaurant on Hamburg’s Elbe River designed to serve river traffic patrons. In Sweden and the Netherlands, McDonald's rolled out technologically advanced Happy Meal packaging that doubles as VR goggles and interactive McTrax music studios, boosting customer interaction.

Due to geopolitical tensions stemming from the Ukraine conflict, McDonald's withdrew from Russia in March 2022 by closing and selling 850 outlets—accounting for roughly 9% of its global revenue and 3% of operating profit. These locations were acquired by a Russian purchaser and rebranded as Vkusno i tochka; this rebranding also extended to Belarus and later Kazakhstan.

During the Gaza conflict, McDonald's encountered boycotts across Muslim-majority nations after its Israeli branches provided complimentary meals to Israel Defense Forces. To mitigate reputational challenges, McDonald's purchased all 225 Israeli franchises to centralize management and safeguard brand image amid political sensitivities.

Use of technology

Since the late 1990s, McDonald's has employed electronic kiosks to supplant certain employee tasks such as order taking and payment processing. In 1999, "E-Clerks" were piloted in suburban Chicago and Wyoming, Michigan, contributing to labor cost reductions and increased average transaction values.

By 2013, projections indicated that automation would become prevalent in fast food operations, estimating a 92% likelihood that food preparation and service would be automated. By 2016, McDonald's launched "Create Your Taste" kiosks internationally, enabling customers to tailor their orders.

In 2017, McDonald's introduced a mobile application in the U.S. permitting customers to bypass queues by ordering ahead for pickup or drive-thru service, supported by dedicated parking spots at numerous locations.

In September 2019, McDonald's acquired Apprente, an artificial intelligence startup specializing in voice-activated ordering technology for drive-thrus in the United States, advancing its automation initiatives.

Early in 2023, McDonald’s opened its first predominantly automated restaurant in Fort Worth, Texas. This establishment minimizes direct human involvement during ordering and kitchen processes, with staff present solely for support. The absence of seating reflects a strategic shift toward efficiency driven by automation.

Employee grievances

In March 2015, employees at McDonald's locations across 19 U.S. cities submitted 28 complaints to the U.S. Occupational Safety and Health Administration concerning workplace health and safety issues. These grievances cited factors such as inadequate staffing, insufficient protective equipment, poor training, and pressure to maintain rapid work pace as causes of injuries. Among the allegations was that management directed staff to treat burns using condiments like mustard and mayonnaise due to a shortage of proper first aid materials. The labor group Fight for $15 backed these complaints.

The Roosevelt Institute, a progressive think tank, accused certain McDonald's outlets of paying entry-level workers below minimum wage, pointing to widespread wage theft practices.

France

At the McDonald's franchise located in Saint-Barthélémy, Marseille, employees staged an occupation to oppose the planned shutdown of the restaurant. Employing 77 individuals, it ranked as the second-largest private employer in the area, which faced a 30% unemployment rate. Legal counsel representing Kamel Guemari, a union representative there, reported an incident involving an attempted vehicular assault against him in the establishment’s parking area.

South Korea

McDonald's in South Korea compensates part-time workers roughly $5.50 per hour but has been accused of wage underpayment through unpredictable scheduling and delayed salary payments.

United Kingdom

By 2013, zero-hour contracts accounted for 90% of McDonald's workforce in the UK, positioning it as one of the largest private sector users of this employment model. After labor strikes in April 2017, the company introduced fixed contract options for employees. Between 2007 and 2011, low wages in the U.S. fast food industry, including McDonald's, were estimated to contribute approximately $7 billion annually in public welfare costs.

McDonald's received backlash over its McResource employee website, which provided financial advice and stress management tips but was discontinued in December 2013 following negative media attention. The company still offers support via an internal telephone helpline.

In September 2017, strikes occurred at two UK McDonald’s outlets over zero-hour contract disputes, with picket lines established in Crayford and Cambridge that received support from then Opposition Leader Jeremy Corbyn.

Criticism

McDonald's has been subject to scrutiny concerning the health effects of its products, its treatment of employees, and various business practices.

Eric Schlosser’s 2001 book Fast Food Nation raised issues surrounding McDonald’s political lobbying efforts and its marketing tactics aimed at children.

