Analysis of McDonald's HRM Practices: A Case Study in Ilford Branch

This case study delves into the HRM practices of McDonald's at its Ilford branch, focusing on employee motivation within the hospitality industry. It examines the significance of motivating workers, exploring various motivational practices adopted by organizations in the UK hospitality sector and their effectiveness. The study also investigates the impact of motivated employees on the profitability of hospitality-based companies, supported by a literature review covering key concepts and theories such as Maslow’s need hierarchy and Herzberg’s two-factor theory. The research employs an interpretivism philosophy and utilizes a detailed research methodology to analyze the HRM practices, addressing research questions related to the importance of motivation, effective motivational strategies, and their influence on profitability. The study aims to provide insights into how McDonald's Ilford branch manages its workforce to achieve its business objectives and maintain a competitive edge in the fast-food industry.

ANALYSIS OF MC DONALD'S
HRM PRACTICE: A CASE
STUDY IN
ILFORD BRANCH

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
BACKGROUND....................................................................................................................1
RESEARCH QUESTIONS & OBJECTIVES.................................................................................2
LITERATURE REVIEW................................................................................................................3
Significance of motivating workers in hospitality industry...................................................3
Motivational practices adopted by the organisations operating in the hospitality sector of UK
and their effectiveness............................................................................................................4
Impact of motivated employees in the profitability aspect of hospitality-based companies..4
RESEARCH METHODOLOGY.....................................................................................................5
TIMESCALE...................................................................................................................................6
RESOURCES USED.......................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Human resource management is very important departmental of the organisation. All
the issues related to performance management, compensation, benefits, safety, development
of company, wellness training, employee motivation and others is addressed by the Human
resource management of the company. Motivation is the key concept of human resource
management. The role played by human resource managers is strategic as they manage all the
employees as well as they also manage the work culture in the organisation. None of the
organisation can achieve success without human resource departmental (Armstrong and
Taylor, 2014). The management of workforce is the critical task which is managed by the
human resource departmental of the company. They resolve all the issues and conflicts among
the employees by motivating and direct them towards the right path. It is the duty of human
resource departmental that they hire candidates for the vacant job post.
In addition to this, training and development programmes are also organised by the
human resource manager of the organisation. Training and development programmes are very
beneficial for the employees as well as for the organisation. Employees are highly motivated
with the training and development programmes as they feel values for the company. The
function of Human resource is not limited it is very broad and it covers the entire
organisations functions. Moreover, human resource manager also encourages employees
working in the company to work according to their potential as well as they also give them
advices that can help them to bring about improvement (Bratton and Gold, 2017). Moreover,
it’s also very important for the employee's motivation that in organisation there should be an
effective work culture because it directly affects the performance of company as well as
employee's.
In addition to this, it is also the duty of human resource manager that they should
develop the public relations which is very important to raise the motivation of the employees.
A good relationship plays a great role when company wants to grow and develop more in the
market. It is true that if employees are happy they contribute more efforts in order to achieve
the desire goals and objectives of the company (Bailey and et.al., 2018). Thus, the
responsibility of establishing a good public relation lies with the HRM to a great extent.
BACKGROUND
Human Resource management is the backbone of the company because they are
dealing with the all issues prevailing in the organisation. They create values to the employees
which raises the level of motivation in them. It is fact that machines, investment, tools,
equipment’s are nothing if the employees of the company are not happy (Brewster, Chung
and Sparrow, 2016). Thus, this research will provide the detailed discussion on the Human
resource practices at the branch of McDonald's company which is located in Ilford in terms of

motivation. In order to raise the sales and profit of company, motivation level of the
employees are the key factors which is very important for the McDonald's. This company is
an American fast food company which was founded in 1940 by McDonald's. Its headquarters
are located in Chicago, Illinois, USA (Storey, 2014). The total revenue of the company is
$22.820 billion in 2017. At present there are 235,000 employees are working. Company is
serving over 69 million customers daily in more than 100 countries approximately 36,900
outlets. It is one the leading company in the world because of its taste and there skilled and
knowledgeable employees. The present proposal is based on the Human Resource Practice at
Ilford branch of McDonald's company.
RESEARCH QUESTIONS & OBJECTIVES
Aim:
“To analyse the motivational practices of Human resource management within
organisation”. A case study on Ilford Branch of McDonald's.
Objectives:
 Significance of motivating workers in hospitality industry
 Motivational practices adopted by the organisations operating in the hospitality sector
of UK and their effectiveness
 Impact of motivated employees in the profitability aspect of hospitality-based
companies
Research Question:
1. What is the significance of motivating workers in hospitality industry?
2. What motivational practices adopted by the organisations operating in the hospitality
sector of UK and their effectiveness?
3. What is the impact of motivated employees in the profitability aspect of hospitality-
based companies?
LITERATURE REVIEW
Significance of motivating workers in hospitality industry
Hospitality industry refers to those enterprises that provides food and accommodation
related services to the customers at the time of travelling. It is thereby known as people
business and is required to administer people in the most effective manner as stated by
Bexheti and Bexheti (2016). This not only refers to the maintenance of customers but also
indicates a well- competent upkeep of employees who are largely responsible to provide
pleasing services to the consumers. For which, it is equally essential for the employers to keep
the workers satisfied to further deliver a satisfactory service to the users approaching the
organizations.

