Research on the Business Model & Advertisement of McDonald’s

Chuanxi Qiu
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Chuanxi Qiu: Pennsylvania State University-Park

A chapter in Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), 2022, pp 417-421 from Springer

Abstract: Abstract COVID 19 has a huge impact on all walks of life. If companies want to grasp the nettle, they must have excellent conditions or be able to adjust policies on time. All companies that are not affected by the economic crisis must have their own advantages. One of the giants in the restaurant industry - McDonald's, will be analyzed in detail in this article. Researching a well-known brand can be a challenge. But most of the previous studies focused on McDonald's business strategy and basic publicity model. This article will analyze McDonald's advertising communication through the 6 factors in "Why things catch on", trigger, stories, emotion, practical value, social currency, and public. Besides, the special profit model and development path of McDonald's will be explained. The data used in the research comes from McDonald's balance sheet, income statement, and analysis of McDonald's stock price in recent years. Our findings indicate that McDonald's unique operating model, such as making money from "rent", the "tricky part" on McDonald's take-out bags, and McDonald's ability to “read customers’ hearts”, have accomplished McDonald's Empire what we see today.

Keywords: Business model; advertisement; McDonald’s; real estate; and COVID 19 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-036-7_61

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DOI: 10.2991/978-94-6463-036-7_61

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