Buyer Persona

3116 Bigelow commons

Enfield, CT, 06082

415-513-8143

aandijany@baypath.edu

December 1, 2015

Zain Aldawaleebi

3116 Bigelow commons

Enfield, CT, 06082

Thank you for contacting us regarding McDonald’s menu selection for vegetarians. We appreciate your thoughts, and hope the following information will interest you.

First, at McDonald’s we are always reviewing our menu, developing new products, and looking for ways to satisfy the diverse tastes of our customers. We feel it is important to offer a variety of menu items that can be enjoyed and fit into my well balanced diet.

We presently serve several items that vegetarians can enjoy at McDonald’s garden salads, French fries and hash browns (cook in 100 percent vegetable oil), hotcake, scramble eggs, whole grain cereals, and English muffins.

As we explore our and teste new product concepts, we also look at non-meat versions.  Unfortunately, when we have tested these options with consumer, customer response was not strong enough to warrant expansion.

We operate our restaurants on the philosophy that “the customer is the reason for our business.” Ultimately, it is our customers who decide what products we offer. That is why you will find many different menu items available at McDonald’s restaurant worldwide to satisfy these varying tastes and cultures.

I hope I have explained our approach to developing product we hope you will enjoy it. If you have any additional questions, please fel free to call me collect at the above listed number.

Thanks again for taking the time to share your thoughts with us.

Sincerely,

Ahmed Andijany

Ahmed Andijany        

McDonald’s Inc.

1-800-244-6227

jeff.mochal@us.mcd.com

McDonald's Announces Official Opening of First Restaurant in Vietnam

McDonald's added 10,000th Restaurant in the Asia Pacific Region

Ho Chi Minh, Vietnam — February 10, 2014 — McDonald’s Corporation announced the opening of its first restaurant in Vietnam, which also marks the 10,000th restaurant for the chain in the Asia, Pacific, Middle East, and Africa region.

The opening of the 24-hour Drive-Thru McDonald's restaurant -- the first drive-thru restaurant ever in Vietnam -- heralds an entirely new level of dining convenience for customers in Ho Chi Minh City. Strategically located at the busy roundabout at intersection of Dien Bien Phu and Nguyen Binh Khiem Streets in District 1, the two-story standalone restaurant is easily accessible for commuters to purchase a McDonald's meal on the go using the Drive-Thru service.

Don Thompson, McDonald's President and CEO said "We're proud to open our 10,000^th regional McDonald's restaurant in Vietnam, a country which offers tremendous opportunity to grow our Brand. He also said" "I'm thrilled to be here to celebrate with our local team and welcome our new employees and customers together. Our commitment in this part of the world and everywhere is to deliver a modern and exciting restaurant experience with delicious food and drinks, at the convenience our customers expect from McDonald's."

McDonald's has added a now meal in the menu which is the McPork burger and it was especially created to reflect local Vietnamese tastes.

"Today is a very special day for the entire McDonald's Vietnam team. All of us have been highly inspired by the tremendous support we have received from the global McDonald's team and the rigorous operational training our team has experienced over the past year. We are extremely proud to serve our customers who have long waited for the arrival of McDonald's here," said Henry Nguyen, founder of Good Day Hospitality and developmental licensee of Vietnam.

ABOUT McDONALD'S: McDonald's is the world's leading global food service retailer with more than 35,000 locations serving approximately 70 million customers in more than 100 countries each day. More than 80% of McDonald's restaurants worldwide are owned and operated by independent local business men and women. To learn more about the company, please visit: www.aboutmcdonalds.com and follow us on Facebook
(http://www.facebook.com/mcdonaldscorp) and Twitter (http://twitter.com/McDonaldsCorp).

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History of McDonald's

The McDonald family moved from Manchester, New Hampshire to Hollywood in the late 1930s, where brothers Richard and Maurice McDonald began working as set movers and handymen at Motion-Picture studios.^[4] In 1937, their father Patrick McDonald opened "The Airdrome", a food stand, on Huntington Drive (Route 66) near the Monrovia Airport in Monrovia, California^[5] with Hot dogs being the first item sold. Then Hamburgers were ten cents, and all-you-can-drink orange juice was five cents. In 1940, 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 Bar-B-Que" and had twenty-five menu items, mostly barbecue.

In October 1948, 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-service operation. The brothers took great care in setting up their kitchen like an assembly line to ensure maximum efficiency. The restaurant's name was changed again, this time to simply "McDonald's," and reopened on December 12, 1948.

