Mission, Vision and Values - McDonalds, KFC and Starbucks

1 Mission, Vision and Values Paper McDonald's McDonald's Corporation is a fast-food chain multinational established in 1940 by Richard and Maurice McDonald. The company was founded in San Bernardino, California, before expanding to other American states and later the rest of the world.

Mission MacDonald’s mission is “to make delicious feel-good moments easy for everyone” (McDonald's, 2022).

Vision “To move with velocity to drive profitable growth and become an even better McDonald s serving more customers delicious food each day around the world” (McDonald's, 2022).

Values The core values of MacDonald’s are to serve, inclusion, and integrity. To serve, the company places priority on customers and people first. Concerning inclusivity, it serves everyone, whereas, on integrity, it does what is right.

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2 KFC KFC is a US-based fast food restaurant chain that specializes in fried chicken. It runs over 22,000 restaurants across 150 countries, making it the world's second-largest restaurant chain after McDonald's.

Mission Statement 'To serve finger-lickin' good food to all our customers!’ (KFC, 2023).

Vision "To provide food in a quick, pleasant setting that caters to cost-conscious, health-conscious people" (KFC, 2023).

Values The company's values include hard work, hospitality, and generosity. The company also values passion for food, quality food, and services for customers. The company highly regards natural and high-quality materials in preparing chicken (KFC, 2023). It also values creating convenient restaurant spaces to make customers feel comfortable and welcome.

Starbucks The last company in the food and beverage industry is Starbucks Corporation, another US-based multinational chain of coffeehouses and roastery that operates globally. The company was founded in 1971 by Gordon Bowker, Jerry Baldwin, and Zev Siegl. Its headquarters are in Seattle, Washington. Starbucks runs about 33,833 stores that are spread in 80 countries.

Mission “To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time" (Ferrell et al., 2021). vision

3 “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow” (Ferrell et al., 2021).

Values Starbucks' values include inclusion culture, courage action, being present, innovation, and delivering the best quality (KFC, 2023).

McDonald's and Starbucks have inclusion as a value that they champion through their services and products, while KFC does not have that value. The shared values between the two firms show their determination to give people products that meet their expectations based on culture and other factors. On the other hand, KFC does not tailor its menu to local needs but expects people, regardless of their culture, to buy and use its products the way they are (KFC, 2023). McDonald’s tailors its menu to meet local values and culture, as seen in the case of Saudi outlets that do not sell alcoholic drinks and have incorporated local cuisine into the menu. By valuing inclusion, McDonald's and Starbucks appeal to people from all backgrounds and encourage diversity.

Integrity as a value is one of McDonald's strengths linked to quality products and services because the company is always seen as honest. The corresponding value in Starbucks is quality.

The company values the delivery of quality to customers, underlining the drive to ensure that there is value and excellence in products and services offered. Customers value quality, hence a strength that not only supports brand value but also enhances customer loyalty. As an industry that serves the people, the value of service means that McDonald's values its customers the most.

This strength informs innovations to ensure the company meets the customer's changing demands. In essence, the customer guides what the company does, contributing to the competitiveness of the company for many years.

4 On the contrary, Starbucks values innovation and being present, implying that it goes with current trends in the industry to keep up with changing consumer tastes and preferences. As an innovative firm, Starbucks can develop products and services that resonate with customers' changing needs (Ferrell et al., 2021). KFC's value for the convenience of the customers contrasts with the value of inclusion culture and quality that Starbucks advances. However, it is also an element of a customer-centered approach that helps it to remain competitive in the industry.

The weakness of the values espoused by the three companies is that they need to consider the varying needs of customers. For instance, innovations by Starbucks may not serve the old, who are conservative in their approach to food and drinks. The value should be allencompassing, taking into account diversity and products sold.

McDonald’s and KFC's missions talk about delicious food, which is in tandem with their industry and strength in marketing their brands. Customers reading the mission statement would quickly visualize the delicious food quality to expect (KFC, 2023). The weakness in their mission statements is the failure to cover other products, such as soft drinks sold by the companies. As a result, drinks cannot be said to be delicious. On its part, Starbucks has a mission statement that focuses on its coffee to ensure one cup of coffee for everyone in every neighborhood (Ferrell et al., 2021). The statement means the company mission is to take coffee closer to everyone but implies only one cup one may get, a weakness that reduces the desire to consume more than one cup of coffee in a sitting.

The three companies have several differences, especially in products of focus. For example, McDonald's sells a variety of fast foods and drinks, while KFC focuses on fried chicken as a brand product. On the other hand, Starbucks' attention is on selling roasted coffee.

The differences in their core products of interests impact their mission, vision, and values.

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6 References Ferrell, O.C., Hartline, M., & Hochstein, B. W. (2021). Marketing strategy. Cengage Learning.

KFC. (2023). Our values. https://global.kfc.com/our-values/.

McDonald's. (2022). Our mission and values. https://corporate.mcdonalds.com/corpmcd/ourcompany/who-we-are/our-values.html.