Saturday, June 2, 2007

McDonald's: Behind the Arches

by : John F. Love

If you have ever wondered what happens behind the scenes at every Mc Donald's restaurant this is the book for you. How does Mc Donalds have your order ready by the time you drive through from the order mike to the pick up window? What is the story behind the Clown Ronald Mc Donald and why is he so popular today (by some records he is second in popularity in the US only to Santaclaus) as the Mascot of Mc Donalds? This is the book to read.

The books starts when Mc Donalds was just a fledgling operation , a single store sun by the Mc Donald brothers who have discovered a better, faster and a more efficient way of running a Fast food Joint and then takes you on a Roller coaster ride of the history of Mc Donalds from day one till about 1986 when the books was originally published and Mc Donalds became the huge monolith that it is today. The evolution part is really interesting, for example why and how do Mc Donalds French fries taste the same all around the world, and what is the secret behind those french fries, with just the right amount of crispiness, the soft insides and the tasty golden crust. did you know the Mc Donalds fries are dipped in a light sugar solution just before frying to give that golden brown color.

The book gives you a good insight into the mind and thinking of founder of modern day Mac Donald's - the indomitable Ray Kroc and the hundreds of suppliers and franchisees who made Mc Donalds the success that it is today. The author is of course unabashedly positive about the company and the people behind the scenes but I guess that is the compromise you have to make if you want the inside view of such a business. After all why should people speak to you if you are going to write a critical commentary of their business.
But critical or not, the book is an immensely good read and with 450 + pages in pretty much detail. Should be a must read for anyone entering into a franchising / food business.

For Marketing fanatics the pages present very good lessons in how Mc Donalds initially stumbled and how it got back on track when the chain expanded internationally customizing to just the right amount to local tastes.

PS: This is not from the Book , Also have a look at the regional Mc Donalds dishes and the amount of customization they have done here. Copy of the original post here.

2 comments:

Anonymous said...

hi Hari,
thanks for posting the review. Actually, i have read this book half only. But after your review i think i need to complete it. Keep Posting :)

Rodrigo said...

Oi, achei teu blog pelo google tá bem interessante gostei desse post. Quando der dá uma passada pelo meu blog, é sobre camisetas personalizadas, mostra passo a passo como criar uma camiseta personalizada bem maneira. Até mais.