KFC

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Kentucky Fried Chicken (KFC)

Type Industry

Wholly owned subsidiary Restaurants 1930 (original) (North Corbin, Kentucky) 1952 (franchise) (South Salt Lake, Utah) Harland Sanders Louisville, Kentucky, United States Roger Eaton, President

Founded

Founder(s) Headquarters

Key people

Harvey R. Brownlea, COO James O'Reilly, VP for Marketing Fried chicken, grilled chicken, related Southern foods US$520.3 million (2007)[1]

Products

Revenue

Employees Parent Website

24,000 (2007)[1] Yum! Brands www.KFC.com

KFC, founded and also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky, United States. KFC has been a brand and operating segment, termed a concept of Yum! Brands since 1997 when that company was spun off from PepsiCo as Tricon Global Restaurants Inc. KFC primarily sells chicken pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also offers a line of grilled and roasted chicken products, side dishes and desserts. Outside the USA, KFC offers beef based products such as hamburgers or kebabs, poutine, pork based products such as ribs and other regional fare. The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952, though the idea of KFC's fried chicken actually goes back to 1930. Although Sanders died in 1980, he remains an important part of the company's branding and advertisements, and "Colonel Sanders" or "The Colonel" is a metonym for the company itself. The company adopted KFC, an abbreviated form of its name, in 1991. Starting in April 2007, the company began using its original name, Kentucky Fried Chicken, for its signage, packaging and advertisements in the U.S. as part of a new corporate re-branding program; Newer and remodeled restaurants will adopt the new logo and name, while older stores will continue to use the 1980s signage. Additionally, Yum! continues to use the abbreviated name freely in its advertising.

Contents
[hide]

1 History 2 Recipe 3 Products

3.1 Packaging 3.2 Menu items

3.2.1 Chicken 3.2.2 Other products 3.2.3 Side Dishes 3.2.4 Discontinued products 3.2.5 Nutritional value

4 Advertising 5 Reception

5.1 Environmental concerns 5.2 Trademark disputes 5.3 Animal rights 5.4 Dispute over ingredients

6 International operations 7 See also 8 References 9 External links

History

The restaurant in North Corbin, Kentucky where Colonel Sanders developed Kentucky Fried Chicken

The first KFC restaurant, situated in South Salt Lake, Utah and since replaced by a new KFC on the same site Born and raised in Henryville, Indiana, Sanders passed through several professions in his lifetime.[2] Sanders first served his fried chicken in 1930 in the midst of the Great Depression at a gas station he owned in North Corbin, Kentucky. The dining area was named Sanders Court & Caf and was so successful that in 1935 Kentucky Governor Ruby Laffoon granted Sanders the title of honorary Kentucky Colonel in recognition of his contribution to the state's cuisine. The following year Sanders expanded his restaurant to 142 seats, and added a motel he bought across the street.[3] When Sanders prepared his chicken in his original restaurant in North Corbin, he prepared the chicken in an iron skillet, which took about 30 minutes to do, too long for a restaurant operation. In 1939, Sanders altered the cooking process for his fried chicken to use a pressure fryer, resulting in a greatly reduced cooking time comparable to that of deep frying.[4] In 1940 Sanders devised what came to be known as his Original Recipe.[5] The Sanders Court & Caf generally served travelers, often those headed to Florida, so when the route planned in the 1950s for what would become Interstate 75 bypassed Corbin, he sold his

properties and traveled the U.S. to sell his chicken to restaurant owners. The first to take him up on the offer was Pete Harman in South Salt Lake, Utah; together, they opened the first "Kentucky Fried Chicken" outlet in 1952.[6] By the early 1960s, Kentucky Fried Chicken was sold in over 600 franchised outlets in both the United States and Canada. One of the longestlived franchisees of the older Col. Sanders' chicken concept, as opposed to the KFC chain, was the Kenny Kings chain. The company owned many Northern Ohio diner-style restaurants, the last of which closed in 2004. Sanders sold the entire KFC franchising operation in 1964 for $2million USD, equal to $14,161,464 today.[7] Since that time, the chain has been sold three more times: to Heublein in 1971, to R.J. Reynolds in 1982 and most recently to PepsiCo in 1986, which made it part of its Tricon Global Restaurants division, which in turn was spun off in 1997, and has now been renamed to Yum! Brands. In 2001, KFC started tests in Austin, Texas restaurants of "Wing Works" chicken wing line sold with one of a few flavored sauces. Also, KFC hired a consultant to develop a breakfast menu.[8] Additionally, Colonel Sanders' nephew, Lee Cummings, took his own Kentucky Fried Chicken franchises (and a chicken recipe of his own) and converted them to his own "spin-off" restaurant chain, Lee's Famous Recipe Chicken.

Recipe
The recipe of 11 herbs and spices used by KFC in preparation of their chicken remains a trade secret.[9][10] Portions of the secret spice mix are made at different locations in the United States, and the only complete, handwritten copy of the recipe is kept in a vault in corporate headquarters.[11] On September 9, 2008, the one complete copy was temporarily moved to an undisclosed location under extremely tight security while KFC revamped the security at its headquarters. Before the move, KFC disclosed[12] that the recipe, which includes exact amounts of each component, is written in pencil on a single sheet of notebook paper and signed by Sanders.[13] It was locked in a filing cabinet with two separate combination locks. The cabinet also included vials of each of the 11 herbs and spices used. Only two unnamed executives had access to the recipe at any one time. [14] One of the two executives said that no one had come close to guessing the contents of the secret recipe, and added that the actual recipe would include some surprises. On February 9, 2009, the secret recipe returned to KFC's Louisville headquarters in a more secure, computerized vault[15] guarded by motion detectors and security cameras. Reportedly, the paper has yellowed and the handwriting is now faint.[13] In 1983, writer William Poundstone examined the recipe in his book Big Secrets. He reviewed Sanders' patent application, and advertised in college newspapers for present or former employees willing to share their knowledge.[16] From the former he deduced that Sanders had diverged from other common fried-chicken recipes by varying the amount of oil used with the amount of chicken being cooked, and starting the cooking at a higher temperature (about 400 F (200 C)) for the first minute or so and then lowering it to 250 F (120 C) for the remainder of the cooking time. Several of Poundstone's contacts also provided samples of the seasoning mix, and a food lab found that it consisted solely of sugar, flour, salt, black pepper and monosodium glutamate (MSG). He concluded that it was entirely possible that, in the years since Sanders sold the chain, later owners had begun skimping on the recipe to save costs.[17][18][19] Following his buyout in 1964, Colonel Sanders himself expressed anger at such changes, saying:

That friggin' ... outfit .... They prostituted every goddamn thing I had. I had the greatest gravy in the world and those sons of bitches-- they dragged it out and extended it and watered it down that I'm so goddamn mad![18][19] Ron Douglas, author of the book America's Most Wanted Recipes, also claims to have figured out KFC's secret recipe.[20]

Products
Packaging
The famous paper bucket that KFC uses for its larger sized orders of chicken and has come to signify the company was originally created by Wendy's restaurants founder Dave Thomas. Thomas was originally a franchisee of the original Kentucky Fried Chicken and operated several outlets in the Columbus, Ohio area. His reasoning behind using the paper packaging was that it helped keep the chicken crisp by wicking away excess moisture. Thomas was also responsible for the creation of the famous rotating bucket sign that came to be used at most KFC locations in the US.[21]

Menu items
Chicken

KFC's specialty is fried chicken served in various forms. KFC's primary product is pressurefried pieces of chicken made with the original recipe. The other chicken offering, extra crispy, is made using a garlic marinade and double dipping the chicken in flour before deep frying in a standard industrial kitchen type machine. Kentucky Grilled Chicken This marinated grilled chicken is targeted towards healthconscious customers. It features marinated breasts, thighs, drumsticks, and wings that are coated with seasonings before being grilled. It has less fat, calories, and sodium than the Original Recipe fried chicken.[22] Introduced in April 2009 and was adapted mid-2011 in the UK as the "Brazer". KFC has two lines of burgers or sandwiches: its "regular" chicken sandwiches/burgers and its Snackers line. The regular sandwiches/burgers are served on either a sesame seed or corn dusted roll and are made from either whole breast fillets (fried or roasted), chopped chicken in a sauce or fried chicken strips. The Snackers line are cheaper items that consist of chicken strips and various toppings. These are known as "burgers" in most countries and "sandwiches" in the United States. There is the chicken fillet burger (a chicken breast fillet coated in an original-recipe coating with salad garnish and mayonnaise) and a Zinger Burger (as with the former but with a spicier coating and salsa). Both of these are available as "tower" variants in some locations, which include a slice of cheese and a hash brown.

KFC considers its Double Down product a sandwich or burger in spite of containing no bread.

A variety of finger foods, including chicken strips, wings, nuggets, and popcorn chicken, and potato wedges, are served with various sauces. Several pies have been made available from KFC in some locations. The Pot Pie is a savory pie made with chicken, gravy and vegetables. In the second quarter of 2006, KFC introduced its variation on Shepherd's pie called the Famous Bowl, known simply as the Chicken Bowl outside the US. Served in a plastic bowl, it is layered with mashed potatoes or rice, gravy,

corn, popcorn chicken, and cheese, and is served with a biscuit. The bowl had been available at KFC's special test market store in Louisville since the third quarter of 2005.

The KFC Twister is a wrap that consists of either chicken strips or roasted chicken, tomato, lettuce and (pepper) mayonnaise wrapped in a tortilla. In Europe, the Twister is sold in two varieties: 1) the Grilled Twister (chicken strips),[23][24][25] and 2) the Grilled Mexican twister/Spicy Toasted Twister (UK) (chicken breast supplemented by tortilla chips and salsa, UK: adds only salsa to pepper mayonnaise),[26][27][28] KFC Fillers are a 9 in (23 cm) sub, available in four varieties over the summer period in Australia. Shish kebab in several markets KFC sells kebabs. Kentucky Barbecued Chicken barbecued chicken dipped in the original recipe Wrapstar is a variant of the KFC Twister, consisting of chicken strips with salsa, cheese, salad, pepper mayonnaise and other ingredients, contained in a compressed tortilla.[29][30]

Other products

Coleslaw

In some locations, KFC may sell hamburgers, pork ribs or fish. In the U.S., KFC began offering the Fish Snacker sandwich during Lent in 2006. The Fish Snacker consists of a rectangular patty of Alaskan Pollock on a small bun, and is the fifth KFC menu item in the Snacker category.[31] Some locations also may sell KFC 'Mashies' balls of mashed potato cooked in original recipe batter[32] Three types of salads (which can be topped with roasted or fried chicken) are available at KFC in the United States: Caesar, house, and BLT salads. The Boneless Banquet Zinger Burger A regular sized burger which consists of a spicy chicken fillet with lettuce and mayonnaise in a burger bun. Cheese, tomato, bacon and pineapple can be added upon request in some locations. Barbecue sauce can also replace/join the mayonnaise in some locations. Chili Cheese Fries[33] By 2007, 2 former KFC/A&W Restaurants locations in Berlin and Cologne, Germany had reverted to KFC-only locations and the third location in Garbsen (by

Hannover) was closed in 2005. The only remnant from the former A&W menu are the Chili Cheese Fries which were added to the systemwide KFC Germany menu.

