Professional Communication Skills in the Fast Food Industry: A Case Study of McDonald's

This document discusses the professional communication skills in the fast food industry, with a focus on McDonald's. It explores the challenges and opportunities faced by the company and provides recommendations for improvement. The document also includes a case study on communication strategies.

Running Head Professional communication skills
0
Mcdonalds
Professional communication skills
Student Name
[Pick the date]

Professional Communication skills 1
Executive summary
First, there is a discussion is on the fast food business, The competition between companies who
engaged in the business of the fast food has increased from the last decade and trying hard to
take a substantial share in the world’s food supply chain. The McDonald’s through consistency
creates a golden empire by offering tasty and healthier food to their customers. Nowadays, Fast
food industry companies are facing tough competition in the market and the main problem is
arising is to fulfill customers’ demands, preferences, and expensive advertising.
The Second discussion is on the McDonald’s corporation who is engaged in the business of fast
food, as we know that this company maintains success by satisfying consumers taste and
preferences and giving them nutritious food in today’s era.
Third discussion on the good aspects of the McDonald as they have abundant adaptation power
and recycling program, which consider as well as aspects of McDonald.

Professional Communication skills 2
Contents
Executive summary.........................................................................................................................1
Introduction......................................................................................................................................3
Brief of fast food business...............................................................................................................4
Threats and opportunities of the fast-food industry.........................................................................4
Introduction to the McDonald’s company.......................................................................................5
About:..............................................................................................................................................5
Economic contribution:...................................................................................................................5
Corporate governance:.....................................................................................................................5
Two well aspects of McDonalds’s:..................................................................................................5
Great adaption power:......................................................................................................................5
Recycling Program of McDonald’s:................................................................................................6
One aspect that why McDonald’s criticized....................................................................................7
Promoting unhealthy food...............................................................................................................7
Recent news (2018): People falling ill by eating McDonald’s salad,..............................................7
Recommendations............................................................................................................................7
Conclusion.......................................................................................................................................8
Bibliography....................................................................................................................................9

Professional Communication skills 3

Professional Communication skills 4
Introduction
The Fast-food restaurants have a vast market share and an increased employment rate that is 10
million jobs to the people and globally 4.8% high growth rate. Fast-food industry’s growth is
very consistent. There are some problems in the fast food business like regular fluctuation in
trends and changing nature of taste and preferences of customers. Health issues are the main
problem of the fast-food industry as people face obesity issues due to junk food.
The Leaders of the fast food business are KFC, café coffee day, McDonald’s, Domino’s pizza,
and Barista coffee. A Growth can expect in the future of the companies as companies have
shifted to the healthy food and the fast food business by 2025 serves health benefit and
acceptable level of nutrition value (Chan, 2011)
In the following parts, focus highlighted on the fast food industry and McDonald’s company.
The company’s threats and opportunities state that they respect the consumer’s taste and
preferences. McDonald’s is an American fast food company. Great adaption power is one of the
efficient features of the company. Final focus is on the recycling program, which held by the
company to protect the environment. McDonald has criticized for its unhealthy food so the
recommendation to the company is, serve nutritious food to the customers.

Professional Communication skills 5
Brief of fast food business
The Fast-food business aggregate income is $570 billion, which is massive in comparison to
the economic worth of other nations. The Aggregate income of fast food business in America in
1970 was $6 billion and that increased to $200 billion in 2015. According to the current, study
this industry expecting growth in upcoming years by 2.5% (Julia, 2017).
At present, 200,000 fast food companies are there in America and every 50 million resident of
America enjoyed food in those restaurants. This industry increases the employment
opportunities for the people, such as in 2015 this industry provides 200,000 jobs and currently
employs 4 million people.
As we, all know that, from the last five years consumer becomes more health conscious and
become aware of the nutritious content of fast food. Consumer drifted their taste from fast food
to healthier options, which affects the industry demands. Fast food industry and their operators
change the menu by introducing a healthy option to the customers such as less fat, sugar, and
salt. The revenue of the fast-food industry over five years expected to rise annually by 3.3% and
increase the revenue of 2018-19 to $20.1 billion (Prno, 2013)
Threats and opportunities of the fast-food industry
a) Industry operators introduced healthier, premium choices to the customers such as less
fat and oil, due to the healthy and nutritious trends among the people.
b) Consumers are more health conscious these days and because of this it affecting the
industry demands.
c) The growth of the fast-food business increased because of the introduction of healthier,
premium choices so it is a positive opportunity for the operators of industry.

Professional Communication skills 6
Introduction to the McDonald’s company
About: McDonald’s is an American fast food company and famous for its hamburgers,
cheeseburgers, and soft drinks and has running business in 101 countries. McDonald’s have
36,000 restaurants around the world and deliver their services to 69 million people every day.
Economic contribution: The annually economic impact of McDonald’s Australia in a gross
domestic product is 0.2%. McDonald’s contribute 1.1$ billion in the manufacturing sector and $1
billion for the staff members or $112 billion in the construction of new restaurants and buildings
(Australia, 2011)
Corporate governance: Before recruiting employees in McDonald, they handle Standard of
business conduct to employees and they required to abide by them. Employees are responsible to
behave ethically in the organization because this is the fundamental aspect of organizational
culture.
Two well aspects of McDonalds’s:
Great adaption power: The main reason of growth and success of McDonald is that they
easily adapt the customer’s changing tastes and preferences, and takes a risk because the
company realizes that it is very crucial to adapt to the needs and wants of consumers.
For example, in today’s era people drifted their taste from fast food to healthier options in that
case company introduce healthier options to the customers and remove the traditional norms
such as a super-size option. Furthermore, the company introduces regional items to fulfill the
needs and wants of local people.
The product standardization and adaption structure are very powerful of McDonald’s as they
adopt international product strategy and provide the products, which are favorable in the local
culture. For instance, when it comes to India franchises they altered the menu from hamburgers
with beef ingredients to vegetables and non-vegetarian such as chicken and fish. In respect of the
local cuisine, they introduced special McDonalds Aloo Tikki to honor their culture.

