McDonald’s: McDonald’s is a famous fast food restaurant known in 119 nations around the world because of products and services. The most recognizable brand is the Golden Arches closely followed by the clown character called Ronald McDonald. The company is well known throughout the world because of its products, such as hamburgers and strong branding (Hassan, 2010). The entry of Ray Kroc was one of the historical events for McDonald’s success because of his significant changes and development within the business. For example, Ray Kroc had brought the business outside of California and Arizona and more than 100 restaurants were in operation by 1959 (Hassan, 2010).
McDonald’s is the world’s leading fast food business. Innovation and environmentally sustainability approach of the business is one of the prime aspects at McDonald’s in relation to provide foods and services to the customers throughout the world, including in the UK (Love, 2008). McDonald’s is the world’s largest and biggest fast food chain. McDonald’s was opened by two brothers named Richard and Maurice McDonald in 1937 in California, some scholars have mentioned that McDonald’s first opened in 1940 in California (Gaspar, 2005). And so it was, on 12 December, 1948, that the new revamped McDonald’s Restaurant opened, and Richard McDonald cooked the first McDonald’s hamburger (Gaspar, 2005). Since then the company has been providing fast food items in United States (U.S.) and other international markets.
The values of McDonald’s reflect the approach and practices of customer satisfaction. For example, McDonald’s is committed to doing the right thing from the beginning of the business. The company has been developing and implementing several policies, programs and practices in place that allow the business to use its size and scope to help make a difference because McDonald’s believes what’s good for the business, is good for all of us (McDonald’s, 2012). The author has revealed information from McDonald’s (2012) that shows that customers are the first in the business of McDonald’s. The information also shows that McDonald’s has been adopting most effective and appropriate strategies to offer high-quality products, quicker services in a clean and friendly environment as well as commitment towards the value for money for the customers.
Mckinney (2012) has noted that according to American Consumer Satisfaction Index, McDonald’s has the worst level of customer satisfaction and also noted that all McDonald’s customers are not agreed with the business vision, i.e. I’m lovin it’ of McDonald’s. Mckinney (2012) has mentioned that it is worth noting that the company has made significant improvements since 2004. On the other hand, McDonald’s issued a statement in response: “At McDonald’s, customer satisfaction has, and continues to be, a top priority. We take all customer feedback seriously. Through restaurant evaluations and customer and employee feedback, we are continually evaluating our performance. Our internal and third-party research shows that we continue to make progress in satisfying our customers (McDonald’s, 2012). The company has been carrying out customer satisfaction survey for the purpose of hearing from customer because customer satisfaction is important to the business. The company has been carrying out customer satisfaction survey and the feedback of the customer shared directly with all restaurants to help to make next purchase an excellence experience (McDonald’s, 2012).
Thus, based on the customer satisfaction approach and practice at McDonald’s, it is clear that McDonald’s is one of the most relevant organizations to carry out customer satisfaction in fast food business.