Parfait desserts "Little Bucket Parfaits" in varieties such as Fudge Brownie, Chocolate Crme (once called the Colonel's Little Fudge Bucket), Lemon Crme and Strawberry Shortcake are available at most locations in the US.[34] Kentucky Nuggets - a chicken nugget product available at KFC from December 1984. It is still sold in New Zealand (as "Chicken Nuggets") and Australia, but has been discontinued in some other countries (e.g. Canada) since 1996. Sara Lee Desserts Available in either Cookies and Cream Cheesecake or Choc Caramel Mousse in some locations. Krushers, available in Australia, India, New Zealand and South Africa. These are drinks containing "real bits". They include "classic krushers", "smoothie krushers" and "fruit krushers". Some outlets are now equipped with "Krushbars" to serve these drinks. In the U.K., Krushers are known as Krushems. Pastel de nata - varieties of the Portuguese Egg Tart is offered in several Asian locations. Other than fried chicken, many KFC restaurants serve side dishes like coleslaw, various potato-based items (including potato wedges [formerly known as Kentucky Fries], french fries and mashed potatoes with gravy), biscuits, baked beans, macaroni and cheese, macaroni salad, rice, steamed vegetables and corn on the cob. The Colonel's Rotisserie Gold This product was introduced in 1993 as a response to the Boston Market chain's roasted chicken products, and a healthier mindset of the general public avoiding fried food. Purportedly made from a "lost" Col. Sanders recipe, it was sold as a whole roaster or a half bird. It is unknown as to whether or not Col. Sanders really had anything to do with developing the recipe, however, according to one of Sanders' daughters, he did tinker with a rotisserie product at one time.[35] Tender Roast Chicken This product was an offshoot of "The Colonel's Rotisserie Gold". Instead of whole and half birds, customers were given quarter roasted chicken pieces. For a time, customers could request chicken "original", "Extra Tasty Crispy", or "Tender Roast". Chicken Little sandwich a value oriented sandwich that sold for US$0.39[36] in the U.S. during the late 1980s and early 1990s. It was a small chicken patty with mayonnaise on a small roll, similar to White Castle's mini chicken sandwich.[37] Extra Tasty Crispy (ETC) Chicken much like the Extra Crispy served today, except ETC was prepared using chicken that had been soaking for 15 minutes in a special marinade machine. There is some speculation that the marinade may have been made with trans-fats, [citation needed] and KFC confesses to no longer use trans-fats in their chicken, the known ingredients were garlic and chicken stock. In the summer of 2007, KFC started marketing the chicken just as "Extra Crispy" without the marinade. Smokey Chipotle Introduced in April 2008. The chicken was dipped in chipotle sauce then doubled breaded and fried. It has been discontinued since August 2008.

Side Dishes

Discontinued products

Nutritional value

KFC has used partially hydrogenated oil in its fried foods. This oil contains relatively high levels of trans fat, which increases the risk of heart disease. In the United States, the Center for Science in the Public Interest (CSPI) filed a court case against KFC with the aim of making it use other types of oils or make sure customers know about trans fat content immediately before they buy food. In October 2006, KFC said it would begin frying its chicken in trans fat-free oil (<0.5g per serving) in the United States. This would also apply to their potato wedges and other fried foods, however, the biscuits, macaroni and cheese, and mashed potatoes would still contain trans fat. Trans fat-free soybean oil was introduced in all KFC restaurants in the U.S. by April 30, 2007, and CSPI dropped its lawsuit. However, outside the United States the company has continued to use other types of oil that have drawn criticism over their health effects. In Australia, KFC was reported to be using palm oil with up to 1 per cent trans-fat and 52 per cent saturated fat content as late as 2007, after restaurants in the United States had changed to trans-fat free oil.[38]

Advertising

KFC's logo used from 1997 until November 2006 Despite his death in 1980, Sanders remains a key symbol of the company in its advertising and branding. Early television advertisements for KFC regularly featured Sanders licking his fingers and talking to the viewer about his secret recipe, and by the 1960s both the Colonel and the chain's striped bucket had become well-known. The bucket as product placement can be seen in the hands of both Annette Funicello and Dwayne Hickman in 1965's How to Stuff a Wild Bikini, and was also featured prominently in the 1968 Peter Sellers vehicle, The Party. KFC itself was featured in 1980's Superman II. The Colonel made appearances as himself in Jerry Lewis's The Big Mouth (1967), Herschell Gordon Lewis' Blast-Off Girls (1967) and Al Adamson's Hell's Bloody Devils (1970), as well as an appearance in 1968 on Rowan & Martin's Laugh-In. Before he became a platinum-selling pop star in the 1970s, Barry Manilow sang the commercial jingle "Get a Bucket of Chicken",[39] which was later included on Barry Manilow Live as part of "A Very Strange Medley."

Throughout the mid 1980s, KFC called on Will Vinton Studios to produce a series of humorous, claymation ads. These most often featured a cartoon-like chicken illustrating the poor food quality of competing food chains, mentioning prolonged freezing and other negative aspects.[40] TV ads also featured Foghorn Leghorn advising Henery Hawk to visit the restaurant for better chicken. In the 1980s, KFC was an associate sponsor for Junior Johnson's NASCAR Winston Cup Series cars, with such drivers as Darrell Waltrip, Neil Bonnett, and Terry Labonte. A 1982 episode of Little House on the Prairie titled "Wave of the Future" featured a character presumed to be Col. Sanders offering Harriet Oleson a fried chicken franchise (perhaps a subliminal advertisement for KFC), but his character was credited as "Bearded Man" for legal reasons. This subplot was an anachronism as Sanders had not yet been born at the time the episode was set (the late 19th century). In 1997, KFC briefly re-entered the NASCAR Winston Cup Series as sponsor of the No.26 Darrell Waltrip Motorsports Chevrolet with driver Rich Bickle at the Brickyard 400.

A co-branded Long John Silver's and KFC By the late 1990s, the stylized likeness of Colonel Sanders as the KFC logo had been modified. KFC ads began featuring an animated version of "the Colonel" voiced by Randy Quaid with a lively and enthusiastic attitude. He would often start out saying "The Colonel here!" and moved across the screen with a cane in hand. The Colonel was often shown dancing, singing, and knocking on the TV screen as he spoke to the viewer about the product.

A KFC Take-away Trailer located in Sargodha, Pakistan

The animated Colonel is uncommon today. Still using a humorous slant, the current KFC campaign revolves mostly around customers enjoying the food. It also features a modified version of Lynyrd Skynyrd's "Sweet Home Alabama" as the theme song for practically all its commercials, though the restaurant actually hails from Kentucky. In 2006, KFC claimed to have made the first logo visible from outer space, though Readymix has had one since 1965.[41][42] KFC says "It marked the official debut of a massive global re-image campaign that will contemporize 14,000-plus KFC restaurants in over 80 countries over the next few years." The logo was built from 65,000 one-foot-square tiles, and it took six days on site to construct in early November. The logo was placed in the Mojave Desert near Rachel, Nevada.[43] It is located in the northern section of Rachel, Nevada at 373846N 1154503W / 37.6460N 115.7507W / 37.6460; -115.7507 (KFC logo), a few miles from the eastern border of Area 51. Many KFC locations are co-located with one or more of Yum! Brands restaurants, Long John Silver's, Taco Bell, Pizza Hut, or A&W Restaurants. Many of these locations behave like a single restaurant, offering a single menu with food items from both restaurants.[44]

Revival of Kentucky Fried Chicken old logo One of KFC's latest advertisements is a commercial advertising its "wicked crunch box meal". The commercial features a fictional black metal band called "Hellvetica" performing live, the lead singer then swallows fire. The commercial then shows the lead singer at a KFC eating the "wicked crunch box meal" and saying "Oh man that is hot". Commercials in the early 2000s tried to imply that the abbreviation stands for Kitchen Fresh Chicken.[45] In 2007, the original, non-acronymic Kentucky Fried Chicken name was resurrected and began to reappear on company marketing literature and food packaging, as well as some restaurant signage. In 2010, an advertisement was shown in Australia showing an Australian cricket fan giving West Indies fans KFC chicken to keep them quiet. The ad sparked a debate over racism in the ad, suggesting that all black people eat fried chicken. Fried chicken was eaten by black slaves[citation needed] because it was cheap and easy to make. Though KFC stated that it was "misinterpreted by a segment of people in the US",[46] the ad was later pulled from TV. However, several Australian commentators have expressed the opinion that the ad is not racist, because this is not a racial stereotype in Australia and the cricket fans in the ad are not African American, but West Indies cricket supporters (the West Indies cricket team was playing a Test cricket series against the Australian cricket team at the time of the ad).[47][48] Also in 2010, Yum! signed a naming rights deal with the Louisville Arena Authority for Louisville's new downtown arena, which opened on October 10 of that year as the KFC Yum! Center.

Reception
Environmental concerns

KFC in the US has been accused by Greenpeace of a large destruction of the Amazon Rainforest, because the supply of soy used for chicken food that KFC receives from Cargill has been traced back to the European KFC. Cargill has reportedly been exporting soy illegally for several years. [49] The Greenpeace organization researched the issue and brought it to the attention of the parent company YUM! Brands, Inc. The parent company denied the illegal operation, and said that their supply of soy is grown in parts of Brazil.[49] Greenpeace has called on KFC to stop purchasing soy from Cargill, to avoid contributing to the destruction of the Amazon.[49][50]

Trademark disputes
In 1971, Sanders sued Heublein Inc., KFC's parent company at the time, over the alleged misuse of his image in promoting products he had not helped develop. In 1975, Heublein Inc. unsuccessfully sued Sanders for libel after he publicly referred to their gravy as "sludge" with a "wallpaper taste".[51] In May 2007, KFC (Great Britain) requested that Tan Hill Inn, in the Yorkshire Dales, North Yorkshire, United Kingdom refrain from using the term 'Family Feast' to describe its Christmas menu,[52] although this problem was quickly resolved with the pub being allowed to continue use of the term.[53]

Animal rights

Protesters demonstrating outside a KFC restaurant in Royal Oak, Michigan Since 2003, animal rights and welfare organizations, led by People for the Ethical Treatment of Animals (PETA), have been protesting KFCs treatment of the animals used for its products. These groups claim that the recommendations of the KFC Animal Welfare Advisory Council have been ignored.[54] Adele Douglass, a former member of the council, said in an SEC filing reported on by the Chicago Times, that KFC "never had any meetings. They never asked any advice, and then they touted to the press that they had this animal-welfare advisory committee. I felt like I was being used."[55][56] KFC responded by saying the chickens used in its products are bought from suppliers like Perdue Farms, Tyson Foods, and Pilgrim's Pride, and that these suppliers are routinely monitored for animal welfare violations.[57] Several PETA undercover investigations and videos of these and other KFC suppliers purporting to show chickens being beaten, ripped apart, and thrown against walls contradict KFCs claims.[58] PETA has criticised some of the practices of chicken breeders, such as beak trimming and overcrowding, but KFC says its suppliers meets UK legal requirements. The Department for Environment, Food and Rural Affairs recommends a maximum stocking density of 34 kgaround 30 chickensper square metre, and say that in circumstances where beak trimming needs to be carried out to prevent the birds injuring each

other, only one third of the beak should be trimmed "measured from the tip towards the entrance of the nostrils".[59] PETA states that they have held more than 12,000 demonstrations at KFC outlets since 2003 because of this alleged mistreatment of chickens by KFC suppliers.[60] In June 2008, KFC Canada agreed to PETA's demands for better welfare standards, including favoring suppliers who use controlled-atmosphere killing (CAK) of chickens, and other welfare standards as well as introducing a vegan sandwich at 65% of its outlets. PETA has called off its campaign against KFC Canada, but continues to demonstrate against KFC elsewhere in the world.[61]

