Exploring McDonald's Dynamic Capabilities for Innovation

The research handbook includes 12 articles and online sources that explore the theme of innovation, dynamic capabilities, and strategic management in the context of McDonald's success. The articles analyze various aspects such as relationship capabilities, quality, and innovation as determinants of export performance, building dynamic capabilities for innovation, and evaluating firm technological innovation capability under uncertainty. The online sources discuss the company's history, marketing strategies, and trends in the fast food industry. Overall, the content provides insights into the factors contributing to McDonald's long-term success.

Improving
Organization
al
Innovation
Capabilities

EXECUTIVE SUMMARY
In globalized markets where there is hyper competitive environment, rapid technological
changes are occurring in order to bring innovation. In the present scenario, there is shorter
product and technology lifecycle which is the major challenge that firms are facing. Thus, in
order to sustain their business in the long run, to have innovation in the offered products and
services is necessary as it will increase their lifecycle. Organizations which are having high
innovation capabilities are likely to stay in the market for longer duration with earning profits.
This is the reason; maximum firms are paying increasing attention to innovation as it is the key
driver of competitiveness in the global economy. In the present report, there will be discussion
on the firm, McDonald’s and the industry, to which it belongs, that is, fast food and restaurant
sector. McDonald’s is the world’s largest chain of hamburger fast food restaurants that is serving
around 119 countries across the globe. Restaurant is having 68 million customers with having
more than 36,000 outlets.
McDonald’s has introduced numerous products over the years in order to main in the
competition and to have competitive advantage over others by bringing innovation in its products
and services. These innovations made necessity for the firm to make several additions in their
menu items so that it would be able to answer the critics and consumers with respect to their
health concerns. The existing innovation of restaurant has impacted its performance to a high
extent. There are other trends also which would affect the fast food industry in 2016 and which
firms in fast food sector are needed to keep in consideration while performing business. These
are chef-driven fast casuals, micro cuisines, mindful dining, vegetables as the stars and digital
advances. Thus, by the year 2020 and beyond, McDonald’s is having operational goals, that is,
20% increase in energy efficiency of company-owned restaurants, enhancement in energy
efficiency through restaurant standards and minimizing waste and increasing the amount of in-
restaurant recycling to 50%.
There is a gap identified in the existing innovation by McDonald’s and required
innovation in future. In order to fill it, firm is required to make strategies from now only so that it
can successfully reach in the year 2020 and beyond and can make attractive profits. Thus, it can
be concluded that to remain in the competition in the long run and to sustain business
productively, innovation has become essential for the firms in fast food industry.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Purpose of the report and structure..............................................................................................1
THE ORGANIZATION AND INDUSTRY OVERVIEW.............................................................1
The Organization and its Innovation History..............................................................................1
The Organization’s existing Innovation Performance and Capabilities......................................2
The Industry in 2016....................................................................................................................4
THE FUTURE OF INDUSTRY BY 2020 AND BEYOND...........................................................5
THE ORGANIZATIONS INNOVATION REQUIREMENTS BY 2020 AND BEYOND...........6
CLOSING THE INNOVATION GAP............................................................................................7
Building the Future Capabilities for the Organization................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Purpose of the report and structure
In globalized markets where there is hyper competitive environment, rapid technological
changes are occurring in order to bring innovation. In the present scenario, there is shorter
product and technology lifecycle which is the major challenge that firms are facing. Thus, in
order to sustain their business in the long run, to have innovation in the offered products and
services is necessary as it will increase their lifecycle. Organizations which are having high
innovation capabilities are likely to stay in the market for longer duration with earning profits
(Camisón, César and Ana Villar-López). This is the reason; maximum firms are paying
increasing attention to innovation as it is the key driver of competitiveness in the global
economy.
In the present report, there will be discussion on the firm, McDonald’s and the industry,
to which it belongs, that is, fast food and restaurant sector. Along with that, an overview of
organization and industry will be done with the innovation history of organization and existing
innovation performance and capabilities. In addition o this, performance of industry in the year
2016 will be highlighted along with its future in 2020 and beyond. Apart from that,
organization’s innovation requirements in 2020 and beyond will be analyzed. After that, the
innovation gap will be assessed in which innovation capabilities for the restaurant will be built.