In 1952, the brothers decided they needed an entirely new building in order to achieve two goals: further efficiency improvements, and a more eye-catching appearance. They collected recommendations for an architect and interviewed at least four altogether, finally choosing Stanley Clark Meston, an architect practicing in nearby Fontana, in the fall.^[4] The brothers and Meston worked together closely. They achieved the extra efficiencies they needed by, among other things, drawing the actual measurements of every piece of equipment in chalk on a tennis court behind the McDonald house (with Meston's assistant Charles Fish).^[6] The design achieved a high level of noticeability thanks to gleaming surfaces of red and white ceramic tile, stainless steel, brightly colored sheet metal, and glass; pulsing red, white, yellow, and green neon; and last but not least, two 25-foot yellow sheet-metal arches trimmed in neon, called "golden arches" even at the design stage. A third, smaller arch sign at the roadside hosted a pudgy character in a chef's hat, known as Speedee, striding across the top, trimmed in animated neon. Further marketing techniques were implemented to change Mc Donald's from formerly a sit down restaurant to a fast food chain, they used such things as turning off the heating to prevent people wanting to stay so long, fixed and angled seating so the customer would sit over their food promoting them to eat faster, spreading the seats further apart so being less of a socialble place to dine in, and giving their customers branded cone shaped cups forcing them to hold their drink whilst eating which would speed up the eating process, many other companies followed Mc Donald's strategies to turn their own restaurants into fast food establishments including, Burgerking, Castle and Subway. ^[4]

In late 1952, with only a rendering of Meston's design in hand, the brothers began seeking franchisees.^[4] Their first franchisee was Neil Fox, a distributor for General Petroleum Corporation. Fox's stand, the first with Meston's golden arches design, opened in May 1953 at 4050 North Central Avenue at Indian School Road in Phoenix, Arizona. Their second franchisee was the team of Fox's brother-in-law Roger Williams and Burdette "Bud" Landon, both of whom also worked for General Petroleum. Williams and Landon opened their stand on 18 August 1953 at 10207 Lakewood Boulevard in Downey, California. Today the Downey stand has the distinction of being the oldest surviving McDonald's restaurant.^[7] The Downey stand was never required to comply with the McDonald's Corporation's remodeling and updating requests over the years because it was franchised not by the McDonald's Corporation, but by the McDonald brothers themselves to Williams and Landon. (Recognizing its historic and nostalgic value, in 1990 the McDonald's Corporation acquired the stand and rehabilitated it to a modern but nearly original condition, and then built an adjacent museum and gift shop to commemorate the site.)

In 1954, Ray Kroc, a seller of Multimixer milkshake machines, learned that the McDonald brothers were using eight of his machines in their San Bernardino restaurant. His curiosity was piqued, and he went to San Bernardino to take a look at the McDonalds' restaurant. He was joined by good friend Charles Lewis who had suggested to Kroc several improvements to the McDonald's burger recipe.

Believing the McDonalds' formula was a ticket to success, Kroc suggested they franchise their restaurants throughout the country. The brothers were skeptical, however, that the self-service approach could succeed in colder, rainier climates; furthermore, their thriving business in San Bernardino, and franchises already operating or planned, made them reluctant to risk a national venture.^[4] Kroc offered to take the major responsibility for setting up the new franchises elsewhere. 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. The brothers were to receive one-half of one percent of gross sales.^[4] Kroc's first McDonald's restaurant opened on April 15, 1955, at 400 North Lee Avenue in Des Plaines, Illinois, nearChicago. (It was demolished in 1984 after many remodels.) Kroc incorporated his company as McDonald's Systems, Inc., which he would later rename McDonald's Corporation.

Once the Des Plaines restaurant had become 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 Frejlach 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.

Buyer Persona

name	Joni
Age	20
Who this person?	Student at Bay Path University
What problems does this buyer have?	He doesn’t have time to cook and he doesn’t have a lot of money
Problems you solve for this buyer?	He doesn’t have to cook anymore and it’s cheap
How are you remarkable?	You can find McDonald’s anywhere
Proof	Since 1955, we’ve been proud to serve the world some of its favorite food. We’re proud to have become one of the world's leading foodservice retailers in more than 100 countries, with more than 36,000 restaurants serving approximately 69 million people every day.
Where are they?	Facebook – tweeter – YouTube – Instagram
Your company personality	Stilling best favorite food
Creative	Delicious
Tone of voice	I’m lovin’ it
Keyword phrases	Burger – French fries - McDonald’s – Big Mac
Marketing tactics	Twitter, YouTube, email newsletter