Nutrition

In 1990, activists from London Greenpeace challenged McDonald’s environmental policies, health standards, and labor practices, culminating in the protracted "McLibel case" focused on libel accusations.

Morgan Spurlock’s 2004 film Super Size Me associated McDonald’s food with increasing obesity rates and criticized the company’s lack of nutritional transparency. Shortly thereafter, McDonald’s eliminated its super size menu option and introduced an adult version of the Happy Meal.

Responding to public demands for healthier choices, McDonald’s expanded its menu options accordingly. In May 2008, it announced a plan to remove trans fats from cooking oils used in U.S. and Canadian locations by 2018 by switching to canola-based oils for fries and baked items. The company also adopted the recruitment tagline: "Not bad for a McJob."

Animal welfare

McDonald's has been criticized for its reliance on rapidly growing, intensively farmed chicken varieties that are susceptible to welfare problems such as bone fractures and cardiac issues. These concerns emphasize difficulties within the company's supply chain regarding the humane treatment of animals.

With an annual purchase exceeding 2 billion eggs—approximately 4% of U.S. egg production—McDonald's transition to cage-free eggs has had a considerable impact on the egg market, mirroring consumer demand for enhanced living standards for hens. In Australia, McDonald's committed in 2014 to eliminate the use of battery cage eggs by 2017, a goal it successfully met by 2018.

The corporation has also been the target of animal rights protests; notably, in 2021, Animal Rising obstructed four distribution hubs in the UK, leading to food shortages while drawing attention to alleged animal welfare violations within McDonald's supply chain. These incidents highlight ongoing examination of McDonald's ethical sourcing and corporate accountability practices.

Legal cases

McDonald's has been involved in numerous legal disputes, predominantly concerning trademark conflicts, frequently contesting other food establishments employing "Mc" or "Mac" in their branding.

European Union

In April 2017, the Irish fast-food company Supermac's petitioned the EU Intellectual Property Office to revoke McDonald's EU trademarks, accusing McDonald's of "trademark bullying" by registering dormant brand names to hinder competitors. The EUIPO ruled in favor of Supermac's, annulling trademarks including "Big Mac" and several "Mc"-related marks due to McDonald's inability to demonstrate genuine usage.

Burger King took advantage of this decision by introducing product names parodying the "Big Mac" to satirize McDonald's.

In 2023, following McDonald's submission of substantial additional evidence, the EUIPO partially reversed its previous ruling. Nonetheless, in 2024, the European Court of Justice determined that McDonald's failed to establish trademark use for the Big Mac in connection with chicken products or restaurant services, allowing Supermac's and others to utilize "Mac" in business and poultry product names across Europe. McDonald's continues to hold exclusive rights to the Big Mac trademark solely for beef burgers.

Separately, French authorities initiated criminal tax fraud investigations against McDonald's but concluded these proceedings with a settlement in July 2022.

Malaysia

In 2009, McDonald's Malaysia lost a legal battle attempting to prevent another eatery from using the name McCurry when the Federal Court ruled against them. In 2016, McDonald's mandated that only halal-certified cakes be sold at its Malaysian locations, reinforcing its alignment with local cultural preferences.

United Kingdom

The UK's longest-running lawsuit involving McDonald's was the McLibel trial, which lasted a decade and featured testimony from 130 witnesses. The European Court of Human Rights found that the company's disproportionate resources impaired defendants' freedom of expression, resulting in a significant public relations setback.

From 2018 through 2023, more than 50 employees lodged harassment claims against McDonald's UK, prompting the company to introduce anti-harassment training programs. A BBC investigation in 2023 uncovered persistent issues including sexual assault, harassment, racism, and bullying within UK branches. By January 2025, over 700 young workers had filed lawsuits alleging widespread harassment and discrimination at upwards of 450 restaurants. Although McDonald's terminated 29 employees for sexual misconduct in 2023 and established a dedicated investigative unit, unions criticized these measures as inadequate. Reports detailed instances of homophobia, inappropriate sexual behavior, and physical abuse by managerial staff. Similar concerns were voiced in 2019 by the Bakers, Food and Allied Workers Union, which reported over 1,000 harassment cases involving female employees.

In March 2025, the Equality and Human Rights Commission issued warnings to all 1,400 UK McDonald’s outlets to adhere to legal obligations or face enforcement actions.