THE ORGANIZATION AND INDUSTRY OVERVIEW
The Organization and its Innovation History
McDonald’s is the world’s largest chain of hamburger fast food restaurants that is serving
around 119 countries across the globe. Restaurant is having 68 million customers with having
more than 36,000 outlets. It was found in United States in 1940 and began a barbeque restaurant.
At present, the organization is either operated by franchisee, an affiliate or the corporation itself.
The revenues which this restaurant earns are from the rent royalties and fees paid by the
franchisees (Crossan and Apaydin, 2010). As per the BBC report of 2012, McDonald’s annual
revenue was of $27.5 billion and profits of $5.5 billion. It was the world’s second largest private
employer behind Wal-Mart in that year. Reason behind same is that it is having 1.9 million
employees among which 1.5 million of those people who work for franchises. Earlier,
McDonald’s was selling hamburgers, French fries, soft drinks, milkshakes, cheese burgers,
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chicken and desserts. However, with the change in tastes of customers and to run with the
dynamic business environment, firm expanded its menu and started offering salads, fishes,
wraps, smoothies, fruits and seasoned fries. But the menu is not same in everywhere as it
changes nation to nation depending upon the tastes and culture of people living there.
McDonald’s has introduced numerous products over the years in order to main in the
competition and to have competitive advantage over others by bringing innovation in its products
and services (Yang, Marlow and Lu, 2009). It was the first major international fast food
restaurant that was running its business with earning huge profits. Restaurant is continuously
driving innovation in its fast food and advertising it in a well manner. In its innovations, the
major one was Specialty Coffee which made McDonald’s more than just a fast food restaurant. It
provided facility to customers to come in evenings and sit in the McCafe with sipping
cappuccino. Apart from that, in this firm, breakfast accounts for only about 25% of the total
revenues, but it is sold at a higher than average profit margin (74 Years Of McDonald’s
Marketing In Two Minutes, 2016). It is because; there is some dieffrence in its breakfast in
comparision to other brands. In its breakfast dollar menu, items like a small regular coffee, a
sausage McMuffin and hash browns, a sausae burrito and a sausage biscuit is included which is
capturing the attention of maximum customers.
In addition to this, the latest innovations which McDonald’s has made is that of Chicken
Snack Wrap which has reached the mass market in six months and provided over sales exceeding
the company’s projections by 20%. There many stores of McDonald’s that used to open 24 hours
a day with offering high quality coffee and making its stores warmer and more accessible so that
people can visit the store anytime they would like to and will have relaxation and comfort with
coffee (Hatchuel, Lemasson and Weil, 2006). It has decreased the sale of Starbucks. Major
innovation which firm has made since a long time and on which it is continuously making
modifications is its price which is less in comparison to any other fast food restaurant.
McDonald’s has revamped its innovation process so that right products can be brought in the
market at the right time so as to enhance its customer base. This process proved to be very
helpful in producing some big winners like Egg McMuffin breakfast sandwich, the Big Mac and
kid-friendly Happy Meals (Bartel and Garud, 2009). Thus, it can be said that consistency and
innovation are contradict to each other but highly contributing in the growth and success of
McDonald’s by working together.
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The Organization’s existing Innovation Performance and Capabilities
McDonald’s gained a lot of benefits through bringing continuous innovation in its
products and services through which it is sustaining the business since a long time and still
running in a smooth way along with having high goodwill in the market. These innovations have
increased its market share which is helping the firm in gaining higher profits as well as more
investors. Apart from that, customer base of the organization has enhanced to a high extent as
company has expanded in many new areas and captured the attention of many new prospects
through offering differentiation in comparison to the products of competitors (Innovation: A
Happy Meal For McDonald's, 2016). However, on the other hand, McDonald’s has faced many
challenges as well over the years in relation to health concerns; especially for children. For this
purpose, it has established GAC which is an international team of independent experts that were
assembled by McDonald’s so that they can provide professional guidance in the areas of
nutrition and children’s well being.
