Lesson Task – Question 2

Use the internet to research the history of the fast food chain McDonald’s and explain which parts of the SCAMPER model are evident in its development onto its current success.

This lesson task was a lot of reading and research work. It’s a great success story and actually really inspiring reading. From just one restaurant to over 38,000 restaurants in over 100 different countries. With some new innovative thinking and concept in terms of fast food. McDonald’s is one of the most popular dining brands. Family-friendly, familiar and you can get it almost anywhere in the world.

Substitute something

In 1948 the brothers Richard and Maurice McDonald noticed that almost all profits from the restaurant came from hamburgers. They closed and began to remodel the restaurant and implemented some new changes. The innovative “Speed service system”. Here they substituted the need for waiters. The also changed their menu from mostly barbecue to only selling hamburgers, French fries and milkshake. So they substituted the old menu for a new one. They also change their name one last time from “McDonald’s Bar-B-Que” to simply “McDonald’s”.

Combine it with something

In 1975 McDonald’s opened its first drive-thru. Giving the Americans a fast, convenient way to get a fast food meal without stepping foot inside the restaurant. The Drive-thru sales eventually accounted for more than half of McDonald’s systemwide sales.

Adapt something to it

Ray Kroc, a seller of multimixer milkshake machines became interested in the Mcdonald brothers when he found out they were using eight of his machines in their San Bernardino restaurant. He went to take a look at the restaurant, soon believing that the McDonald’s formula was a ticket to success and suggested that they franchised the restaurant all over the country. Inventing the concept of fast food.

Modify or Magnify

Due to McDonald’s skillful marketing and flexible response to customer demand in the 1960s McDonald’s became a success. In 1968, McDonald’s opened its 1000th restaurant.

Today McDonald’s have more than 38,000 restaurants in the world located in over 100 different countries. They serve around 69 million people every day.

Magnified in size from just one restaurant to over 38,000 restaurants today. Wow!

Put to other uses

The Ronald McDonald charity is a non-profit organization. That provides a place to stay for families with hospitalized children. There are 368 Ronald McDonald Houses in 64 countries and regions around the world. The first Ronald McDonald house opened in 1974.

Eliminate something

In 2018 McDonald’s announces it will ban plastic straws after sumOfUs.org campaigned against the plastic straws of McDonald’s and collected more than a half a million signatures. McDonald’s replaced them with environmental friendly paper straws.

Reverse or Rearrange

In 1995 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.






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