Dispute over ingredients

In Summer 2011, a KFC franchisee serving Fiji, Kazi Foods, was forced to close down all three KFC locations in that country, due to the dispute over increasing duties and the eventual ban on the importation of specific key ingredients used to make the chicken; the restaurants closed as, without the ingredients, the chicken will not be up to KFC corporate standards.[62]

International operations
According to the corporate website, KFC is present in 110 countries and territories around the world. It has in excess of 5,200 outlets in the United States and more than 15,000 units in other parts of the world.[63] An outlet opened in Nairobi, Kenya on August 2011. It is the first USbased fast food restaurant in the nation as well as in East Africa.[64] In December 2011 the first KFC was opened in Croatia, in Zagreb.[65]

Countries with KFC restaurants

KFC in Fujairah, UAE

See also
Kentucky portal Louisville portal Companies portal Food portal

List of fast food restaurants

References
Footnotes
1. ^ a b Joe Bramhall. "KFC". Hoovers.com. http://www.hoovers.com/company/KFC_Corporation/hjythi1.html. Retrieved February 21, 2008.

2. ^ Doug Bennett, Jr.. "Kentuckys Colonel Sanders". The Courier-Journal. http://www.courierjournal.com/foryourinfo/010305/010305.html. Retrieved October 28, 2007. [dead link]

3. ^ Kevin Beimers, Aimee Lingman. "Doing Chicken Right Since 1932". roadtrip.beimers.com.
http://roadtrip.beimers.com/day99.html. Retrieved October 28, 2007.

4. ^ KFC (2007). "The Pressure Cooker". KFC. http://www.kfc.com/about/pressure.asp. Retrieved October

28, 2007.

5. ^ KFC (2007). "History". KFC. http://www.kfc.com/about/history.asp. Retrieved October 28, 2007. 6. ^ Jenifer K. Nii (2004). "Colonel's landmark KFC is mashed". Deseret Morning News.
http://www.deseretnews.com/article/595057690/Colonels-landmark-KFC-is-mashed.html. Retrieved October 28, 2007.

7. ^ I've Got A Secret interview, originally broadcast April 6, 1964 (rebroadcast by GSN March 30, 2008). 8. ^ "KFC taps 'Seinfeld' star, starts 'Wing Works' test". Nation's Restaurant News (Lebhar-Friedman).
August 6, 2001. http://findarticles.com/p/articles/mi_m3190/is_32_35/ai_77107180/. Retrieved January 26, 2011.

9. ^ Andrew Shanahan (October 28, 2005). "Anatomy of a dish: KFC Family Feast eight pieces of
chicken(known as the "finger lickin chicken"), four regular fries, gravy and corn cobettes, 9.99". the Guardian (UK). http://www.guardian.co.uk/news/2005/oct/28/food.lifeandhealth. Retrieved January 17, 2008.

10. ^ "KFC bolsters security for secret recipe". CNN Money. September 9, 2008.
http://money.cnn.com/2008/09/09/news/companies/kfc_recipe/index.htm?cnn=yes. [dead link]

11. ^ According to a profile of KFC done by the Food Network television show Unwrapped. 12. ^ Schreiner, Bruce, Associated Press (September 9, 2008). "KFC shoring up security for secret recipe".
Yahoo! News. http://www.foxnews.com/story/0,2933,419201,00.html. Retrieved September 21, 2008.

13. ^ a b Ozersky, Josh (September 15, 2010). "KFC's Colonel Sanders: He Was Real, Not Just an Icon". Time.
http://www.time.com/time/printout/0,8816,2019218,00.html. Retrieved September 18, 2010.

14. ^ Bulleit, Jim. "KFC'sSecret Recipe Returns Home". WLKY.

http://www.wlky.com/news/18684033/detail.html. Retrieved March 9, 2009.

15. ^ "Colonels recipe returns to KFC". Business First of Louisville. February 10, 2009.
http://www.bizjournals.com/louisville/stories/2009/02/09/daily26.html. Retrieved February 13, 2009.

16. ^ Poundstone, William (1983). Big Secrets: The Uncensored Truth About All Sorts of Stuff You are Never
Supposed to Know. New York: Morrow. pp. 228 pages. ISBN 0-688-02219-7.

17. ^ Poundstone, pp 2021. 18. ^ a b Ritzer, George (2004). The McDondaldization of Society. New York: Pine Forge Press. p. 64. 19. ^ a b Dr. John S. Mahoney (2007). "Notes to Accompany Chapter 4 of Ritzer (McDonaldization)". Virginia
Commonwealth University. http://www.people.vcu.edu/~jmahoney/MCDONCH4.htm. Retrieved October 28, 2007.

20. ^ Jennifer Fermino (July 20, 2009). "Fryin' on a Wing and a Prayer". New York Post.
http://www.nypost.com/p/news/regional/fryin_on_wing_prayer_Hy386ava5MATTLOODrb8UJ.

21. ^ Wepman, Dennis. "Dave Thomas". American National Biography Online.

http://www.anb.org/articles/10/10-02290.html. Retrieved April 22, 2009.

22. ^ "Nutrition Grilled Chicken". http://www.kfc.com/nutrition/grilled.asp. 23. ^ "KFC Kentucky Fried Chicken | grilled twister". Kfc.de. http://www.kfc.de/grilled-wraps/grilled-twister
%C2%AE. Retrieved April 25, 2010.

24. ^ "KFC Kentucky Fried Chicken | grilled twister". Kfc.nl. Archived from the original on June 3, 2008.
http://web.archive.org/web/20080603154908/http://www.kfc.nl/58/grilled_twister/. Retrieved March 13, 2009.

25. ^ All Time Classics. "Toasted Twisters made wrapped in a Warm Flour Tortilla grilled to seal in the
flavour KFC.co.uk". Kfc.co.uk. http://www.kfc.co.uk/our-menu/toasted-twister/. Retrieved March 13, 2009.

26. ^ "KFC Kentucky Fried Chicken | grilled mexican twister". Kfc.de. http://www.kfc.de/grilledwraps/grilled-mexican-twister%C2%AE. Retrieved April 25, 2010.

27. ^ "KFC Kentucky Fried Chicken | grilled mexican twister". Kfc.nl. Archived from the original on June 14,
2008. http://web.archive.org/web/20080614035553/http://www.kfc.nl/59/grilled_mexican_twister/. Retrieved March 13, 2009.

28. ^ All Time Classics. "Spicy Toasted Twister with Hot Salsa wrapped in a Warm Flour Tortilla grilled to
seal in the flavour KFC.co.uk". Kfc.co.uk. http://www.kfc.co.uk/our-menu/toasted-twister/toasted-salsatwister/. Retrieved March 13, 2009.

29. ^ Kelly, Sean (April 13, 2009). "The Wrapstar: Review". Pictou County, Nova Scotia: The News.
http://www.ngnews.ca/Blog-Article/b/879/The-Wrapstar-Review. Retrieved April 25, 2010.

30. ^ "Non-broadcast Adjudications: Kentucky Fried Chicken (Great Britain) Ltd t/a KFC". Advertising
Standards Authority (United Kingdom). February 20, 2008. http://www.asa.org.uk/AsaAction/Adjudications/2008/2/Kentucky-Fried-Chicken-(Great-Britain)-Ltd/TF_ADJ_44012.aspx. Retrieved October 29, 2009.

31. ^ Alex Davis for the Louisville Courier-Journal (2007). "KFC tries Kentucky fried fish". Archive.
Kentucky Community and Technical College System. Archived from the original on December 23, 2007. http://web.archive.org/web/20071223114532/http://www.kctcs.edu/todaysnews/index.cfm?tn_date=200702-22#9105. Retrieved October 28, 2007.

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33. ^ "KFC Kentucky Fried Chicken | chili cheese fries". Kfc.de. Archived from the original on February 29,
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http://www.barrynethomepage.com/commercialjingles.html. Retrieved February 1, 2011.

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21, 2007. http://web.archive.org/web/20071221235722/http://www.animateclay.com/modules.php? op=modload&name=Sections&file=index&req=viewarticle&artid=101&page=1. Retrieved March 9, 2009.

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from the original on December 24, 2006. http://web.archive.org/web/20061224114447/http://www.kfc.com/about/pressreleases/111406.asp. Retrieved October 28, 2007.

42. ^ Stephen Hutcheon (December 13, 2006). "Giant Nullarbor logo zooms back into focus". The Sydney
Morning Herald. http://www.smh.com.au/news/web/nullarbor-logozone/2006/12/13/1165685690455.html. Retrieved October 28, 2007.

43. ^ "KFC Unveils New Logo with Giant Image in Nevada Desert". Associated Press. Fox News. November
14, 2006. http://www.foxnews.com/story/0,2933,229308,00.html. Retrieved October 28, 2007.

44. ^ Melanie Warner (July 11, 2005). "Diners Walk Through One Door and Visit Two Restaurants". New
York Times. http://www.nytimes.com/2005/07/11/business/11yum.html. Retrieved December 29, 2007. "Yum's multibranded stores have two illuminated logos, but they function as one restaurant. They have combined kitchens, a single line of cashiers and a staff trained to prepare both sets of menu items."

45. ^ "List of company name etymologies - Wikipedia, the free encyclopedia". En.wikipedia.org.
http://en.wikipedia.org/wiki/List_of_company_name_etymologies#K. Retrieved 2012-01-24.

46. ^ "KFC ad labelled 'racist' by US commentators". news.com.au. January 6, 2010.

http://www.news.com.au/world/kfc-ad-labelled-racist-by-us-commentators/story-e6frfkyi-1225816554071.

47. ^ Schloeffel, James (January 11, 2010). "KFC ad a storm in a fried chicken bucket". The Age.
http://www.smh.com.au/opinion/society-and-culture/kfc-ad-a-storm-in-a-fried-chicken-bucket-20100111m21e.html.

48. ^ "KFC advertisement branded as racist". http://www.3aw.com.au/blogs/3aw-generic-blog/kfcadvertisement-branded-as-racist/20100107-lut4.html. Retrieved February 1, 2011.

49. ^ a b c Greenpeace (2006). "KFC exposed for trashing the Amazon rainforest for buckets of chicken".
Greenpeace. http://www.greenpeace.org/international/press/releases/kfc-exposed-for-trashing-the-a. Retrieved October 28, 2007.

50. ^ Brazil Magazine (2006). "KFC's Secret Ingredients Include Soy That's Destroying the Amazon, Says
Greenpeace". Brazil Magazine. Archived from the original on December 22, 2007. http://web.archive.org/web/20071222085405/http://www.brazzilmag.com/content/view/6429/54/. Retrieved October 28, 2007.