Apart from that, these innovations made necessity for the firm to make several additions
in their menu items so that it would be able to answer the critics and consumers with respect to
their health concerns. Along with Snack Wrap and Specialty Coffee, McDonald was needed to
offer variety of salads, fruit and maple oatmeal along with the option of Happy Meal in which it
offered apple dippers and apple juice or 1% low fat milk as well. The existing innovation of
restaurant has impacted its performance to a high extent (Wilson, 2016). However, along with
positive implications, a few negative effects were also there. It can be explained like when it
comes to sustainable environmental practices, McDonald’s has always been challenged by the
activist group London Greenpeace. However, in response, restaurant formally established a
Global Environmental Commitment in 1990. It has cleared the misconception of people
regarding their food that it badly affects the health and destructs the rainforests. It has shows the
entire globe that McDonald’s is taking steps to reduce solid waste and conserving and protecting
the natural resources (Cosman, 2014). One of the major proofs of this commitment is that
company is making 80% of packaging from renewable materials.
From the last several years, there have been many changes in the menu of McDonald’s
and it has grown by 70%. It played a significant role in increasing the customer base by
capturing the attention of new customers in accordance with the tastes of whom, new products
have been launched by the firm. However, it also proved to be an issue for the restaurant as these
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menu items has led to complaints that speed of McDonald’s has been slowing down. It affected
the customer and employee satisfaction to a very high extent. For that purpose, firm has designed
a campaign named “Our food, your questions” to know the issues that customers are having with
the products and services of restaurant. It is to combat with the negative stereotypes that
McDonald’s is facing over the years and got successful in allying the fear of many consumers
who were having a wrong perception about its products and services (Aragón-Correa, García-
Morales and Cordón-Pozo, 2007). It is striving to be more transparent and working on ethical
grounds so that it can survive in the long run with high sustainability by making customers stay
with it in the long run.
The Industry in 2016
The Fast Food Industry is in limelight in every nation as it is having the maximum
fluctuation due to changing tastes and preferences of customers on continuous basis. At the
global level, this sector is growing over the past five years despite of being affected by a
weakened global economy as well as increasing awareness of society regarding health risks that
are associated with the diet. The attempts made by this industry respond to changes in an
effective manner in relation with consumer preferences and thus, the revenue of firms dealing in
this sector enhanced to a high level (Dosi, Faillo and Marengo, 2008). For the year 2016, there
are many fast food trends that have been identified that are sure to shake up the limited service
industry. More than a dozen restaurant experts and research firms have analyzed that constantly
changing customer base will surely leave a mark on quick service and fast casual restaurants in
2016 (Taylor, 2015).
One of the major trends in fast food industry is real food which means that at present,
people want food that is free from additives, antibiotics and other artificial components. As per
the trends of the year 2016, mantra for being successful in the market is to offer healthy food
items. Apart from that, real food concept also goes beyond removing certain ingredients as
sometimes, it requires adding authentic foods like which are ethnic, regional and local
ingredients. Chefs and operators are also making efforts in order to have more transparency in
the food along with improving the level of control over flavors (Wolf, 2016). In addition to this,
there are other trends also which would affect the fast food industry in 2016 and which firms in
this sector are needed to keep in consideration while performing business. These are chef-driven
fast casuals, micro cuisines, mindful dining, vegetables as the stars and digital advances.
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In the present scenario, people are getting much smarter about their health and this is the
reason that they are making better choices in relation with the food that they have to eat. As per
the trend of 2016, chef-driven fast casuals refer that restaurants should have well skilled and
talented chefs who can cook in accordance with the tastes of people. Micro cuisines state to
regional flavors with some ethnic foods involving Mexican and Chinese. This year is expected to
have more hyper regional items on the menu (Carmen and María José, 2008). Mindful dining
means using the limited service restaurant space in such a way that it can attract people. In this
year, fast food industry can gain profits through having creativity in the ambience of restaurants.
Apart from that, with the effective use of vegetables like mushroom, potatoes, broccoli, cabbage
and others will also be effective for fast food restaurants as it will fight off the higher cost of
many meats as well as will be liked by customers (Rothaermel and Hess, 2007). Digital
advancement in the restaurants is also proving to be one of the best ways by which sale and
profits can be increased as per the current trends like by proliferating order-and-pay application
on Smartphone to offer speedy services without hassles.
