An introduction to the model of mcdonalds

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The purpose of this paper is to review the diversification and job satisfaction with employees in the workplace. McDonald's is the chosen company. This will be conducted through questionnaires, interviews, focus groups, and internal checklists. For example, the internal checklist will be used to identify symptoms and problems related diversity, and questionnaires will be utilized to find out people's grievances and other opinions about diversity-related issues at the workplace so that it can be gauged as to where the company has gaps that it could improve on. Through these tools, a variety of primary and secondary dimensions of diversity will be measured and examined in order to ascertain where the organization stands.

The following areas will be covered in this organizational analysis: the recruitment and selection process and values, dimensions of a diverse workforce, diversity initiatives taken by the organization in order to not only maintain minimum standards but to highlight another aspect of its competitive advantage, uniformity in job descriptions and compensations at similar levels, and an evaluation of training and development.



In order to evaluate the organization against some benchmarks, the criteria used to determine best practices such as those identified above, in addition to value addition to goods and services produced, include: success over time, production of quantitative and qualitative data, outcome with definite positive impact, innovation, and "replicability" and transferability to other organizations. Thus, strategies would be proposed and recommendations will be made at the end of this report.

Employees are only as good as the product or service they are representing; however job satisfaction is not determinable in its completeness (Glenn, 2008). The expectations of the employee have to be fulfilled in an efficient time, with tasks correctly done, harmony with other team members and satisfaction achieved with the employer. The fulfillment of this as a whole is equated to job competency, however, this does not equate to employee satisfaction. The significance of this position is critical; profits can be gained or lost based on what an employee achieves (Randolph, 2005).

Employee empowerment is a powerful step in creating an efficient system provided it is an employee system with constant evolution that involves stimulation training. There is no substitute for stimulation training putting an employee in a real world situation breeds real world experience (Randolph, 2005). With this credibility must be given to the employees. This can only be accomplished by giving them the autonomy to make decisions in order to defuse the typical angry customer (Heizer, 2005). Only at this point does an employee truly feel they are valuable to the company yet at the same time part of their training is the realization that they can make mistakes also; therefore, they are empowered and simultaneously responsible for their own actions (Heizer, 2005).

Another relevant aspect to employee job satisfaction is the ability to be heard. Employee feedback can be an extremely powerful motivational tool (Heizer, 2005) Giving employees the ability to make decisions without management's approval (discussed above as empowerment) is one positive step. Giving them the ability to make suggestions and even more importantly to see some of them implemented will greatly increase employee morale and dedication (Heizer, 2005).


"The term culture refers to a way of life-traditions and customs-transmitted through learning, which play a vital role in molding the beliefs and behavior of the people exposed to them" (Kottack & Kozaitis 2003). Diversity can be defined as differences in age, culture, function, gender, language, national origin, race, regional origin, religion, sexual orientation and other factors. Today a global business culture will respect all employees regardless of their diversity, and will foster the ability to express individuality and contribute their knowledge and strengths toward achieving a common goal or goals to become a top tier corporation (Essner, 2010). This includes globalization and expansion. This essay will review the several techniques that McDonalds has used on the internet, through philanthropy, the employees and globalization strategies to be a leader within the industry. The competitive edge has been the overall goal and the company has maintained such ten-fold due to the measures they have taken.

Diversity on the web

The website for McDonald's is informative on everything the company offers to the world and reflects diversity in several ways. Diversity is an important and necessary component in any business today, according to Diane Cain, director of McDonald's Diversity Initiative Group. "To be successful you have to take the diverse mixture of workers that you have got and make them work." By providing valuable leadership and resources, a corporation is enabled to integrate strategic diversity goals that affect the business in a positive way. For McDonald's diversity is defined as an environment in which differences are recognized, understood and valued.

Company Background

The founder of McDonalds was Raymond Albert Kroc, a salesperson in 1954; he mortgaged his house and invested his life savings in a five-spindled milk shake maker called the "Multimixer." Kroc heard about a McDonald's hamburger chain in San Bernardino, California. He headed West at the age of 52 where he met Dick and Mac MacDonald. Kroc persuaded them to take their hamburger chain into other areas of the country and in turn, he would run it. The first franchise opened in Des Plaines, Illinois in1955 and the business took in $366.12.

Today, McDonalds is the leading global foodservice retailer with more than 30,000 local restaurants serving nearly 50 million people. McDonald's has contacts with international vendors and is a transnational corporation all over the globe, doing business in over 119 countries each day. Its mission is "To leverage the unique talents, strengths and assets of our diversity in order to be the world's best quick service restaurant experience". Its vision: "Ensure that our employees, owner operators and suppliers reflect and represent the diverse populations McDonald's serves around the world. Harness the multi-faced qualities of our diversity - individual and group differences among our people - as a combined, complementary force to run great restaurants" (McDonalds). McDonald's corporate responsibility is called the three-legged stool: employees, owner/operator, and supplier.