Professional Communication skills 7
Recycling Program of McDonald’s: The McDonald has launched a new program of
recycling the burger boxes and hot-drinks cups by disposing of them.
The ambitious goals, which decided by the McDonalds, are to improve packaging and reduce
waste by 2025:
 By 2025, McDonald’s would achieve environmental goals is to 100% of its retail
packaging must receive from inexhaustible sources and which can be recycled for this
proper procedure should be implemented in the restaurants (Anon., 2019).
 By 2025, McDonald’s aim is to recycle the 100% retail packages in their restaurants but
according to the current research, 50% of its retail packaging is being recycled and
resources come from inexhaustible sources and simply 10 % of its cafeterias are
following recycling procedure. ( Carrig, 2018).
McDonald’s is in alliance with the environmental defense fund and working together to find
methods to reuse and recycle as much as they could. Advantages of this are 1million tons of
burger boxes recycled by the McDonald. Furthermore, they decrease the unwanted waste by
30% and McDonald’s removes 300 million pounds of packing covering polystyrene clamshells
(Plastic material).
.

Professional Communication skills 8
One aspect that why McDonald’s criticized
Promoting unhealthy food
McDonald has faced a lot of criticism from people because of their junk food, which contains a
high level of fat and salt. Vitamins and fibers in food are negligible. The kind of food they are
offering can cause diseases such as cancer, diabetes or harmful effects to the body. Some food of
McDonald’s has chemical additives and cause health problems and hyperactivity in children.
Majority food of McDonald’s causes food poisoning to the customers. McDonald’s is a reason
for serious kidney failures that people are currently suffering from.
Promoting unhealthy food by McDonald’s creates obesity issues among young people Because
of Unhealthy food of company. Forty percent of kids today are suffering from type 2 diabetes.
Unhealthy food of McDonald’s creates obesity issues and 70% kids who suffering from obesity
will remain obese as adults ( Bahr, 2011).
Recent news (2018): People falling ill by eating McDonald’s salad,
Survey of US Food and Drug Administration states that 163 people in 10 states admitted in the
hospital and the FDA has conducted an investigation in McDonald. Results state that
McDonald’s salad spread illness among people. The 237 cases often reported of Cyclo-Psoriasis
(parasite) against the McDonald’s food. According to the health officials, there is no evidence is
found against the McDonalds that illness is related to McDonald’s salads. Therefore, an
investigation is under process ( Grinberg, 2018).
Recommendations
 In the context of the environmental issues, the McDonalds should purchase meat from
renewable or sustainable resources and draft a code of conduct on the selection of
suppliers. McDonald’s should reuse containers and reusable packaging. McDonald’s
should provide discounts who give their own beverage bottle or coffee cups.

Professional Communication skills 9
 McDonald’s is criticized for its unhealthy junk food so they should take an innovative
step like a global audit of the marketing department and recheck the quality of food,
and should provide more vitamins and ingredients in the food (Silvestri, 2016).
 A change in the menu of McDonald’s is very crucial because calories, sodium, saturated
fat, and sugar are very high that raise issues of obesity in kids and young people.
 In order to cut down its junk-food image, the company should serve high-quality food or
procedure should be organic.
 Aggressive advertisement strategy of McDonald is reflecting a negative impact on the
kids it should be changed and create a trust-based relationship with the customers.
Conclusion
People blame McDonald’s for bad influence on the environment and global warming and
packaging waste generation. McDonald’s may face some challenges but it is the most successful
establishment in the fast food businesses. McDonald’s always maintains consistency by do not
compromise the quality of food and fulfill their customer full satisfaction. They respect
consumer taste and preferences by providing them healthier options. The company needs to work
more to improve the image of “junk food factory”. People should be aware of what is healthy for
them or whatnot and parents should keep away their children as much as they can.

Professional Communication skills 10
Bibliography
Bahr, B. A., 2011. A study of youth and culture of fast food. Food, Culture & Society, pp.
71-89.
Carrig, D., 2018. McDonald's sets goal of recycling, 100% sustainable packaging by 2025.
[Online]
Available at: https://www.usatoday.com/story/money/business/2018/01/16/mcdonalds-
environmental-goals-sustainable-packaging-recycling/1037214001/
Grinberg, E., 2018. More people sickened by parasite in outbreak linked to McDonald's
salads. [Online]
Available at: https://edition.cnn.com/2018/07/19/health/cyclospora-parasite-outbreak-
mcdonalds-del-monte/index.html
Anon., 2019. Packaging and Recycling. [Online]
Available at: https://corporate.mcdonalds.com/corpmcd/scale-for-good/packaging-and-
recycling.html
Australia, M., 2011. Corporate Responsibility and Sustainability,
Chan, C. C., 2011. A study on exploring the relationship between customer satisfaction and
loyalty in the fast food industry. Journal of business management, pp. 5118-5126.
Julia, A., 2017. Assessing the health impact of transnational corporations: a case study on
McDonald’s Australia. Journal of globlisation and health, p. 7.
Love, J. F., 2008. Mcdonald's: Behind the Arches.Paw Prints.

Professional Communication skills 11
Prno, J., 2013. An analysis of factors leading to the establishment of a social licence to
operate in the mining industry. Journal of resource policy, pp. 577-590.
Silvestri, S., 2016. McDonald's and fast food industry. [Online]
Available at: https://gps.ucsd.edu/_files/faculty/gourevitch/gourevitch_cs_silvestri.pdf
.

Professional Communication skills 12