THE FUTURE OF INDUSTRY BY 2020 AND BEYOND
In fast food industry across the world, there will no longer be a dollar menu. Price would
play a significant role in the upcoming years but nutrition and health will be above that. There
are numerous changes that are taking place in the fast food industry of the world. Till the year
2020 and after that, there will be some specific trends that will dominate the industry as per the
analysis made by some experts and researchers. The biggest trend along all is of plant efficiency
which is critical for the long term survival (This Is What You’ll Be Eating In 2020, 2016). It
means that in the present scenario of today’s world, increase costs of raw material, utilities and
labor are the factors that are putting pressure on manufacturer’s margin especially in those
nations which are developed. To cover the rising costs in the upcoming years as well as to meet
fast evolving needs of consumers, rationalization and focus on scale efficiencies are the
strategies by which it can be controlled. Apart from that, environmental actions by the year 2020
and beyond would also play a significant role in the minimizing the energy and water
consumption (Teece, 2009). Also, this strategy would prove to be highly effective in offering
added benefits like reducing food waste as well as meeting environmental requirements and the
expectations of society and institutional stakeholders.
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It can also be predicted that in fast food industry, use of new technologies will play a vital
role as it will enhance the product utility of firms belonging to this sector and increase the
attractiveness with optimizing the labor and plant efficiency. These techniques are like injection-
moulded closures/tops; innovative package shapes as well as IT solutions by which quality and
productivity can be enhanced. In addition to this, by the year 2020 and beyond, it can be
forecasted that consumer’s demand will be increased for diverse products. Thus, for increasing
the sale of products and services, restaurants are required to provide product differentiation as it
will become a key competitive strategy by which successful competitive edge over others can be
gained (Camisón and Monfort-Mir, 2012).
In fast food industry, health consciousness will be driving development of healthy and
functional foods by 2020 and beyond. It is because; by that time, there will be an increase in the
number of people who will be in between the age of 40 to 50 years who are presently the adults.
Thus, for them, to have healthier foods and beverages is necessary. So, in order to make them
stay with the firm, businesses in this sector are needed to offer healthy food items. Apart from
that, by the year 2020 and beyond, developing markets for the fast food industry will hold the
key to success which means if firms belonging to this sector will expand in developing nations to
achieve overall long term growth, it will be beneficial for them in remain in the competition (Wu
and Hisa, 2008). As the future is never crystal clear, only predictions can be made. Today’s
globalized world is dynamic and uncertain, but quality research and intelligent analysis will help
the industry to continue successfully with running on the right path.
THE ORGANIZATIONS INNOVATION REQUIREMENTS BY 2020 AND
BEYOND
As McDonald is operating in the industry which is highly competitive because of the
presence of many competitors, it is required to continue its innovation at present as well in
future. It is because; if firm will not continue innovating its products and services in future,
company will have to face severe consequences like reduced customers may switch over to other
firms (Lee and Kelley, 2008). Thus, by the year 2020 and beyond, McDonald’s is having
operational goals, that is, 20% increase in energy efficiency of company-owned restaurants,
enhancement in energy efficiency through restaurant standards and minimizing waste and
increasing the amount of in-restaurant recycling to 50%. In order to reach successfully in the
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year 2020 and beyond, company will have to focus on water efficiency, energy management,
waste minimization and recycling to be the part of their innovation and need to offer products
and services through adopting these ways. In order to attain all the goals set by McDonald’s that
it aspires to achieve for reaching 2020 and beyond, having innovation and progress with
appropriate strategies is necessary (Lages, Silva and Styles, 2009).
It can be critically analyzed that innovation is the basic necessity for McDonald’s to be in
the competition in the long run and if it would not do so, all its set goals will not be achieved and
thus, customers would become dis-satisfied that will ultimately affect it goodwill. As per its
strategy to reach in the year 2020 and beyond, it is planning to offer different kinds of salads that
will include fruits as well as vegetables for French Fries in value meals. However, fruits and
vegetables will vary as per the participating market (Alegre and Chiva, 2008). In beverages, for
the Happy Meal, company will focus on milk, waster and juice only and no other additive will be
used. It will be done by keeping in mind the health conscious people who may not use the
offered products just because they will take it as good for their health. Apart from that, for the
meals that it offers for the segment of children, McDonald’s will do effective advertising so that
perception of customers can be made in a positive manner that the meal is safe for their children.