51. ^ Kleber, John E.; Thomas D. Clark, Lowell H. Harrison, and James C. Klotter (June 1992). The Kentucky
Encyclopedia. University Press of Kentucky. p. 796. ISBN 0-81311-772-0.

52. ^ "Pub Fights KFC for 'Family Feast'". BBC. May 10, 2007.
http://news.bbc.co.uk/mobile/bbc_news/england/nwyl/north/north_yorkshire/664/66418/story6641819.sht ml?l. Retrieved April 29, 2008.

53. ^ Porter, John (May 10, 2007). "KFC lets Yorkshire pub keep its family feast". The Publican.
http://www.thepublican.com/story.asp?storyCode=55352. Retrieved September 17, 2008.

54. ^ Dr. Temple Grandin, Dr. Johan Raj, Dr. Ian Duncan (2005). "Animal welfare recommendations and
proposed plan of action for implementation at KFC suppliers" (PDF). People for the Ethical Treatment of Animals. http://www.kentuckyfriedcruelty.com/pdfs/March11document.pdf. Retrieved October 28, 2007.

55. ^ Securities and Exchange Commission (2006). "Relating to an Animal Welfare Standards Report
Shareholder Proposal". EDGAR Online, Inc.. http://s.edgar-online.com/yum-brands-inc/def-14a-proxystatement-definitive/2006/03/30/Section11.aspx. Retrieved October 28, 2007. [dead link]

56. ^ David Montgomery (2003). "Small But Mighty Rights Group Tries Gentler Approach". Archived.
http://lists.envirolink.org/pipermail/ar-news/Week-of-Mon-20030915/006487.html. Retrieved October 28, 2007.

57. ^ CNN (October 17, 2003). "Pamela Anderson takes on KFC". CNN.
http://www.cnn.com/2003/BUSINESS/10/17/anderson.kfc/index.html. Retrieved October 28, 2007.

58. ^ PETA (2005). "Undercover Investigations". PETA. http://www.kentuckyfriedcruelty.com/uundercover.asp. Retrieved October 28, 2007.

59. ^ Andrew Shanahan (October 28, 2005). "Anatomy of a dish: KFC Family Feast eight pieces of chicken
(known as the "finger lickin chicken"), four regular fries, gravy and corn cobettes, 9.99". the Guardian (UK). http://www.guardian.co.uk/news/2005/oct/28/food.lifeandhealth. Retrieved January 17, 2008.

60. ^ "PETA v. KFC Campaign Highlights". PETA. http://www.kentuckyfriedcruelty.com/h-campaign.asp.

Retrieved August 17, 2009.

61. ^ "'Kentucky Fried Cruelty' comes to an end". Edmontonsun.com. June 1, 2008.

http://www.humanefood.ca/news_kfc08.html. Retrieved March 13, 2009.

62. ^ ABC Radio Australia: "KFC in a flap over Fiji ban", August 2, 2011. 63. ^ KFC (2007). "About Us". KFC. http://www.kfc.com/about. Retrieved July 7, 2011. 64. ^ Straziuso, Jason (2011-08-27). "KFC goes to Kenya; first U.S. fast-food chain in E. Africa". USA Today.
http://www.usatoday.com/money/industries/food/story/2011-08-27/KFC-goes-to-Kenya-first-US-fast-foodchain-in-E-Africa/50108550/1.

65. ^ "Kentucky Fried Chicken opens first Croatian branch". Croation Times. December 16, 2011.
http://www.croatiantimes.com/news/Business/2011-1216/23924/Kentucky_Fried_Chicken_opens_first_Croatian_branch. Retrieved December 21, 2011.

General sources

"KFC Great American Success Story" by Bruce Schreiner (The Associated Press)

External links
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 n c t

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History of McDonald's
From Wikipedia, the free encyclopedia

Jump to: navigation, search This article or section reads like a news release, or is otherwise written in an overly promotional tone. Please help by either rewriting this article from a neutral point of view or by moving this article to Wikinews. When appropriate, blatant advertising may

be marked for speedy deletion with {{db-spam}}. (April 2010) This article needs additional citations for verification. Please help improve this article by adding citations to reliable sources. Unsourced material may be challenged and removed. (January 2009)

McDonald's

Type

Public NYSE: MCD

Traded as

Dow Jones Industrial Average Component

Industry

Restaurants May 15, 1940 in San Bernardino,

Founded

California; McDonald's Corporation, April 15, 1955 in Des Plaines, Illinois Richard and Maurice McDonald

Founder(s)

McDonald's restaurant concept; Ray Kroc, McDonald's Corporation founder.

Headquarters Number of

Oak Brook, Illinois, U.S. 33,000+ worldwide[1]

locations Area served Worldwide James A. Skinner

(Chairman & CEO)

Key people

Fast food Products (hamburgers chicken french fries soft drinks coffee milkshakes salads desserts breakfast) Revenue Operating income Net income Total assets Total equity Employees US$ 24.075 billion (2010)[2] US$ 7.473 billion (2010)[2] US$ 4.949 billion (2010)[2] US$ 31.975 billion (2010)[2] US$ 14.634 billion (2010)[2] 400,000 (January 2010)[2] Global Corporate Website This box: Website

view talk edit

This is a timeline of the history of McDonald's. The McDonald's concept was introduced in San Bernardino, California by Dick and Mac McDonald of Manchester, New Hampshire. It was modified and expanded by their business partner, Ray Kroc, of Oak Park, Illinois, who later bought out the business interests of the McDonald brothers in the concept and went on to found McDonald's Corporation.

Contents
[hide]

1 United States

[edit] United States

[edit] Early history
Main article: History of the hamburger

1.1 Early history 1.2 Phenomenal growth in the 1960s and 1970s 1.3 Surviving the 1980s "Burger Wars" 1.4 1990s: Growing pains 1.5 Failed turnaround: late 1990s 1.6 Refurbishing and creating a healthier image: Early 2000s 1.7 2010s 2.1 1960's 2.2 1970's 2.3 1980's 2.4 1990's 2.5 2000's 2.6 2010's

2 Timeline

3 References 4 See also

The oldest operating McDonald's on Lakewood and Florence in Downey, California, was the chain's third restaurant and the second to be built with the Golden Arches. In 1937, Patrick McDonald opened "The Airdrome" restaurant on Huntington Drive (Route 66) near the Monrovia Airport in Monrovia, California. Hamburgers were ten cents, and all-you-candrink orange juice was five cents. In 1940, his two sons, Maurice and Richard ("Mac" and "Dick"), moved the entire building 40 miles (64 km) east, to West 14th and 1398 North E Streets in San Bernardino, California. The restaurant was renamed "McDonald's."

After the McDonald brothers realized that most of their profits came from selling hamburgers, they closed down their successful carhop drive-in to establish a streamlined system with a simple menu of just hamburgers, cheeseburgers, french fries, shakes, soft drinks, and apple pie. The carhops were eliminated to make McDonald's a self-serve operation. Mac and Dick McDonald had taken great care in setting up their kitchen like an assembly line, to ensure maximum efficiency. In 1953, the McDonald brothers began to franchise their successful restaurant, starting in Phoenix, Arizona and Downey, California; the latter is today the oldest surviving McDonald's restaurant. In 1954, Ray Kroc, a seller of Multimixer milkshake machines, learned that the McDonald brothers were using eight of his high-tech Multimixers in their San Bernardino restaurant. His curiosity was piqued, and he went to San Bernardino to take a look at the McDonalds' restaurant. Believing that the McDonalds' formula was a ticket to success, Kroc suggested that they franchise their restaurants throughout the country. When they hesitated to take on this additional burden, Kroc volunteered to do it for them. He returned to his home outside of Chicago with rights to set up McDonald's restaurants throughout the country, except in a handful of territories in California and Arizona already licensed by the McDonald brothers. Kroc's first McDonald's restaurant opened in Des Plaines, Illinois, near Chicago, on April 15, 1955, the same day that Kroc incorporated his company as McDonald's Systems, Inc. (which he would later rename McDonald's Corporation). Once the Des Plaines restaurant was operational, Kroc sought franchisees for his McDonald's chain. The first snag came quickly. In 1956 he discovered that the McDonald brothers had licensed the franchise rights for Cook County, Illinois to the Frejlack Ice Cream Company. Kroc was incensed that the McDonalds had not informed him of this arrangement. He purchased the rights back for $25,000, five times what the Frejlacks had originally paid, and pressed forward. McDonald's grew slowly for its first three years. By 1958, there were 34 restaurants. In 1959, however, Kroc opened 68 new restaurants, bringing the total to 102 locations.

[edit] Phenomenal growth in the 1960s and 1970s

The Big Mac hamburger made its debut in 1968 In 1960, the McDonald's advertising campaign "Look for the Golden Arches" gave sales a big boost. Kroc believed that advertising was an investment that would in the end come back many

times over, and advertising has always played a key role in the development of the McDonald's Corporation. Indeed, McDonald's ads have been some of the most identifiable over the years. In 1962, McDonald's introduced its now world-famous Golden Arches logo. A year later, the company sold its billionth hamburger and introduced Ronald McDonald, a red-haired clown with particular appeal to children.[citation needed] In the early 1960s, McDonald's really began to take off. The growth in U.S. automobile use that came with suburbanization contributed heavily to McDonald's success. In 1961 Kroc bought out the McDonald brothers for $2.7 million, aiming at making McDonald's the number one fast-food chain in the country. In 1965, McDonald's Corporation went public. Common shares were offered at $22.50 per share. By the end of the first day's trading, the price had shot up to $30. A block of 100 shares purchased for $2,250 in 1965 was worth, after 12 stock splits (increasing the number of shares to 74,360), over $5.7 million as of year-end market close on December 31, 2010. In 1985, McDonald's Corporation became one of the 30 companies that make up the Dow Jones Industrial Average. McDonald's success in the 1960s was in large part due to the company's skillful marketing and flexible response to customer demand. In 1962, the Filet-O-Fish sandwich, billed as "the fish that catches people," was introduced in McDonald's restaurants.[3] The new item had originally met with disapproval from Kroc, but after its successful test marketing, he eventually agreed to add it. Another item that Kroc had backed a year previously, a burger with a slice of pineapple and a slice of cheese, known as a "hulaburger," had flopped (both it and the Filet-O-Fish were developed in Catholic neighborhoods where burger sales dropped off markedly on Fridays and during Lent). The market was not quite ready for Kroc's taste; the hulaburger's tenure on the McDonald's menu board was short. In 1968 the now legendary Big Mac made its debut, and in 1969 McDonald's sold its five billionth hamburger. Two years later, as it launched the "You Deserve a Break Today" advertising campaign, McDonald's restaurants had reached all 50 states. In 1968, McDonald's opened its 1,000th restaurant, and Fred L. Turner became the company's president and chief administrative officer. Kroc became chairman and remained CEO until 1973. Turner had originally intended to open a McDonald's franchise, but when he had problems with his backers over a location, he went to work as a grillman for Kroc in 1956. As operations vicepresident, Turner helped new franchisees get their stores up and running. He was constantly looking for new ways to perfect the McDonald's system, experimenting, for example, to determine the maximum number of hamburger patties one could stack in a box without squashing them and pointing out that seconds could be saved if McDonald's used buns that were presliced all the way through and were not stuck together in the package. Such attention to detail was one reason for the company's extraordinary success. McDonald's spectacular growth continued in the 1970s. Americans were more on-the-go than ever, and fast service was a priority. In 1972, the company passed $1 billion in annual sales. By 1976, McDonald's had served 20 billion hamburgers, and systemwide sales exceeded $3 billion. McDonald's pioneered breakfast fast food with the introduction of the Egg McMuffin in 1972 when market research indicated that a quick breakfast would be welcomed by consumers. Five years later the company added a full breakfast line to the menu, and by 1987 one-fourth of all breakfasts eaten out in the United States came from McDonald's restaurants. Kroc was a firm believer in giving "something back into the community where you do business." In 1974 McDonald's acted upon that philosophy in an original way by opening the first Ronald McDonald House, in Philadelphia, to provide a "home away from home" for the families of