Olusadum and Anulika (2018) have hereby supported this aspect of keeping the
employees motivated. This is due to the fact which states that an inspired person can refer
encouraging others. Considering the same, motivating workers is of utmost concern in
hospitality-based establishments. This is also on referring to the nature of hospitality industry
which is purely a service-based sector and thus needs provisioning effective services to the
users. For this, it is really important for the service provider to be enough pleasant for in turn
gratify the customers while serving them.
However, Shahzadi and et. al. (2014) with a slightly distinct opinion has detailed yet
another reason of motivating workers. This involved the concern of changing consumer needs
that resultantly demand the workers to keep that in mind and accordingly serve the
consumers. Beside this, there together exists some beneficial consequence of motivation in
terms of improving the efficiency level of the workers and timely achieve the undertaken
goals of the organization. Also, it is apparent to develop an amicable relationship among the
employees as well as employers to together work and attain the set objectives on time, as per
the set standard. This consequently leads to a stable workforce, making it easier for the
employers to retain the talented set of workers for a longer time period.
Wang (2016) with a correspondent outlook has also stated some vital benefits of
motivation in terms of increasing the efficiency level of the organization. This is mainly on
considering the fact of owning a loyal set of employees who then in turn gives a trustworthy
performance to succeed in the future. Apart from this, it is distinctly important for both
individual and business. For employees, it is beneficial for attaining any personal goals and
enhance the job satisfaction level. It also assists in improving the sense of self development in
individuals by together enabling the ability of working successfully, in a dynamic team.
Motivational practices adopted by the organisations operating in the hospitality sector of UK
and their effectiveness
This is on referring to some drivers of motivation that greatly encourage the employees
to work hard and assists in the attainment of organizational goals. For this, Zhao and et. al.
(2016) have hereby highlighted some such effective practices of motivation to boost up the
workers to a great extent. It firstly referred to a foremost concern of creating a positive
environment at the workplace and respect the choice of employees while taking important
decisions at work. Although, Lee, Back and Chan (2015) with a distinct consideration have
stated yet another important concern of the entities while choosing a suitable motivational
tactic. This is in regard to consider benefitting the entire organization and not only the
employees by fulfilling their all sort of demands. Use of several motivational theories like

Maslow’s need hierarchy and Herzberg two factor model can also assist in encouraging the
workers to a great extent.
For which, it is important to set some realizable goals and link the provision of
incentives with it. This will not only help in activating a sense of competition in the workers
but will also help them to get an identifiable accomplishment. Putra, Cho and Liu (2017) with
a contrary viewpoint have hereby emphasized upon the use of a profit-sharing program to
help workers increase their income by together assisting the business to raise their earnings.
This kind of approach is in turn evident to encourage a sense of teamwork in employees by
together promoting a goal setting approach at the workplace. In addition to this, Tsai and et.
al. (2015) have stressed upon yet another important consideration of reviewing the
satisfaction level of employees with support of regular surveys. Moreover, it is together
important for the employers to inspire the workers to pursue some additional education by
taking part in industry specific programs. They can together refer to provide reimbursements
for the same and send them to attend seminars and skills workshop.
Impact of motivated employees in the profitability aspect of hospitality-based companies
This is mainly in order to discourse upon the utility of aforementioned practices of
motivation and their impact on the productivity level of the organization. Wang, Tsai and Tsai
(2014) has hereby stressed upon the benefits of Maslow’s need hierarchy theory which is
simple to understand and can be relevantly applied within the organization. Also, it takes the
human nature into consideration which is yet another beneficial feature of this theory by
creating a positive impact on the workers. Though, Wang (2014) with a contradictory
standpoint have specified that it is not necessary for all individuals to think in a similar
direction where their together exists a cultural difference among them. Also, this theory is
apparent to create a negative impact on the organization when it becomes hard for the
employers to appropriately measure the satisfaction level of the workers after applying this
theory.
Radojevic, Stanisic and Stanic (2015) on other hand have supported the use of Herzberg
two factor theory to positively impact upon the organization. This is basically on considering
its direct impact on the efficiency level of the workers that apparently creates a sense of
fulfilment in them. Although, it has also received many criticisms for not accommodating to
individual’s personalities. Due to which, the individuals distinctly respond to both of its
factors. Karatepe (2014) with a different consideration have supported the use of both of these
conceptual frameworks that are enough capable to bring positive outcomes for the
organization in terms of high productivity and profitability. It is with a special consideration

