McMishaps and McVictories: The PR history of McDonald's

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The story of McDonald's has become almost legendary, from a small, family‐owned restaurant to a multi‐billion dollar global giant with more than 30,000 restaurants. Between incorporation and the millennium, McDonald's saw profits increase in every consecutive quarter. McDonald's currently accounts for 43 per cent of total US burger sales, and earns four times that of its nearest competitor. To become such a player in global business, the marketing and PR departments must have been doing a great job, surely? Well, maybe not. McDonald's have had their ups and downs in the public eye, yet each time seems to escape unscathed. This article details exactly how McDonald's have responded during four notable PR crises.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2007), "McMishaps and McVictories: The PR history of McDonald's", Strategic Direction, Vol. 23 No. 8, pp. 12-14. https://doi.org/10.1108/02580540710759098