children in nearby hospitals. Twelve years after this first house opened, 100 similar Ronald McDonald Houses were in operation across the United States. In 1974, with the opening of the first restaurant in the United Kingdom, the corporation became embroiled in a public relations nightmare. On the employment forms (brought in from the U.S.) it asked employees if they wished to contribute money to an I.R.A. (Individual Retirement Account). Given that the I.R.A. is also an acronym for the terrorist organization Irish Republican Army, the employees believed that McDonald's was contributing money to a terrorist group. Decades later, many people still believe that McDonald's broke the U.S. federal law that prohibits giving money to organizations deemed by the U.S. State Department to be terrorist groups (of which the I.R.A. was one).[citation needed] There was some skepticism in the company's phenomenal growth internationally. When Wally and Hugh Morris approached the corporation in 1974 to bring McDonald's into New Zealand, they were firmly shunned by Kroc, citing a visit to the country and saying "There aren't any people... I never met a more dead-than-alive hole in my life." Persistence by the brothers eventually led to their request being granted in May 1975, and managed to negotiate a deal with the corporation by selling New Zealand cheese to the US to offset the high costs of importing plant equipment. The first New Zealand restaurant opened in June 1976 at Porirua, near Wellington, to much more success than the corporation predicted.[4] In 1975, McDonald's opened its first drive-thru window in Sierra Vista, Arizona. This service gave Americans a fast, convenient way to procure a quick meal. The company's goal was to provide service in 50 seconds or less. Drive-thru sales eventually accounted for more than half of McDonald's systemwide sales. Meantime, the Happy Meal, a combo meal for children featuring a toy, was added to the menu in 1979.

[edit] Surviving the 1980s "Burger Wars"

In the late 1970s, competition from other hamburger chains such as Burger King and Wendy's began to intensify. Experts believed that the fast-food industry had become as big as it ever would, so the companies began to battle fiercely for market share. A period of aggressive advertising campaigns and price slashing in the early 1980s became known as the "burger wars." Burger King suggested to customers: "have it your way"; Wendy's offered itself as the "fresh alternative" and asked of other restaurants, "Where's the beef?" But McDonald's sales and market share continued to grow. During the 1980s, McDonald's further diversified its menu to suit changing consumer tastes. The company introduced the McChicken in 1980. It proved to be a sales disappointment and was replaced with series of different chicken sandwiches a year later. Chicken McNuggets were invented by Rene Arend in 1979. They were so good that every franchise wanted them. However, there wasn't a system enough to supply chicken products. The supply problem was solved in 1983, when the McNuggets were made available nationwide. By the end of 1983, McDonald's was the second largest retailer of chicken in the world.[citation needed] In 1985, ready-toeat salads were introduced to lure more health-conscious consumers. The 1980s were the fastestpaced decade yet. Efficiency, combined with an expanded menu, continued to draw customers. McDonald's, already entrenched in the suburbs, began to focus on urban centers and introduced new architectural styles. Although McDonald's restaurants no longer looked identical, the company made sure food quality and service remained constant. Despite experts' claims that the fast-food industry was saturated, McDonald's continued to expand. The first generation raised on restaurant food had grown up. Eating out had become a

habit rather than a break in the routine, and McDonald's relentless marketing continued to improve sales. In 1982 Michael R. Quinlan became president of McDonald's Corporation, and Fred L. Turner became chairman. Quinlan, who took over as CEO in 1987, had started at McDonald's in the mailroom in 1963, and gradually worked his way up. The first McDonald's CEO to hold an M.B.A. degree, Quinlan was regarded by his colleagues as a shrewd competitor. In his first year as CEO the company opened 600 new restaurants. McDonald's growth in the United States was mirrored by its stunning growth abroad. By 1991, 37 percent of systemwide sales came from restaurants outside the United States. McDonald's opened its first foreign restaurant in British Columbia, Canada, in 1967. By the early 1990s the company had established itself in 58 foreign countries and operated more than 3,600 restaurants outside the United States, through wholly owned subsidiaries, joint ventures, and franchise agreements. Its strongest foreign markets were Japan, Canada, Germany, Great Britain, Australia, and France. In the mid-1980s, McDonald's, like other traditional employers of teenagers, was faced with a shortage of labor in the United States. The company met this challenge by being the first to entice retirees back into the workforce. McDonald's placed great emphasis on effective training. It opened its Hamburger University in 1961 to train franchisees and corporate decision-makers. By 1990, more than 40,000 people had received "Bachelor of Hamburgerology" degrees from the 80-acre (320,000 m2) Oak Brook, Illinois, facility. The corporation opened a Hamburger University in Tokyo in 1971, in Munich in 1975, and in London in 1982. Braille menus were first introduced in 1979, and picture menus in 1988. In March 1992, Braille and picture menus were reintroduced to acknowledge the 37 million Americans with vision, speech, or hearing impairments. Quinlan continued to experiment with new technology and to research new markets to keep McDonald's in front of its competition. Clamshell fryers, which cooked both sides of a hamburger simultaneously, were tested. New locations such as hospitals and military bases were tapped as sites for new restaurants. In response to the increase in microwave oven usage, McDonald's, whose name is the single most advertised brand name in the world, stepped up advertising and promotional expenditures stressing that its taste was superior to quick-packaged foods.

[edit] 1990s: Growing pains

McRecycle USA began in 1990 and included a commitment to purchase at least $100 million worth of recycled products annually for use in construction, remodeling, and equipping restaurants. Chairs, table bases, table tops, eating counters, table columns, waste receptacles, corrugated cartons, packaging, and washroom tissue were all made from recycled products. McDonald's worked with the U.S. Environmental Defense Fund to develop a comprehensive solid waste reduction program. Wrapping burgers in paper rather than plastic led to a 90 percent reduction in the wrapping material waste stream. It took McDonald's 33 years to open its first 10,000 restaurants. The 10,000th unit opened in April 1988. Incredibly, the company reached the 20,000-restaurant mark in only eight more years, in mid-1996. By the end of 1997 the total had surpassed 23,000, and by that time McDonald's was opening 2,000 new restaurants each year, an average of one every five hours. Much of the growth of the 1990s came outside the United States, with international units increasing from about 3,600 in 1991 to more than 11,000 by 1998. The number of countries with

McDonald's outlets nearly doubled from 59 in 1991 to 114 in late 1998. In 1993, a new region was added to the empire when the first McDonald's in the Middle East opened in Tel Aviv, Israel. As the company entered new markets, it showed increasing flexibility with respect to local food preferences and customs. In Israel, for example, the first kosher McDonald's opened in a Jerusalem suburb in 1995. In Arab countries the restaurant chain used "Halal" menus, which complied with Islamic laws for food preparation. In 1996 McDonald's entered India for the first time, where it offered a Big Mac made with lamb called the Maharaja Mac. That same year the first McSki-Thru opened in Lindvallen, Sweden. Overall, the company derived increasing percentages of its revenue and income from outside the United States. In 1992 about two-thirds of systemwide sales came from U.S. McDonald's, but by 1997 that figure was down to about 51 percent. Similarly, the operating income numbers showed a reduction from about 60 percent derived from the United States in 1992 to 42.5 percent in 1997. In the United States, the number of units grew from 9,000 in 1991 to 12,500 in 1997, an increase of about 40 percent. The growth is considered by some to be excessive. Although the additional units increased market share in some markets, a number of franchisees complained that new units were cannibalizing sales from existing ones. Same-store sales for outlets open for more than one year were flat in the mid-1990s, a reflection of both the greater number of units and the mature nature of the U.S. market. It did not help that the company made several notable blunders in the United States in the 1990s. The McLean Deluxe sandwich, which featured a 91 percent fat-free beef patty, was introduced in 1991, never really caught on, and was dropped from the menu in February 1996 to make room for the Arch Deluxe. Several other 1990s-debuted menu items, including fried chicken, pasta, fajitas, and pizza failed as well. The "grown-up" (and pricey) Arch Deluxe sandwich was launched in May 1996 and the Deluxe Line was launched in September 1996 in a $200 million campaign to gain the business of more adults, but were bombs. The following spring brought a 55-cent Big Mac promotion, which many customers either rejected outright or were confused by because the burgers had to be purchased with full-priced fries and a drink. The promotion embittered still more franchisees, whose complaints led to its withdrawal. In July 1997 McDonald's fired its main ad agency, Leo Burnett, a 15-year McDonald's partner after the nostalgic "My McDonald's" campaign proved a failure. A seemingly weakened McDonald's was the object of a Burger King offensive when the rival fast-food maker launched the Big King sandwich, a Big Mac clone. Meanwhile, internal taste tests revealed that customers preferred the fare at Wendy's and Burger King. In response to these difficulties, McDonald's drastically cut back on its U.S. expansion. In contrast to the 1,130 units opened in 1995, only about 400 new McDonald's were built in 1997. Plans to open hundreds of smaller restaurants in Wal-Marts and gasoline stations were abandoned because test sites did not meet targeted goals. Reacting to complaints from franchisees about poor communication with the corporation and excess bureaucracy, the head of McDonald's U.S.A. (Jack M. Greenberg, who had assumed the position in October 1996) reorganized the unit into five autonomous geographic divisions. The aim was to bring management and decision-making closer to franchisees and customers. On the marketing side, McDonald's scored big in 1996 and 1997 with a Teenie Beanie Baby promotion in which about 80 million of the toys/collectibles were gobbled up virtually overnight. The chain received some bad publicity, however, when it was discovered that a number of customers purchased Happy Meals just to get the toys and threw the food away. For a similar

spring 1998 Teenie Beanie giveaway, the company altered the promotion to allow patrons to buy menu items other than kids' meals. McDonald's also began to benefit from a seven years global marketing alliance signed with Disney/Pixar in 1998. Initial Disney/Pixar movies promoted by McDonald's included A Bug's Life, Monsters, Inc., Finding Nemo and The Incredibles. Perhaps the most important marketing move came in the later months of 1997 when McDonald's named DDB Needham as its new lead ad agency. Needham had been the company's agency in the 1970s and was responsible for the hugely successful "You Deserve a Break Today" campaign. Late in 1997, McDonald's launched the Needham-designed "Did Somebody Say McDonald's?" campaign, which appeared to be an improvement over its predecessors.