As company is aspiring to have more than 85% sales around the globe, it will dedicate
Happy Meal box or bag panel in order to communicate a fun nutrition as well as to spread
children’s well being message (Börjesson and Elmquist, 2011). It is the part of their innovation
strategy that it has planned to reach in the year 2020 and beyond successfully. In order to clear
the misconception of people, McDonald’s will retail an independent and reputable third party
organization that will help in verifying progress of the firm on these commitments so that goals
can be achieved in a transparent manner. As per the current trends, it can be assessed that in the
coming future, improved nutrition and choice will play a significant role in making the business
of restaurant successful (Dobni, 2008). Thus, McDonald’s would be required to work hard to
develop new items to offer the customers the choice that they want from the markets. Making
them excited for eating the offered food items with fun will help the firm is gaining success in
the long run.
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CLOSING THE INNOVATION GAP
Building the Future Capabilities for the Organization
Innovation that McDonald’s is bringing in its restaurant shows that it is learning that
customers are having an upper hand in today’s market. Thus, firm has understood that satisfying
customers in a way in which they want is necessary. Its most common example is that of
introducing all-day-breakfast. McDonald’s is capable of making many efforts by which it can
increase its profit earning speed as well as can get expanded in many more markets with success
(Wang, Lu and Chen, 2008). It can develop a strong, efficient and consistent process that will
prove to be highly beneficial for the firm for developing confidence among consumers in the
brand. Consistency makes a business able to gain flexibility by which innovation can be done by
adapting the consumer’s concern. Along with that, brand can be improved with minimal
disruption that will be profitable for McDonald’s. Restaurant is having an established rapport in
the market that will play a crucial role at the time when there will be problems and when
downtimes will happen in the business (Camisón, César and Ana Villar-López). Thus, it is
capable to face any uncertain situation in case if it comes without getting deviated from the path.
There is a gap that has been identified in the existing innovation made by McDonald’s
and future requirements of this. Company is making many efforts in order to keep customers
satisfied with fulfilling their demands effectually and in a way in which they desire. However, it
is not possible that these innovations will work by the year 2020 and beyond as well. Reason
behind this is that people who are the present customers of organization will become old and
then their requirements would also get changed (Crossan and Apaydin, 2010). For that purpose,
organization would be required to offer them those products and services that will suit with their
age and tastes at that time. In order to make existing customers of McDonald’s stay in future as
well, company is required to make innovation in the products in such a way that they would not
switch over to other firms of the same industry and will remain loyal with the same brand.
In future, McDonald’s can open its own farm from where it can have the raw material
that it will require to produce the final products (Yang, Marlow and Lu, 2009). It will ensure the
customers about the quality of products that they are consuming and will ultimately result in the
increased customer base as well as the goodwill of firm. Apart from that, restaurant can use the
method of green house gas in which it can plant organic vegetables that will be helpful to grab
the attention of health conscious customers. This will help the organization in increasing
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customer base as according to the current trends in fast food industry, people want maximum
products to be organic that they are consuming. Thus, by capturing this segment through this
innovation, McDonald’s will have increased profits.
In addition to this, it can also save energy which it is using in manufacturing the products
through wind mill. It will be sustainable as well as would not affect the environment that will
also play a major role in fulfillment of its corporate social responsibilities (Hatchuel, Lemasson
and Weil, 2006). Last but not the least; if McDonald’s will use the latest technologies in the form
digital advancement, it can bring innovation in its products and services at an economical cost
and without affecting the environment. With reduced cost and fast functioning, restaurant will be
able to gain higher profits and revenues along with attracting a huge customer base.
CONCLUSION
From the above report, it can be concluded that to remain in the competition in the long
run and to sustain business successfully, innovation has become essential for the firms. It has
been assessed from the report that fast food industry is having many fluctuations due to changing
tastes and preferences of customers. For this purpose, it is important for the organizations dealing
in this sector to have creativity and innovation in its products and services as per the
requirements of target market (Bartel and Garud, 2009). However, if firms would not bring
innovation in its products and services, to run business in the long with having competitiveness is
not possible. Along with that, innovation is the only factor in the present scenario that decides
the duration of a firm to which it will be running its business in the market. This is the reason; to
beat competition and gain a competitive advantage over others, firms like McDonalds should
keep on making strategies for bringing innovation in the firm so as to run operations smoothly
and successfully.
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