McDonald's sponsors community programs, career opportunities and contributes to local economic growth. McDonalds takes pride in supporting a customer's active lifestyle, development and inclusion in the workplace. The company believes in conserving natural resources to reduce waste, and in giving back to the community. Some programs are geared strictly to help families in need. McDonalds built the Ronald McDonald House, the Ronald McDonald House Charities, the Ronald McDonald Family room, and the Ronald McDonald Care Mobile. One of their core programs, The Ronald McDonald House program, started in 1974 on a simple idea: Provide a "home away from home," for families of seriously ill children being treated in nearby hospitals. McDonald's should be recognized for their impressive record of community work in America; however, the company needs to make of point of reaching out to communities all across the world as well.

Cultural Norms

McDonalds continues to seek new initiatives in developing employees and new business opportunities. One of the issues facing McDonalds is the understanding of the cultural backgrounds of the groups that the organization meets. The globalization of McDonalds has provided many challenges and in some instances, the culture has adapted to McDonalds. In 2005, McDonalds began a "made for you" policy in Australia in which the food is cooked after the customer places their order (Wikipedia). This is opposite of what is done in the company's other global restaurants. Another issue in which McDonalds has made positive contributions to the community in which they operate is the example of the Hong Kong facilities. McDonalds was the first restaurant to offer clean restrooms, which made customers, demand this of other institutions.

One of the most compelling issues regarding McDonalds adapting to cultural norms is the fact they have become a worldwide symbol. Some regard McDonalds as the leader in the globalization of the world's economic markets. McDonalds has demonstrated an ability to bring the culture of the company to the country in which they do business. Additionally they have shown a willingness to adapt if the culture they are doing business in demands a change.

Opportunities and Challenges

McDonalds has proven it is a diverse company. They have the largest number of minority and female franchises in the quick serve industry. The company tries to balance their workers in both race and gender. More than 37% of all McDonalds US owner/operators are women and minorities with 20% being company officers, 24% being minority middle management, and 45% being women middle management. Although these numbers need to improve, they are still one of the top leading food companies for women and minorities. To have a truly diverse organization, the numbers above could increase to at least 50%. McDonalds could make the public more aware of their diverse workforce by advertising their statistics for minorities and women in the hopes to bring more aboard. The company could also include their mission and vision statement and that they are an equal opportunity employer. Advancement, however should be reserved for those who have truly earned it and not that they fill a quota for the company.

McDonalds is also doing well with other countries. They have expanded their business to other countries and have allowed them to have a voice. "Franchisee organizations of African-American, Hispanic-American, Asian-American, and women owner/operators provide members with a collective voice for discussing issues with senior management and advise the company on service to its diverse customers" (McDonald's, 2010). This allows other countries to be able to talk about the problems that face them with the main part of the company. McDonalds still gets an "A" for effort in giving back to the community and as time goes by, they will continue to make improvements to retain the leading role in the global food service

Diversity Benefits and Challenges

McDonalds must have the economic growth process as well as the employees prepared for the cultural diversity that will be occurring due to growth in the population. With this happening, people need to be trained and educated about other cultures in order to make the transitions work. Leadership styles may have to be diversified as well. With multi cultural growth happening in companies, the ethics of the corporate culture must be acknowledged and bleed within the system. These include:

The Corporate Mission: The corporate mission is the mission statement, the promise a company makes that the enterprise in which they are engaged in, and the products or services that they market, should serve an inherently ethical purpose and that a companies primary ethical responsibilities are defined by the nature of their objectives. ("Thinking Ahead," 1998)

Constituency relations: This usually requires statements of corporate responsibilities. Most of the codes describe the company's commitment toward certain groups rather than prescribing ethical conduct for specific situations. (Stone, 1996).

Policies and practices: This is also known as the Code of Conduct, since different departments may require several different policies. The Codes are the rules and regulations that all employees are required to follow. They can include respect, honesty, employee relations etc. It is important that all acknowledge the rules in order to keep the environment a professional one (Stone, 1996).

If these are used, the success of McDonalds will be astonishing and the company will be able to grow globally even at a faster pace than it has already.

Brand recognition

McDonald's must continue their posture in continual improvement of brand recognition, nutritional values, philanthropy and diversification in the workforce. As an equal opportunity employer, anyone is welcomed to apply and if qualified will reap rewards of a fulfilling job that inspires growth and teamwork. With this the market share grows, the stakeholder is satisfied and this will assist continually improve the ways to promote their products worldwide. This can be done by creating living action plans, and continually scaling and weighting the inherent risks and prioritize them according to corporate impact. Once identified, the organization must change its standards to fit the plans before each plan is set into motion, continually measuring its performance through metrics. The new capabilities by the information age leaders will direct new forms of marketing and business (Armstrong & Kotler, 2008). These attributes will assist marketing managers in their efforts to influence the level and composition of demand to meet the company's objectives. The financial focus in the marketing field is to develop a strategy that follows correct protocols for product distribution and profit. Action plans will allow financial managers to develop supporting budgets. Developing a superior product, packaging and supporting it with promotion and reliable service are the catalyst in projected profits (Kotler, 2003). McDonald's needs to address these issues to improve market share.


With the vast pace of diversity and globalization, companies need to strive in customer satisfaction along with employee fulfillment in order to stay prepared for the challenges and opportunities presented by having a diverse workforce. Global dominance will set the performance standard for customer satisfaction, increase market share and profitability through successfully implementing convenience, value and execution strategies.