[edit] Failed turnaround: late 1990s

Following the difficulties of the early and mid-1990s, several moves in 1998 seemed to indicate a reinvigorated McDonald's. In February the company for the first time took a stake in another fast-food chain when it purchased a minority interest in the 16-unit, Colorado-based Chipotle Mexican Grill chain. The following month came the announcement that McDonald's would improve the taste of several sandwiches and introduce several new menu items. McFlurry desserts, developed by a Canadian franchisee in 1997, proved popular when launched in the United States in the summer of 1998. McDonald's that same month said that it would overhaul its food preparation system in every U.S. restaurant. The new just-in-time system, dubbed "Made for You," was in development for a number of years and aimed to deliver to customers "fresher, hotter food"; enable patrons to receive special-order sandwiches (a perk long offered by rivals Burger King and Wendy's); and allow new menu items to be more easily introduced thanks to the system's enhanced flexibility. The expensive changeover was expected to cost about $25,000 per restaurant, with McDonald's offering to pay for about half of the cost; the company planned to provide about $190 million in financial assistance to its franchisees before implementation was completed by year-end 1999. In May 1998, Greenberg was named president and CEO of McDonald's Corporation, with Quinlan remaining chairman; at the same time Alan D. Feldman, who had joined the company only four years earlier from Pizza Hut, replaced Greenberg as president of McDonald's U.S.A., an unusual move for a company whose executives typically were long-timers. The following month brought another first, McDonald's first job cuts. The company said it would eliminate 525 employees from its headquarters staff, a cut of about 23 percent. In the second quarter of 1998 McDonald's took a $160 million charge in relation to the cuts. As a result, the company, for the first time since it went public in 1965, recorded a decrease in net income, from $1.64 billion in 1997 to $1.55 billion in 1998. McDonald's followed up its investment in Chipotle with several more moves beyond the burger business. In March 1999 the company bought Aroma Caf, a UK chain of 23 upscale coffee and sandwich shops. In July of that year McDonald's added Donatos Pizza, a midwestern chain of 143 pizzerias based in Columbus, Ohio. Donatos had 1997 revenues of $120 million. Also in 1999, McDonald's 25,000th unit opened, Greenberg took on the additional post of chairman, and Jim Cantalupo was named company president. Cantalupo, who had joined the company as controller in 1974 and later became head of McDonald's International, had been vice-chairman, a position he retained. In May 2000 McDonald's completed its largest acquisition yet, buying the bankrupt Boston Market chain for $173.5 million in cash and debt. At the time, there were more than 850 Boston Market outlets, which specialized in home-style meals, with rotisserie chicken the lead menu item. Revenue at Boston Market during 1999 totaled $670 million. McDonald's rounded out its acquisition spree in early 2001 by buying a 33 percent stake in Pret A Manger, an upscale urban-based chain specializing in ready-to-eat sandwiches made on the premises. There

were more than 110 Pret shops in the United Kingdom and several more in New York City. Also during 2001, McDonald's sold off Aroma Caf and took its McDonald's Japan affiliate public, selling a minority stake through an initial public offering.

[edit] Refurbishing and creating a healthier image: Early 2000s

As it was exploring new avenues of growth, however, McDonald's core hamburger chain had become plagued by problems. Most prominently, the Made for You system backfired. Although many franchisees believed that it succeeded in improving the quality of the food, it also increased service times and proved labor-intensive. Some franchisees also complained that the actual cost of implementing the system ran much higher than the corporation had estimated, a charge that McDonald's contested. In any case, there was no question that Made for You failed to reverse the chain's sluggish sales. Growth in sales at stores open more than a year (known as same-store sales) fell in both 2000 and 2001. Late in 2001 the company launched a restructuring involving the elimination of about 850 positions, 700 of which were in the United States, and some store closings. There were further black eyes as well. McDonald's was sued in 2001 after it was revealed that for flavoring purposes a small amount of beef extract was being added to the vegetable oil used to cook the french fries. The company had cooked its fries in beef tallow until 1990, when it began claiming in ads that it used 100 percent vegetable oil. McDonald's soon apologized for any "confusion" that had been caused by its use of the beef flavoring, and in mid-2002 it reached a settlement in the litigation, agreeing to donate $10 million to Hindu, vegetarian, and other affected groups. Also in 2001, further embarrassment came when 51 people were charged with conspiring to rig McDonald's game promotions over the course of several years. It was revealed that $24 million of winning McDonald's game tickets had been stolen as part of the scam. McDonald's was not implicated in the scheme, which centered on a worker at an outside company that had administered the promotions. McDonald's also had to increasingly battle its public image as a purveyor of fatty, unhealthful food. Consumers began filing lawsuits contending that years of eating at McDonald's had made them overweight. McDonald's responded by introducing low-calorie menu items and switching to a more healthful cooking oil for its french fries. McDonald's franchises overseas became a favorite target of people and groups expressing anti-American and/or anti-globalization sentiments. In August 1999 a group of protesters led by farmer Jos Bov destroyed a half-built McDonald's restaurant in Millau, France. In 2002 Bov, who gained fame from the incident, served a three-month jail sentence for the act, which he said was in protest against U.S. trade protectionism. McDonald's was also one of three multinational corporations (along with Starbucks Corporation and Nike, Inc.) whose outlets in Seattle were attacked in late 1999 by some of the more aggressive protesters against a World Trade Organization meeting taking place there. In the early 2000s McDonald's pulled out of several countries, including Bolivia and two Middle Eastern nations, at least in part because of the negative regard with which the brand was held in some areas. Early in 2002 Cantalupo retired after 28 years of service. Sales remained lackluster that year, and in October the company attempted to revive U.S. sales through the introduction of a low-cost Dollar Menu. In December 2002, after this latest initiative to reignite sales growth failed and also after profits fell in seven of the previous eight quarters, Greenberg announced that he would resign at the end of the year. Cantalupo came out of retirement to become chairman and CEO at the beginning of 2003.

Cantalupo started his tenure by announcing a major restructuring that involved the closure of more than 700 restaurants (mostly in the United States and Japan), the elimination of 600 jobs, and charges of $853 million. The charges resulted in a fourth-quarter 2002 loss of $343.8 million, the first quarterly loss in McDonald's 38 years as a public company. The new CEO also shifted away from the company's traditional reliance on growth through the opening of new units to a focus on gaining more sales from existing units. To that end, several new menu items were successfully launched, including entree salads, McGriddles breakfast sandwiches (which used pancakes in place of bread), and white-meat Chicken McNuggets. Some outlets began testmarketing fruits and vegetables as Happy Meal options. Backing up the new products was the launch in September 2003 of an MTV-style advertising campaign featuring the new tag line, "I'm lovin' it." This was the first global campaign in McDonald's history, as the new slogan was to be used in advertising in more than 100 countries. It also proved to be the first truly successful ad campaign in years; sales began rebounding, helped also by improvements in service. In December 2003, for instance, same-store sales increased 7.3 percent. Same-store sales rose 2.4 percent for the entire year, after falling 2.1 percent in 2002. In December 2003, McDonald's announced that it would further its focus on its core hamburger business by downsizing its other ventures. The company said that it would sell Donatos back to that chain's founder. In addition, it would discontinue development of non-McDonald's brands outside of the United States. This included Boston Market outlets in Canada and Australia and Donatos units in Germany. McDonald's kept its minority investment in Pret A Manger, but McDonald's Japan was slated to close its Pret units there. These moves would enable the company to concentrate its international efforts on the McDonald's chain, while reducing the non-hamburger brands in the United States to Chipotle and Boston Market, both of which were operating in the black. McDonald's continued to curtail store openings in 2004 and to concentrate on building business at existing restaurants. Much of the more than $1.5 billion budgeted for capital expenditures in 2004 was slated to be used to remodel existing restaurants. McDonald's also aimed to pay down debt by $400 million to $700 million and to return approximately $1 billion to shareholders through dividends and share repurchases. Cantalupo also set several long-term goals, such as sustaining annual systemwide sales and revenue growth rates of 3 to 5 percent. In a move to both simplify the menu and make its offerings less fattening, McDonald's announced in March 2004 that it would phase out Super Size french fries and soft drinks by the end of the year.

[edit] 2010s
In July 2011, McDonald's announced that their largest restaurant in the world will be built on the 2012 London Olympics site. The restaurant will contain over 1,500 seats and is half the length of an American Football field. Over 470 staff will be employed serving on average (during the 2012 Olympics) 100,000 portions of fries, 50,000 Big Macs and 30,000 Milkshakes. This restaurant will overshadow the current largest McDonald's in the world in Moscow, Russia.[citation needed] In January 2012, the company announced revenue for 2011 reached an all-time high of $27 billion, and that 2400 restaurants would be updated and 1300 new ones opened worldwide.[5]

[edit] Timeline

1937: Patrick McDonald opens a hamburger and drinks stand called "The Airdrome" on historic Route 66 (now Huntington Drive) near the Monrovia Airport in Monrovia, California.

1940: Brothers Richard and Maurice McDonald move The Airdrome building 40 miles (64 km) east to San Bernardino, California, where they open the first McDonald's restaurant, near U.S. Route 66, at West 14th St and 1398 North E St., on May 15. Its menu consisted of 25 items, mostly barbecue. As was common at the time, they employed around 20 carhops. It became a popular and highly profitable teen hangout, and it was directed by Eric VanDemark. 1948: After noting that almost all of their profits came from hamburgers, the brothers closed the restaurant for several months to implement their innovative "Speedee Service System", a streamlined assembly line for hamburgers. The carhops are fired, and when the restaurant reopens it sells only hamburgers, milkshakes, and french fries. At 15 cents, the burgers are about half as expensive as at standard diners, and they are served immediately. The restaurant is extremely successful, and its fame is spread by word of mouth. 1953: The McDonalds begin to franchise their restaurant, with Neil Fox the first franchisee. The second McDonald's opens in Phoenix, Arizona at N. Central Ave and Indian School Road. It is the first to feature the Golden Arches design; later this year the original restaurant in San Bernardino is rebuilt in the same style.

Third McDonald's restaurant in Downey, California, at the corner of Lakewood Blvd and Florence Ave. It is the oldest McDonald's restaurant still in operation.

1953: Third McDonald's restaurant opens, in Downey, California at the corner of Lakewood Blvd and Florence Avenue, and is the oldest McDonald's restaurant still in operation.[6] 1954: Entrepreneur and milkshake-mixer salesman Ray Kroc becomes fascinated by the McDonald's restaurant during a sales visit, when he learns of its extraordinary capacity and popularity. Others who had visited the restaurant and come away inspired were James McLamore, founder of Burger King, and Glen Bell, founder of Taco Bell. After seeing the restaurant in operation, Kroc approaches the McDonald brothers, who have already begun franchising, with a proposition to let him franchise McDonald's restaurants outside the company's home base of California and Arizona, with himself as the first franchisee. Kroc works hard to sell McDonald's. He even attempts to prevail on his wartime acquaintance with Walt Disney, in the failed hope of opening a McDonald's at the soon-to-be-opened Disneyland.

Ray Kroc's first franchised restaurant, the tenth-ever location (though torn down and rebuilt twice), Fresno, California.