In June 2025, McDonald’s attempted to prevent Irish chain Supermac’s from expanding into the UK market through IPO trademark litigation after failing in similar efforts within the EU during 2024.

United States

The 1994 lawsuit Liebeck v. McDonald's Restaurants brought attention to McDonald's practice of serving coffee at temperatures that caused severe third-degree burns, necessitating hospitalization and skin graft procedures. Initially, the plaintiff Stella Liebeck was awarded $2.86 million, which was subsequently lowered to $640,000.

In 2019, McDonald's encountered legal action over allegations of sexual harassment in the workplace and claims of a "toxic" work culture.

More recently, in 2023, the United States Department of Labor imposed fines totaling $289,572 on McDonald's franchisees for violations related to child labor laws. These infractions involved more than 380 minors across Kentucky, Louisiana, and Texas, including children as young as 10 years old. The violations spanned multiple franchise locations and attracted regulatory examination into McDonald's labor compliance.

Marketing and advertising

For many years, McDonald's has maintained a broad advertising presence through mediums such as television, radio, print newspapers, billboards, and signage. The company sponsors prominent sporting events like the FIFA World Cup and Olympic Games, reinforcing its international brand visibility. Television advertising remains a cornerstone of its promotional efforts. Throughout its history in the U.S., McDonald's has utilized 23 distinct slogans, alongside additional taglines customized for various global markets.

Children's advertising

McDonald's focuses on engaging children by incorporating playgrounds, interactive games, and toys into its offerings, with Happy Meals serving as a key tool to encourage family visits and foster brand loyalty.

Sports

In 1992, basketball icon Michael Jordan became the first celebrity to have a McDonald's value meal named after him—the "McJordan"—which was sold exclusively in Chicago-area restaurants. This exclusivity generated increased local demand and heightened brand excitement.

LeBron James acted as a spokesperson for McDonald’s from 2003 until 2017 while simultaneously endorsing Coca-Cola's Sprite brand, illustrating McDonald’s strategic use of prominent athletes to enhance market influence.

In January 2025, WNBA star Angel Reese became the first female athlete to collaborate with McDonald’s by introducing the Angel Reese Special meal. This partnership underscores McDonald’s evolving marketing approach towards inclusivity and appealing to diverse audiences. The promotion referenced Reese’s consistent double-double performances on the court.

Additionally, McDonald's serves as the title sponsor for the McDonald's All-American Game, attracting enthusiasts, college recruiters, and NBA executives—thereby strengthening its foothold in youth sports marketing and talent scouting.

Music

In September 2020, McDonald’s teamed up with rapper Travis Scott to introduce the nationwide "Travis Scott Meal," accompanied by new employee uniforms and Cactus Jack-branded merchandise featuring retro McDonald’s imagery. Building on this success, the company partnered with reggaeton artist J Balvin to launch the "J Balvin Meal."

In 2021, McDonald’s expanded this celebrity meal concept internationally by collaborating with Korean boy band BTS to release the "BTS Meal" across 50 countries starting May 26.

Space exploration

McDonald's considered a promotional partnership with NASA for a proposed mission to asteroid 449 Hamburga; however, the spacecraft project was eventually discontinued.

Sponsorship in NASCAR

McDonald's made its debut in the NASCAR Cup Series in 1977 by sponsoring Richard Childress for a single event. Starting in 1993, the company became the primary sponsor of the No. 27 Ford fielded by Junior Johnson & Associates, initially driven by Hut Stricklin, who was succeeded by Jimmy Spencer in 1994, resulting in two victories. From 1995 to 2001, McDonald's shifted its support to Bill Elliott's No. 94 Ford team, followed by a short-term sponsorship of PPI Motorsports' No. 96 Ford before withdrawing from NASCAR until 2004.

Between 2004 and 2010, McDonald's provided part-time sponsorship to Evernham Motorsports, backing various drivers such as Elliott, Kasey Kahne, and Reed Sorenson. Its most enduring collaboration began in 2010 with Chip Ganassi Racing (CGR), sponsoring Jamie McMurray's No. 1 Chevrolet until his final competition at the 2019 Daytona 500.