of improving the carried performances of employees to father bring productive as well as
profitable outcomes for the organizations operating in the hospitality industry of UK.
RESEARCH METHODOLOGY
In order to conduct the research study, research methodology is very important part of
the research. To make the research effective and valid, it is very important to use the
appropriate methods (Takhar-Lail and Ghorbani, 2015). Thus, research methodology is the
framework on which scholar complete their research more effectively.
Research Philosophy- Research philosophy is essential part of the research. It is the
belief about the way in which information or data about a phenomenon should be collected,
analysed and used. It is the set of phenomena in with the help of which investigator aims at
understanding perspective of respondents in order to drive the valid result. There are two
types of positivism and interpretivism (Vannini, 2015). In this present research proposal,
interpretivism philosophy will be used by the researcher in order to analyse the motivational
practices of Human resource management in McDonald's.
Research Design- Research design is very crucial part of the study as with the help of
proper structure of the investigation and it also makes the research in logical way. There are
various types of research design that are descriptive, semi experimental, experimental,
qualitative, quantitative (Witt and Lill, 2018). In this present study, researcher will use
qualitative research design where all the problems and issues of the research becomes the
research questions which is based on the superior experience of the research.
Data Collection- Data collection is the base of the research study as without this
process none of the work can be accomplished. This is the process of collecting data from the
relevant sources to find the answer of all the problems of the research (John Walker, 2014).
There are two types of data collection which are primary and secondary sources. In this
present research, researcher will collect the data from survey by preparing questionnaire.
Data Analysis – This is the process of giving by which the collected information or
data is converted into the meaningful research. Data analysis is the crucial part of the study. In
this present research, researcher will use qualitative method in which thematic analysis will be
done.
Sampling- This is also very important part of the research methodology because it is
not possible to collect the data from large population (Horvath, Lodge and Hattie, 2016).
Thus, they sub divide the large population in to small parts so that it become easy for the
researcher to collect the data. In this present research, data will be collected from the 30
employees of Illford branch of McDonald's.
Access and Ethics-It is very essential that scholar should know and understand the
ethics before conducting the research. It is vital part of the study in order to maintain the

reliability and validity of the research (Lambert, 2014). In this present research, research will
be adhered to all the ethics and standards which are required to conduct the research in valid
and legal form.
TIMESCALE
TASK/
Weeks
(November
to February)
We
ek 1
We
ek 2
Wee
k 3
We
ek 4
We
ek 5
We
ek 6
Wee
k 7
Wee
k 8
We
ek 9
We
ek
10
We
ek
11
We
ek
12
We
ek
13
Wee
k 14
We
ek
15
Wee
k 16
Selecting of
topic
Carrying out
literature
review
Developing
researcher
methodology
Conducting
primary
researcher
Analysis of
data
Evaluation
of data
Conclusion
and
recommenda
tion
Draft
Submission
Final
Submission
to tutor

RESOURCES USED
Resources are very important part of the research. Before conducting the research,
researcher will evaluate the cost of resources which will be occur. The cost of travel will be
involved in the research as scholar has to move from one place to another in collecting data in
Illford branch. In addition to this, the cost of stationery will also be involved as scholar need
pen, pencil, blank paper etc. The cost of Xerox copy will be included in the research study as
scholar will distribute the copy of questionnaire to 30 employees of McDonald's at illford
branch. Moreover, researcher will also need laptop, dongle etc. for storing the data and
searching the information on internet (Purce, 2014).
CONCLUSION
The above report concluded that human resource management is very important
departmental of the company. It is also understood that all the issues related to performance
management, compensation, benefits, safety, development of company, wellness training,
employee motivation and others is addressed by the HR manager of the organisation. In
addition to this, it is also summarized that motivation is the fundamental practise of HR
manager. Moreover, the research methods which researcher has used to collect the
information was also included in this study. Further, resources which are required by the
researcher in completing the research was also identified in this report.