1955: Ray Kroc founds "McDonald's Systems, Inc." on March 2, as a legal structure for his planned franchises. Kroc opens the ninth McDonald's restaurant in Des Plaines, Illinois, in suburban Chicago on April 15. 1955: Ray Kroc hires Fred L. Turner (later CEO and Chairman) as a grillman in his store in Des Plaines. 1958: McDonald's worldwide sells its 100 millionth hamburger. 1958: First Bay Area location of McDonald's opens in Tampa, Florida. 1959: The 100th McDonald's restaurant opens in Fond du Lac, Wisconsin. 1959: McDonald's begins billboard advertising. 1960: First New England location of McDonald's opens in Boston, Massachusetts. 1960: Kroc's company is renamed "McDonald's Corporation". 1961: The McDonald brothers agree to sell Kroc business rights to their operation for $2.7 million, a sum that Kroc borrows from a number of investors, including Princeton University; Kroc considers the sum extreme, and it strains his relationship with the brothers. In a handshake agreement, the brothers would also receive an overriding royalty of 1% on the gross sales. At the closing table the brothers told Ray that they were giving the real estate and rights to the original unit to the founding employees. Ray closed the transaction, then refused to acknowledge the royalty portion of the agreement because it wasn't in writing. The brothers keep their original restaurant, but in an oversight they fail to retain the right to remain a McDonald's franchise. Renamed "The Big M", Kroc drives it out of business by opening a McDonald's just one block north; he attends the opening. Had the brothers maintained their original agreement, which granted them 0.5% of the chain's annual revenues, they or their heirs would have been collecting in excess of $100 million per year today. Had the brothers closed their handshake agreement with Ray, these royalties would have doubled. 1961: Hamburger University opens in the basement of the Elk Grove Village, Illinois, McDonald's restaurant. Bachelor of Hamburgology degrees went to graduating class of 15. 1962: McDonald's first national magazine ad appears in Life magazine. 1962: The first McDonald's restaurant with seating opens in Denver, Colorado.

[edit] 1960's

1963: One of Kroc's marketing insights is his decision to advertise McDonald's hamburgers to families and children. Washington, D.C. franchisees John Gibson and Oscar Goldstein (Gee Gee Distributing Corporation) sponsor a children's show on WRC-TV called Bozo the Clown, a franchised character played by Willard Scott from 1959 until 1962. After the show was cancelled, Goldstein hires Scott to portray McDonald's new mascot, named Ronald McDonald. According to Scott, they wanted to pay him in stock, but Scott decided to take the money. Scott, looking nothing like the familiar appearance of any McDonaldland character as is known today, appeared in the first three television advertisements featuring the character. After changing the character's first name to "Ronald" and replacing Scott with a new actor, and giving him the more familiar red, white, and yellow clown features, the character eventually spreads to the rest of the country via an advertising campaign. Years later, an entire cast of "McDonaldland" characters is developed. 1963: The Filet-O-Fish is introduced in Cincinnati, Ohio, in a restaurant located in a neighborhood dominated by Roman Catholics who practiced abstinence (the avoidance of meat) on Fridays. It is the first new addition to the original menu, and goes national the following year, with fish supplied by Gorton's of Gloucester. See also Lou Groen 1963: McDonald's sells its one billionth hamburger. 1963: The 500th McDonald's restaurant opens in Toledo, Ohio. 1964: McDonald's issues its first annual report. 1965: Second New England location opens in Windsor, Connecticut. 1967: Third location in New England opens in Providence, Rhode Island (also first in state) 1967: The first McDonald's restaurant outside the United States opens in Richmond, British Columbia. 1967: The chain's stand-alone restaurant design which is still most common today, with mansard roof and indoor seating, is introduced. 1968: The Big Mac (similar to the Big Boy hamburger), the brainchild of Jim Delligatti, one of Ray Kroc's earliest franchisees, who by the late 1960s operated a dozen stores in Pittsburgh, Pennsylvania, is first introduced in the Pittsburgh market in 1967, before going system/nationwide a year later, following its great local success. The Hot Apple Pie is also introduced this year. 1968: The 1000th McDonald's restaurant opens in Des Plaines, Illinois.

[edit] 1970's

An early-1970s McDonald's sign in Austin, Minnesota, showing the number of burgers sold. From 1969, the number was displayed in billions, increasing with every 5 billion. When the total reached 100 billion in 1993, the signs of this era were changed to display 99 billion permanently, as there was only room for two digits, though some signs use the "Billions and Billions Served" tagline.

1970: McDonald's opens in Costa Rica, its third country after the United States and Canada. 1970: Having changed hands in 1968, the original "Big M" restaurant closes. It is demolished two years later, with only part of the sign remaining; this has since been restored. 1971: The first Asian McDonald's opens in July in Japan, in Tokyo's Ginza district. 1971: On August 21, the first European McDonald's outlet opens, in Zaandam (near Amsterdam) in the Netherlands. The franchisee is Ahold. 1971: The first McDonald's in Germany (Munich) opens in November. It is the first McDonald's to sell alcohol, as it offers beer. Other European countries follow in the early 1970s. 1971: The first Australian McDonald's opens in the Sydney suburb of Yagoona in May. 1972: The McDonald's system generates $1 billion in sales through 2200 restaurants.[7] 1972: The 2000th McDonald's restaurant opens in Des Plaines, Illinois. 1972: The first McDonald's in France opens, in Crteil, even though the company officially recognizes the first outlet in Strasbourg in 1979. 1973: The first McDonald's Playland opens in Chula Vista, California. 1973: The first Swedish McDonald's restaurant opens in Stockholm, 23 October. 1973: The Quarter Pounder is introduced. 1973: The Egg McMuffin, invented by Herb Peterson, owner and operator of a Santa Barbara franchise, is introduced to the menu. 1974: On November 13, the first McDonald's in the United Kingdom opens in Woolwich, southeast London. It is the company's 3000th restaurant. 1974: The first Ronald McDonald House opens in Philadelphia, Pennsylvania. 1975: The first Hong Kong McDonald's opens in January in Paterson Street, in Causeway Bay, Hong Kong Island. It is also the first McDonald's restaurant in Greater China and the Four Asian Tigers. 1975: Drive-Thru is introduced in January in Sierra Vista, Arizona in order to serve meals to soldiers from nearby Fort Huachuca who were not allowed to wear BDUs while off post except while in a vehicle. The Drive-Thru is later known as "McDrive" in some countries. 1976: McDonald's pays its first cash dividend . 1977: McDonald's adds a breakfast line to the U.S. menu. 1978: The 5000th McDonald's restaurant opens in Kanagawa, Japan. 1978: Hamburger University celebrates the graduation of its 15,000th student. 1979: The Happy Meal is introduced in the U.S. 1979: The first McDonald's in Southeast Asia opens, in Singapore.

1979: The first McDonald's in South America opens, in Brazil.

[edit] 1980's

A McDonald's in a Toronto, Ontario, Canada Wal-Mart store. Note the maple leaf on the Golden Arches.

McDonald's in Barcelona, Spain

1980: McDonald's introduces the McChicken sandwich, its first poultry item. It flops, and is removed from the menu, but is later reintroduced after Chicken McNuggets prove successful. 1980: The Chicken McNuggets are introduced to the menu and instantly become a success by early-1983. 1980: The 6000th McDonald's restaurant opens in Munich, Germany. 1981: The first Ronald McDonald House outside the U.S. opens in Toronto, Canada. 1981: The first McDonald's in the Philippines opens, in Morayta, Manila. 1982: The first McDonald's in Malaysia opens, at Jalan Bukit Bintang, Kuala Lumpur. 1982: McDonald's stages an in-house rivalry between the Chicken McNuggets and the Big Mac as the advertising campaign involved the slogan "Which will be number one?". 1983: After gaining much success, the McNuggets begin rolling out nationwide starting in January. 1984: The first McDonald's in Taiwan opens in January, at Songshan District, Taipei. 1984: Ray Kroc dies on January 14.

1984: The company is a main sponsor of the 1984 Summer Olympics. Its U.S. restaurants lose money on the game "When The US Wins, You Win" after the Soviet bloc nations boycott the Games, leading to a high number of medals won by the U.S (this is later parodied in an episode of The Simpsons, with Krusty the Klown's Krusty Burger chain suffering a similar fate). 1984: On 18 July, James Huberty committed the worst mass murder (at the time) in the US, when he opened fire at the San Ysidro branch, killing 21 people before he was gunned down by a SWAT team sniper. 1985: McDonald's opens its first restaurant in Italy, in Bolzano. 1985: Saul Kahan opens the first McDonald's restaurant in Mexico City, Mexico. 1987: The first Macauese McDonald's opens on the Rua do Campo, Macau. It's also the first McDonald's restaurant in Portugal when Macau was under the control of Portugal. 1987: On August 12, a Piper Cheyenne, which started in Augsburg, Germany, was on a simulated approach to Munich's main airport Riem, when all instruments failed. The plane crashed into the McDonald's restaurant in the Wasserburger Landstrasse. Fourteen people were killed in the incident: 4 in the plane, 3 on the street or in a bus, which was also struck by the plane, and 7 in the restaurant. The McDonald's in the Wasserburger Landstrasse has since been rebuilt. [1] 1987: On 23 November, The first Scottish store opened in Dundee, followed by Kirkcaldy.[8] 13 after McDonald's first appeared in Britain. 1988: The first Korean McDonald's restaurant opens in March, in Seoul's Apgujeong-dong district. 1988: McDonald's opens its first restaurant in a communist country, in Belgrade, Yugoslavia (now Serbia). Budapest, Hungary follows in the same year.

[edit] 1990's

McDonald's in Saint Petersburg, Russia

McDonald's in Sanya, Hainan (China). This one is a soft drink/ice cream stand.

1990: On January 31, the first Soviet McDonald's opens, in Moscow. At the time it is the largest McDonald's in the world . For political reasons, McDonald's Canada is responsible for this opening, with little input from the U.S. parent company; a wall display within the restaurant shows the Canadian and Soviet flags. To overcome Soviet supply problems, the company creates its own supply chain, including farms, within the USSR. Unlike other foreign investments, the restaurant accepts rubles, not dollars, and is extremely popular, with waiting lines of several hours common in its early days. 1990: Many other McDonald's restaurants open in Eastern Europe. 1990: In October, the first McDonald's opens in mainland China, in the city and Special Economic Zone (SEZ) of Shenzhen, Guangdong province. 1991: McDonald's opens its first restaurant in Portugal (expect Macau), in Lisbon's Cascaishopping. 1992: The first McDonald's opens in Africa, in Casablanca, Morocco. 1992: Stella Liebeck receives third-degree burns from coffee purchased at a McDonald's drive-through. She sued in what became known as the McDonald's coffee case. 1992: Derek Wood, an employee, and two friends rob a McDonald's in Sydney River, Nova Scotia, killing three and severely injuring another. Wood is serving a life sentence for his role in the Sydney River McDonald's murders. 1992: On April 23, the world's largest McDonald's opens in Beijing, China (over 700 seats). Along with adjacent buildings, it is later demolished. 1992: On April 28, seven McDonald's restaurants are bombed in Taiwan, killing one policeman and injuring four. 1992: The fried apple pie is replaced with a baked apple pie. Fried pies can still be found today in some locations, see the Fried Apple Pie Locator. 1993: The company launches its first sea-going restaurant aboard the Finnish cruiseferry Silja Europa, sailing between Helsinki and Stockholm. 1993: On December 8, McDonald's opens its golden arches in Saudi Arabia for the first time. 1993 McCaf is launched in Melbourne, Australia by Ann Brown. By 2002 the chain had spread to 13 countries worldwide. The first one in America was launched in 2001. By 2003 it was the largest coffee shop brand in Australia and New Zealand.

