MCDONALDS

THE HISTORY

Ray Kroc started it all when he bought the franchise of a small burger joint owned by Dick and Mac McDonald, and opened his first restaurant in Des Plaines, Illinois in 1955. Now, McDonald’s has more than 30,000 restaurants, serving nearly 50 million people in over 119 countries everyday, making it the number one quick-service restaurant in the world.

MCDONALDS IN THE PHILIPPINES

               George T. Yang built the first Golden Arches in the Philippines in 1981. As of 2005, McDonald’s Philippines is a 100% Filipino-owned company. From its first restaurant along Morayta, Manila in 1981, McDonald’s has grown to become one of the leading fast food chains with close to 300 restaurants nationwide! With Kenneth S. Yang at the helm, McDonald’s is now a multi-billion peso company that continues to expand and serve Filipinos all over the country.

McDonald’s is a customer-oriented company that strives to offer Filipinos a combination of great tasting, quality food products at value prices with excellent service.

               Well loved McDonald’s products like the Big Mac, Cheeseburger, World Famous French Fries, Egg Muffin, Apple Pie, Sundae and the Happy Meal, plus local favorites like Chicken McDo, Burger McDo and McSpaghetti are products of our passion to always give what our customers want. McDonald’s ensures high standards in all aspects of operations, promising our customers only the best meals in every restaurant at any time. Recently, McDonald’s pioneered 24/7 restaurants and 24/7delivery service to cater to our customers’ changing lifestyles.

               Apart from our products and services, McDonald’s gives back to the community through the Ronald McDonald House Charities (RMHC). RMHC supports children’s development and well-being through Bahay Bulilit and Bright Minds Read (BMR). Every Happy Meal purchase gives 50 centavos to RMHC. Bahay Bulilit, a partnership between RMHC and the Department of Social Welfare and Development (DSWD), builds day-care centers and provides primary education to children below 6 years old. Bright Minds Read (BMR), on the other hand, is a partnership program with the Department of Education that teaches beginning reading to Grade 1 public school students. (For more information on RMHC and how you can contribute, please visit the RMHC page.)

Mission, Vision and Values are the guiding principles of how we should conduct our everyday business.

Vision

Una sa Pamilyang Pinoy! It means to be the first to respond to the fast changing needs of the Filipino family. The first choice when it comes to food and dining experience! And the first mention as the ideal employer and s ocially responsible company.

Mission

To serve the Filipino community by providing great-tasting food and the most relevant customer delight experience!

Jollibee and McDonald

Manila — Sometime in the late 1970s, Tony Tan Caktiong, the owner of a small ice cream parlor in a lower- middle-class neighborhood here, learned that an American hamburger chain was coming to invade the Philippines.
Worried that his store, which had just started selling burgers, might get floored by the new competition, Tan Caktiong, a Filipino of Chinese descent, took a leaf from the Chinese military tactician Sun Tzu: he flew to the United States to know his future enemy.
When he returned to the Philippines a few weeks later, Tan Caktiong brought with him an arsenal of ideas on how to fortify his store, called Jollibee, to face the newcomer.
By the time McDonald's put up its first store here, in 1981, it no longer offered anything new. Jollibee, meanwhile, was already prepared, having opened nine branches and started an aggressive marketing campaign. Jollibee entered the list of the top 1,000 corporations in the Philippines that same year. By 1984, it was in the Top 500 list and dominated the local fast-food market.
The Philippines, The Economist magazine wrote in 2002, "is a huge embarrassment to McDonald's," citing a Taylor Nelson Sofres study showing that Jollibee was the "most often visited" fast-food restaurant in the country.
Jollibee had grown so big and confident that, in 1986, it opened its first store overseas, in Taiwan. It was a sign of things to come. In 1998, Jollibee would encroach on McDonald's home territory, opening its first U.S. store in Daly City, California, which has a large Filipino population.
Today, Jollibee has more than 700 stores in the Philippines and 25 in other countries, selling more than half a million burgers every day. McDonald's has about 700 outlets in the Philippines, according to Cerwin Eviota, a public relations consultant for the chain.
According to company officials and food experts, Jollibee owes its success to the fact that it respects local tastes. Unlike McDonald's, which was constrained by its obligation to remain faithful to its core products, Jollibee was flexible.
It helped that Jollibee makes sweet spaghetti, which is a turnoff to foreigners but loved by Filipinos, particularly children. It also offers Filipino fare like palabok - vermicelli noodles topped with sauce and fish flakes - and arroz caldo - rice porridge with chicken bits.
It may be hard for McDonald's to match that, but it is certainly trying. This year, the McDonald's Philippine franchise became 100 percent Filipino-owned, which gave its owners some flexibility. George Yang, the Filipino-Chinese chairman of Golden Arches Development, the local McDonald's franchisee, now has taken a leaf from Tan Caktiong's book.

Yang said that his full acquisition of the franchise here would enable McDonald's to "give our customers even more by being more sensitive and responsive to their changing tastes and wants and by adding a local flavor to our product range."