APPENDIX
Bath Spa University Research Ethics Approval Form
Student/Staff name
Programme and/or module
Title of the proposed
research project: ANALYSIS OF MC DONALD'S HRM PRACTICE
Number and type of 30 EMPLOYEEES OF Illford Branch
proposed participants
How is permission being Permission by sought by the employees.
sought from the participants
and/or their parents/carers?
How is participants’
anonymity to be preserved?
Describe the research
methods proposed (e.g.
interviews, classroom Survey by preparing questionnaire.
observations)
List the ethical issues and
potential risks associated
with the research methods
outlined above (e.g.
confidentiality) and how you Informed concerned, privacy and
confidentially and
permission of websites is also taken and
information which are collected are in the
knowledge of all participants.
propose to deal with each of
these.
Describe how your findings
will be reported or
disseminated My finding will be reported in the form of a
written research.
I have read the University’s
Process and Procedure for
the Approval of Research
Activity
(please sign and date)

24 V1.1

Ethical Review of Research Projects – Checklist
Supervising Tutor/ Director of Studies Approval level
required
a) proposals using human participants for research YES
b) proposals for research that intends to use undergraduate students as
participantsNO
School Ethics Sub-Committee approval required
c)
procedures involving any risk to a participant’s health (for
example intrusive YES NO
physiological or psychological procedures
d)
research involving the donation of bodily material, organs and
the recently YES NO
deceased
e)
proposals which involve financial payments or payments in kind
to participants YES NO
above reimbursement of expenses;
f)
proposals wishing to use children under the age of 16 or those
over 16 who are YES NO
unable to give informed consent (e.g. people with learning
disabilities; see
Mental Capacity Act 2005) as participants
g) research proposals to be carried out by persons unconnected with the
YES NO University, but wishing to use staff and/or students as
participants
h)
proposals which investigate existing working or professional
practices at the
YE
S NO
researcher’s own place of work (including staff surveys)
i) research where the safety of the researcher may be in question; YES NO
j)
proposals which require participants to take part in the study
without their NO
knowledge and consent at the time;
k) research involving prisoners and young offenders. YES NO
University Ethics Sub-Committee approval required
l) research involving access to records of personal or sensitive confidential
YES NO information, including genetic or other biological
information, concerning identifiable individuals;

m) surveys, questionnaires and any research, the nature of which might be
YES NO offensive, distressing or deeply personal for the particular
target group;
25 V1.1

1

REFERENCES
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Routledge.
Brewster, C., Houldsworth, E., Sparrow, P. and Vernon, G., 2016. International human resource
management. Kogan Page Publishers.
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Classroom (pp. 13-16). Routledge.
John Walker, S., 2014. Big data: A revolution that will transform how we live, work, and think.
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Lambert, L., 2014. Research for indigenous survival: indigenous research methodologies in the
behavioral sciences. U of Nebraska Press.
Lee, J.S., Back, K.J. and Chan, E.S., 2015. Quality of work life and job satisfaction among
frontline hotel employees: A self-determination and need satisfaction theory
approach. International Journal of Contemporary Hospitality Management. 27(5). pp.768-
789.
Olusadum, N, J. and Anulika., N. J., 2018. Impact of Motivation on Employee Performance: A
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Strategy. 9(1). pp. 53- 65.
Purce, J., 2014. The impact of corporate strategy on human resource management. New
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2

Putra, E.D., Cho, S. and Liu, J., 2017. Extrinsic and intrinsic motivation on work engagement in
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Research. 17(2). pp.228-241.
Radojevic, T., Stanisic, N. and Stanic, N., 2015. Ensuring positive feedback: Factors that
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Wang, C.J., 2014. Do ethical and sustainable practices matter? Effects of corporate citizenship
on business performance in the hospitality industry. International Journal of
Contemporary Hospitality Management. 26(6). pp.930-947.
Wang, C.J., 2016. Does leader-member exchange enhance performance in the hospitality
industry? The mediating roles of task motivation and creativity. International Journal of
Contemporary Hospitality Management. 28(5). pp.969-987.
Wang, C.J., Tsai, H.T. and Tsai, M.T., 2014. Linking transformational leadership and employee
creativity in the hospitality industry: The influences of creative role identity, creative self-
efficacy, and job complexity. Tourism Management. 40. pp.79-89.
Witt, E. and Lill, I., 2018. Methodologies of contemporary disaster resilience research. Procedia
engineering, 212, pp.970-977.
Zhao, X.R. and et. al., 2016. Motivating frontline employees: Role of job characteristics in work
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3