1994: The Catalyst Award is given to McDonald's in honour of their program to foster leadership development in women. 1995: McDonald's receives complaints from franchisees that too many franchises are being granted, leading to competition among franchisees. McDonald's starts conducting market impact studies before granting further franchises. 1995: In an effort to cultivate a more "adult" image, McDonald's launches the Arch Deluxe sandwich with a massive ad campaign. Both the campaign and sandwich fail miserably and are quickly discontinued. 1995: Following the end of apartheid, the first McDonald's in South Africa opens. 1996: First McDonald's opens in Belarus, marking the chain's 100th country (by its own calculation; however, this total included many non-sovereign territories). At the opening ceremony, the Belarusian militia are accused of brutality toward members of the public hoping to enter the restaurant in Minsk. 1996: First McDonald's opens in Lima, Peru, managed by Operaciones Arcos Dorados de Per S.A. 1996: The first Indian McDonald's opens. 1997: McDonald's wins the "McLibel" case, in what many consider to be a Pyrrhic victory in terms of the company's image. Only about half of the counts are in McDonald's favour despite enormous legal resources deployed against self-representing defendants. 1997: The McFlurry is invented by a Canadian franchisee. 1998: Jack M. Greenberg succeeds Michael R. Quinlan as CEO. 1999: First McDonald's restaurant opens in Tbilisi, Georgia. Jack Greenberg is elevated to Chairman and CEO. 1999: French leftist activist Jos Bov and others gain worldwide attention when they destroy a half-built McDonald's franchise in Millau (Aveyron). The incident follows a European Union ban on American meat imports, on the grounds that they use hormone treatments; in response the U.S. had increased import duties on French Roquefort cheese and other European Union products. Bov was sentenced to three months in prison for his role in the incident. 2000: Eric Schlosser publishes Fast Food Nation, a book critical of fast food in general and McDonald's in particular. 2000: The company opens its 1000th British store, inside the Millennium Dome. 2001: The FBI reports that employees of Simon Worldwide, a company hired by McDonald's to provide promotion marketing services for Happy Meals and the 'Millionaire'/'Monopoly' contest, stole winning game pieces worth more than $20 million. 2002: A survey in Restaurants and Institutions magazine ranks McDonald's 15th in food quality among hamburger chains, highlighting the company's failure to enforce standards across its franchise network. 2002: McDonald's posts its first quarterly loss ($344m), for the last quarter. It responds to the stiff competition from other fast-food restaurants, offering higher quality burgers and more variety, by attempting to move more upmarket by expanding its menu and refitting

[edit] 2000's

restaurants. It announces it is withdrawing from three countries (including Bolivia) and closing 175 underperforming restaurants.

2002: In October of this year, McDonald's opens the first of 2 corporate stores in Lincoln, Nebraska to test concept restaurant called "3N1". The concept incorporated a "Sandwich & Platter" casual dining area, a "bakery and ice cream" area featuring gourmet coffees, and a traditional McDonald's into one building [2]. The second store is launched approximately six months later [3]. The concept is spearheaded by Tom Ryan, who was Executive Vice President and Chief Concept Officer at the time. The concept is abandoned in less than a year, and Ryan leaves McDonald's to join Quiznos Sub [4]. 2003: James Richard Cantalupo is elected Chairman and Chief Operating Officer, succeeding Jack M. Greenberg. Just prior to assuming his post Cantalupo shuts down Project Innovate, a global consulting project that had already spent $170 million of a projected 5year budget of $1.2 billion.[9] 2003: McDonald's starts a global marketing campaign which promotes a new healthier and higher-quality image. The campaign was labeled "i'm lovin' it" and begins simultaneously in more than 100 countries around the world. 2003: According to Technomic, a market research firm, McDonald's share of the U.S. market had fallen three percentage points in five years and was at 15.2%. [5] 2003: The firm reports a $126M USD loss for the fourth quarter [6]. 2003: McDonald's introduces their premium salads, the McGriddles and the chicken selects. 2004: Morgan Spurlock directs and stars in Super Size Me, a documentary film in which he eats nothing but McDonald's food for 30 days to the great detriment of his health. 2004: After the release of Super Size Me, McDonald's does away with their Supersize options. 2004: Chairman and CEO Jim Cantalupo dies suddenly at the age of 60 in his hotel room of an apparent heart attack while attending the annual franchisee convention in Las Vegas, Nevada on April 19. A 30-year veteran of the organization, Cantalupo had previously served as President and CEO of McDonald's International. He is credited with introducing the premium salad line and reformulating Chicken McNuggets to include leaner, all-white meat. [7][10] Andrew J. McKenna, Sr., a prominent Chicago businessman and a McDonald's director, is elected Nonexecutive Chairman, and Charlie Bell of Sydney, Australia, is elected President and CEO of McDonald's Corporation. A month later Bell is diagnosed with colorectal cancer during a physical exam required for his new post and dies in January of the next year. Like retired chairman and former CEO Fred L. Turner, Bell began his McDonald's career as a crew member. He was promoted frequently, serving as the corporation's Chief Operating Officer and as President of both McDonald's Europe and of the Asia/Pacific, Middle East and Africa Group.[11] 2005: Jim Skinner is elected President and CEO. Skinner began his McDonald's career as a trainee restaurant manager at a McDonald's in Carpentersville, Illinois in 1971 after serving nearly ten years with the US Navy.[12][13] 2005: McDonald's experiments with call centers for drive-through orders. The center, located in Fargo, North Dakota, takes orders from more than a dozen stores in Oregon and Washington. The experiment is in part motivated by labor costs, since the minimum wage in North Dakota is over 40% lower than that in Oregon or Washington.

2005: Owing in part to competitive pressure, McDonald's Australia adopts "Made for you" cooking platform in which the food is prepared from pre-cooked meat after the customer orders (as opposed to the firm's normal procedure since 1948, in which the food is cooked then sold as needed). It should become standard practice in all Australian restaurants by 2007. Some restaurants in New Zealand also follow suit. The practice had earlier been tested, and abandoned, in the U.S. 2005: McDonald's in Singapore began their McDelivery service: customers place their food orders over the phone, and it is delivered to wherever they are. The service is available 24 hours a day, 7 days a week. 2005: McDonald's opens a Wi-Fi service in selected restaurants with Nintendo DS video games. 2005: A fired employee with Asperger's Syndrome, who was terminated for hitting a customer, murders his former manager at a McDonald's outlet in West Sussex, England. Shane Freer (20) stabbed Jackie Marshall (57) to death during a children's party at the fast food restaurant she was supervising. Freer was convicted and sentenced to life in prison by Lewes Crown Court.[8] 2005: Ronald McDonald gets a leaner, sportier look. 2006: McDonald's announces that it will include nutritional information on the packaging for all products beginning in March [9] and that its upcoming menu changes will emphasize chicken, salads, and other "fresh foods" rather than hamburgers [10]. 2006: McDonald's begins their "forever young" branding by redesigning their restaurants. 2006: Anna Svidersky is murdered by David Sullivan while working in an Anderson Road McDonald's in Vancouver, Washington. 2006: McDonald's and Disney end their 10 year promotional partnership. 2007: Dreamworks Animation and McDonald's begins promotional partnership. 2007: McDonald's reintroduces its 42-ounce super-size soda under the name Hugo. 2008: Mcdonald's introduces the McSkillet burrito. This larger breakfast consists of scramble eggs, red & green bell peppers, onions, potatoes, salsa and sausage wrapped in a flour tortilla. 2008: McDonald's introduces the Chicken Biscuit and the Southern Style Chicken Sandwich. 2008: In November, McDonald's starts phasing in new designs for their containers. They also introduced a new menu board design that featured warmer, darker colors, more realistic photos with the food on plates and drinks in glasses. The design should hit nationwide in 2009. 2009: 20th Century Fox and McDonald's begins promotional partnership. 2009: McDonald's introduces three versions of Angus Burgers: Angus Deluxe, Angus Bacon & Cheese, and Angus Mushroom & Swiss. 2009: First McDonald's opens in Cusco, Peru. Since 1996 a total of 21 McDonald's , 8 McCaf and 36 soft drink/ice cream stands are opened in Lima and across Peru. 20 more McDonald's are scheduled to be opened in the next two fiscal years.

[edit] 2010's

2010: McDonald's introduces Real Fruit smoothies and the Angus Snack Wrap. 2010: McDonald's introduces Fruit & Maple Oatmeal to its menu. 2011: McDonald's reintroduces the Asian salad. 2011: McDonald's makes a deal with the Marine Stewardship Council to certify the fish used for the Filet-O-Fish sold in Europe.[14]

[edit] References
1. ^ McDonald's publication. "Corporate FAQ". McDonald's Corporation. http://www.mcdonalds.ca/en/aboutus/faq.aspx. Retrieved 2007-11-24. 2. ^ a b c d e f "2010 Form 10-K, McDonald's Corporation". United States Securities and Exchange Commission. http://www.sec.gov/Archives/edgar/data/63908/000119312511046701/d10k.htm. Retrieved 2011-03-03. 3. ^ Smith, Craig (November 7, 2002). "North Sea Cod Crisis Brings Call for Nations to Act". [[New York Times]]. http://query.nytimes.com/gst/fullpage.html? res=9407E7DB1E3EF934A35752C1A9649C8B63. Retrieved 2010-12-30. 4. ^ Hepzden, Rosemary (2011). O'Flaherty, Brian. ed. Golden Arches under Southern Skies: Celebrating 35 years of McDonald's in New Zealand. in co-op with McDonald's Restaurants (NZ) Ltd. Auckland: Renaissance Publishing. ISBN 978-0-9864521-1-6. 5. ^ "McDonald's Unveils Chicken McBites". Los Angeles Times. 2012-01-25. http://www.newsrecord.com/content/2012/01/25/article/mcdonalds_unveils_chicken_mcbites. 6. ^ http://www.roadsideamerica.com/tip/6318 7. ^ Ray Kroc and the Fast Food Industry 8. ^ The Scotsman (Edinburgh). http://news.scotsman.com/mcdonaldsfastfood/20-years-of-BigMacs.3540018.jp. 9. ^ Paul McDougal (2006-10-16). "8 Expensive IT Blunders". Information Week. http://www.informationweek.com/news/management/showArticle.jhtml;jsessionid=VVJ5HWSF FVOKOQSNDLOSKHSCJUNN2JVN?articleID=193302693&_requestid=271307. Retrieved 0408-2008. 10.^ "Big Mac's Makeover: McDonald's Turned Around". The Economist. 2004-10-14. http://www.economist.com/business/displaystory.cfm?story_id=E1_PNRVRJR. Retrieved 200804-08. ^"McDonalds Former President and CEO Charlie Bell Dies of Cancer"