Disruptive Innovation with Concepts and Technology in Mcdonald's Restaurant Case Study 2022

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DISRUPTIVE INNOVATION WITH CONCEPTS AND TECHNOLOGY IN MCDONALD’S
RESTAURANT
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Introduction
McDonald’s is well known to be one of the largest restaurant chains that mostly deal with
production and selling of fast food to different clients globally. The company serves
approximately forty-seven million clients in their daily functions in the international community.
Furthermore, McDonald’s as the restaurant of junk food, it is operated by several kinds of
ventures of businesses1. These ventures comprise of franchisee, affiliate, or corporation itself.
The ever existing processes of technology survey, continual innovation, together with the
upgrade in technology. Through disruptive modernization, the restaurant has been able to change
or transform its operations. It has changed its operations from the small bar-b-que restaurant to
the restaurant chain of fast food. Besides, transformation of this restaurant through sustainable as
well as innovative business has seen the restaurant to commence serving mostly products of
chicken, salads, burgers, desserts, beverages, wraps, and fruits for dinner, breakfast, lunch, and
even supper within 24 hours a day within the week2. Therefore, the primary purpose of this
research paper is to examine how McDonald’s always focuses on managing its disruptive with
technology. It also focuses on examining how restaurant uses varied strategies in attaining its
competitive advantage globally.
1 Gorham, Laura M., Courtney Gibson, and Erica Irlbeck. "Making A Case For Mcdonald’S: A
Qualitative Case Study Examining The Mcdonald’S “Our Food Your Questions” Campaign".
Journal Of Applied Communications 100, no. 4 (2016). doi:10.4148/1051-0834.1239.
2 Astuti, Lutfi Inayah, and Rodhiyah . "The influence of corporate social responsibility and
corporate image against a loyalty customers (case study on fast-food restaurant mcdonald's
indonesia semarang)". JURNAL ADMINISTRASI BISNIS 6, no. 2 (2018): 96.
doi:10.14710/jab.v6i2.16610.

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Figure 1: McDonald's restaurant in Thailand
Disruptive Innovation in McDonald’s restaurant
In most cases, disruptive innovation tends to stand out as the idea of generating the new
market together with valuable network. It also leads to ultimate disordering of the existing
market and value system, alliances, displacing founded marketing-top corporations, with
disrupts. Besides, disruptive innovation is just the technology whose utilization significantly
affects the functioning of different markets of how a company functions3. For example, modern
disruptive innovation in McDonald’s in diverse markets such as in New Zealand is the internet
that hugely changes how the restaurant does its operations. The utilization of internet has both
positive alongside negative influences on various departments of the chain that has not been
3 Cirillo, Valeria, Mario Pianta, and Leopoldo Nascia. "Technology And Occupations In
Business Cycles". Sustainability 10, no. 2 (2018): 463. doi:10.3390/su10020463.

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ready to adopt such usage of the internet. Moreover, disruptive innovation within this restaurant
has been in play within its several departments4. Such disruption occurs due to the use of high
skill with the presentation of individual computers alongside mobile devices in the initial stage
then followed by the mobile internet, the internet of things (IoT), as well as the cloud.
Disruptive innovation has enhanced the operations of direct chains of McDonald’s. For
instance, the change has aided in the enhancement of safety of food and improving the quality of
products together with services that the restaurant offers to its esteemed and targeted clients5.
Disruptive modernization in the restaurant, in most cases, can be differentiated from other
operations that rely on technology. The differences arise in that it concentrates much on
application of the technology instead of utilization of technology on its own6. Hence, disruptive
innovation in McDonald’s in most global markets can be utilized to describe its techniques that
fail to be genuinely disruptive. The traits of innovation, in most cases, seem to contradict with
proper and consistent functioning in operations although they work as a unit to enable the
restaurant to continue in progress.
Issues or concepts of disruptive innovation alongside its significance in McDonald’s
4 Majumdar, Debashis, Pradipta Kumar Banerji, and Satyajit Chakrabarti. "Disruptive
Technology And Disruptive Innovation: Ignore At Your Peril!". Technology Analysis &
Strategic Management 30, no. 11 (2018): 1247-1255. doi:10.1080/09537325.2018.1523384.
5 Mohr, Sebastian, and Omera Khan. "3D Printing And Its Disruptive Impacts On Supply Chains
Of The Future". Technology Innovation Management Review 5, no. 11 (2015): 20-25.
doi:10.22215/timreview942.
6 Zhang, Li, Duo Pei, and Miklos A. Vasarhelyi. "Toward A New Business Reporting Model".
Journal Of Emerging Technologies In Accounting 14, no. 2 (2017): 1-15. doi:10.2308/jeta-
10570.