1. Brief history & 2. The field of activity The first McDonald ’s restaurant was established by two brothers: Dick and McDonald in California on… [602873]

Field Study
1. Brief history & 2. The field of activity
The first McDonald ’s restaurant was established by two brothers: Dick and McDonald in California on
15-th of May, 1940. By 1958 McDonald’s had sold 100m hamburgers. There are now 36 258
McDonald’s restaurants in 119 countries, of which 29 544 are franchised.
One of these restaurants is in AFI Palace Cotroceni which was opened in Octomber 2011. 2 million lei
was invested in this fast -food.
3. Location
This restaurant is in the middle of the mall. In our opinion, they choosed the first floor because there
is a crowded place, a place which offers hundreds of customers.
There are some games for children and adults like the ice skating field and “Gymboland” for kids.
People who choose to eat at this place can see a nice v iew in front of them.

4. Access routes
AFI Palace Mall can be reached by subway, by RATB and by car because there is a huge parking area.
5. Price comparison

McDonald’s has mostly the same prices with the competitors. For instance McDonald’s has a few
sandwich es between the price of 3.5 lei and 5 lei and KFC has a few sandwiches between the price of
3.5 lei and 4.9 lei.

6. Behaviour
The employees are usually nice, but they are constantly stressed because of the huge amount of
orders. They should make their job as fast as they can with no mistakes. We tried to talk with three
different employees. They said us the same thing: “ I am so sorry, but I do not have time to answer to
these questions”.
About the behaviour of the c ustomers, they are u sually satisfied and they pat iently await their order
which u sually takes around 5 minutes.
We talked with two different person . The first said: “ I eat at McDonald`s from I was 18 and now I
have 24 years. It is a ni ce fast -food restaurant with great food”. The second person said: “ I us ually
come with my kid here because they have a variety of happy meals”.
7. Person nel
We observed the fact that they have around 15 employees. There are 2 out of 15 employees who go
through the q ueues and take people’s orders to speed things up .

8. Competition
This McDonald ’s has a lot of competition inside the AFI Mall, for instance : KFC, Chopstix, Burger Box,
AFC, etc. Among these, only KFC seems to be on par with McDonald ’s in terms of the number of
customers it attract , the other s being less visi ted. But overall, in spite of the hea vy competition,
McDonal d’s has an edge over e veryone else, attracting more peo ple through its well -known name
and good offers .
9. Promo tional Activities
When we are talking about how they promote their products, they exceed at this chapter. They have
posters everywhere: i n the bu ses, in metro stations and on the streets . Also they have TV
adve rtisements of ever y new product, or offer . They raise funds for sick children and sponsor sports
events as well.
10. S.W.O.T.
Strengt hs
1. Good promotion
2. Walking cashier
3. A good location
4. Quality products
5. Kids meals Weaknesses
1. Shortage of employees
2. Small meals
3. Not enough t ables
Opportunities
1. Smoking areas
2. Virtual orders
3. Discount card Threats
1. Huge amount of
competition
2. Unhealthy food
3. Huge rate of obesity

11. The Commercial units map

Participants:
-Badiceanu Eduard Antonio
-Bob I.M. Andrei -Catalin
-Qusai Kokaly
-Prince Gbemysola Babatunde