Report of Consumer Satisfaction of McDonald's

Contents Page

Section No.

1. Introduction

2. Procedures

3. Findings

a) Background of McDonald's

b) Mission of McDonald's

c) McDonald's menu items

d) Measures for consumer services by McDonald’s

e) Delivery service

f) Competitions

g) Consumer’s complaints

h) Questionnaire results

4. Conclusions

5. Recommendations

6. Appendixes: Questionnaire about the consumer satisfaction of services of McDonald’s in Changsha

1. Introduction

As requested, this report is based on a market research on the consumer satisfaction of the services of McDonald's in China.

This report shows McDonald's background , history, an introduction of its services and reveals the benefits and the drawbacks of the services of McDonald's in China, in the increasing restaurants in China, for McDonald's in China itself and also the customers. Also, there are some recommendations for McDonald's.

2. Procedures

The information shown in this report was gathered from:

http://www McDonald's com/

http://www.bokee.net/newcirclemodule/article_viewEntry.do?id=464256&circleId=111136

http://www.mcdonalds.com.tw/

http://en.wikipedia.org/wiki/McDonald's http://www.customerservicemanager.com/dealing-with-customers-complaints.htm

3. Findings

a) Background of McDonald's

McDonald’s founders Dick and Mac McDonald started with their little drive-in restaurant in San Bernardion, California in the late 1940s. But McDonald's today serves 38 million customers each day, 20 million of them in the USA. It's about 23000 restaurants in more than 100 countries around the world. It's one of the world's great entrepreneurial organizations, with most restaurants worldwide run by a franchisee or affiliate partner of the company. It's one of the two most recognized and powerful brands in the world, the other being Coca-Cola, the only soft drink supplier to McDonald's today. It's a growing company, adding more than2000 new restaurants to their system each year. This means a new McDonald's will open somewhere in the world every five hours of every day. It generates sales of more than $31 billion a year and earns net income of more than $1.5 billion annually.

McDonald's opened its first restaurant in Changsha in 1998. It's the joint venture partnership between McDonald's and the General Corporation of Changsha Agriculture, Industry, and Commerce.

b) Mission of McDonald's

To leverage the unique talents, strengths and assets of our diversity in order to be the World’s best quick service restaurant experience

c) McDonald's menu items

McDonald's offers a variety of fast-foods, desserts, and beverages. Some items are only specific to certain regions. From 2005 McDonald's has offered more healthful alternatives, including salads, deli-style rolls, fruit, and a low-fat beef burgers, as well as having made improvements to its regular products, using low-fat canola oil blend, low-sugar buns, and deli-style bacon. In the beginning of 2006, McDonald's started printing Nutrition Facts on the packaging of their products after pressure from groups and individuals who said nutritional information on charts and pamphlets available in the restaurants was not comprehensive enough. Beginning in early 2007, recommended daily intake information will be printed on most packing in Changsha.

d) Measures for consumer services by McDonald’s

At present, the fast-food industry's "efficiency" has become the competitive of the key, fast food consumers have not only hope that the food is clean, sanitary and some heat, but also attaches great importance to acceptable service efficiency, as soon as possible on whether to be given the food. To that end, McDonald's takes a series