Following that period, McDonald's sponsored CGR's No. 42 car driven by Kyle Larson until his suspension in 2020. The brand also supported Richard Petty Motorsports' No. 43 Chevrolet piloted by Bubba Wallace for select events during 2019 and 2020. In 2021, McDonald's maintained its backing of CGR's No. 42 with driver Ross Chastain and became a founding sponsor of Wallace's newly established team, 23XI Racing.

Charity

McHappy Day serves as McDonald's annual fundraising campaign, dedicating a portion of sales proceeds to Ronald McDonald House Charities (RMHC). In Australia alone, the event raised $20.4 million in 2009 and aimed to reach $20.8 million in 2010.

RMHC manages over 260 chapters worldwide, providing assistance to families seeking medical treatment across more than 60 countries. In 2022, contributions from McDonald's, its franchisees, and customers exceeded $182 million for RMHC.

In a notable instance from 1995, St. Jude Children's Research Hospital benefited from a $1 million prize won through a McDonald's Monopoly game piece that was anonymously donated and subsequently verified by McDonald's and independent auditors.

Future plans

By the year 2027, McDonald's intends to open an additional 900 locations within the United States and more than 10,000 internationally, aiming for a global total of approximately 50,000 restaurants.

The corporation has pledged to eradicate deforestation from its worldwide supply chain by 2030 concerning beef and other key commodities while targeting net-zero carbon emissions by mid-century.

The "Digitizing the Arches" program encompasses a collaboration with Google to implement automation in restaurants through artificial intelligence and Google Cloud services. McDonald's aims to expand its loyalty program from 150 million to 250 million active members and increase digital ordering so that it accounts for 30% of delivery transactions via its app by 2027.

See also

Further reading

  • Ashenfelter, Orley, and Štěpán Jurajda. "Minimum Wages, Wages, and Price Pass-Through: The Case of McDonald's Restaurants." Journal of Labor Economics 40.S1 (2022): S179-S201.
  • Bryman, Alan. "McDonald's as a Disneyized institution: Global implications." American Behavioral Scientist 47.2 (2003): 154–167.
  • Derdak, Thomas and Jay P. Pederson, editors. "McDonald's." In International directory of company histories, 3rd edition, St. James Press, 2004, pp.108–109.
  • Eckhardt, Giana M., and Michael J. Houston. "Cultural paradoxes reflected in brand meaning: McDonald's in Shanghai." Journal of International Marketing 10.2 (2002): 68–82.
  • Evans, Stephen. "McDonald's: The journey to health." BBC News, April 20, 2004.
  • Horovitz, Bruce. "McDonald's testing seasoned fries." USA Today, May 8, 2014.
  • Kincheloe, Joe L. The sign of the burger: McDonald's and the culture of power. Temple University Press, 2002.
  • Kottak, Conrad P. "Rituals at McDonald's." Journal of American Culture 1.2 (1978): 370–376.
  • Kroc, Ray. Grinding It Out: The Making of McDonald's, 1977.
  • Langert, Bob. The battle to do good: Inside McDonald's sustainability journey (2019).
  • Livesey, Sharon M. "McDonald's and the Environmental Defense Fund: A case study of a green alliance." Journal of Business Communication 36.1 (1999): 5–39.
  • Love, John F. McDonald's: Behind The Arches (1995).
  • Napoli, Lisa. Ray & Joan: The Man Who Made the McDonald's Fortune and the Woman Who Gave It All Away. 2016.
  • Ram, Uri. "Glocommodification: How the global consumes the local--McDonald's in Israel." Current Sociology 52.1 (2004): 11–31.
  • Royle, Tony. Working for McDonald's in Europe: the unequal struggle (Routledge, 2004).
  • Schlosser, Eric. Fast Food Nation: The Dark Side of the All-American Meal (2001).
  • Smith, Andrew F., editor. Encyclopedia of Junk Food and Fast Food (2006).
  • Tien, Nguyen Hoang. "Customization and Standardization of Business Strategy in Vietnam–the McDonald's Case." International Journal of Research in Marketing Management and Sales 1.2 (2019): 44–50.
  • Vignali, Claudio. "McDonald's: 'Think global, act local' – the marketing mix." British Food Journal (2001).
  • Watson, James L., editor. Golden Arches East: McDonald's in East Asia (Stanford University Press, 2006).

External links

Retrieved from "https://www.alfawiki.org/index.php?title=McDonald%27s&oldid=8900"