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welcome

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branding moments

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our colours

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our vision

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our objectives

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brand essence

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products

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food ethics

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consumer

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communication

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brand positioning


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WELCOME We are McDonald’s. Yes that’s right. We are the one of the most fastest retailers in food with over 35,000 restaurants worldwide in over 115 countries. Providing excellence in our food and efficient quick services, we have now become an unforgettable restaurant in history with our iconic brand. We always have done and always will aim to meet your needs and requirements and provide you with products that keep you and your loved ones coming back for more. Our customers speak for our products and services which has resulted in us becoming a globally renowned food retailer. Your experience with us, anywhere in the world will always be one to remember. From our ever changing, specifically catered menu’s suited for various countries to our classic food menu in our American and European restaurants, we are sure you will be leaving with a smile on your face.

There is a McDonald’s for everyone.

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BRANDIN’ MO ENTS

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1940 - 1948

1948 - 1953

1953 - 1960

1960 - 1970

1968- 2006

1975 - 2006

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Website

EUROPE

INTERNATIONAL

Our ‘Golden Arches’ are internationally renowned and McDonald’s which became the world famous brand was all down to the legends themselves, Richard and Maurice McDonald who wanted to create a unique and appealing place for their hamburgers. The famous ‘M’ we know of was influenced by the architecture of our 1953 restaurant which consisted of two parallel golden arches on either side of the building, which were then joined together as a bright logo that conveyed movement and energy.

McDonald’s was first introduced as the ‘famous barbecue’ restaurant but as products developed so did our logos and names. It was important for us to develop our image and personality through our brand logo in order for us to always be current with what we had to offer. The most important factor of all our logos was to represent how quick and speedy our services were and still are. This is why the ‘M’ has never disappeared and neither have the colours red and yellow since 1953 which represent the power and strength of our restaurants all over the globe.

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OUR COLOURS

Universal Red #BF0C0C

Universal Yellow #FFCC00

Page Title #363636

Intro Text #929292

Body Text #BF0C0C

Gradient #F9F9F9 - #EAEBED

Arial Default font

Lubalin Graph BT Headlines & statements

Typography

Akzidenz Grotesk BQ Promotional pieces

Designated Colours

Sandwiches #BF0C0C

Beverages #05007B

Chicken

Breakfasts

#E76A05

#FFC600

Snacks & Sides #9748A8

Desserts & Shakes #2BB3F3

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Salads

#47BC00

McCafe #865200


FOOD FUN FA ILY FEAST FULL_UP 15


OUR VISION Our vision for McDonald's is to become the most desirable restaurant for our consumers, from eating and drinking to children enjoying our play areas after dining. We strive to continuously improve our service by providing service to you that is fast, convenient, fun, tasty and seriously worth every penny!

price Ensuring prices are exactly what consumers expect. Nothing more, maybe sometimes less!

product From sides to burgers and happy meals for the little ones there will always be something on the menu for everyone, even you.

place Location is key. We love to have our food available for you to enjoy at your own convenience. McDonald’s restaurants are easily located, recognisable and accessible; especially with those of you on the go there’s only one answer - DRIVETHRU.

promotion We like to keep ourselves everywhere across the globe whether it be on TV, billboards, magazines, newspapers and treating you with special coupon booklets available every year. Let’s just say we like to be where you are.

people It’s all about service, without you we wouldn’t be here, there, everywhere and without our employees, there wouldn’t be a clean and welcoming experience we always aim to provide.

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OUR OBJECTIVES

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BRAND ESSENCE McDonald’s caters for everyone of any age, we will continuously strive to provide a fun, friendly and fast service as well as a welcoming and clean atmosphere for customers. Welcoming you into our restaurants means we will do our best to ensure you leave with a satisfied appetite and a smile. . We believe that our products will give you value for money resulting in great food tingling your taste buds. Providing services for you, whether it be sitting and relaxing in our restaurants or using our DRIVETHRU we know we are giving you ultimate freedom to enjoy McDonald’s in your own comfort and at your own convenience. No matter what the day or how you feel, we are here for you. Our essence represents our ability to remain consistent and

convenient, providing great food and comfort for everyone.

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PRODUCTS

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EAT. DRINK. ENJOY. At McDonald’s we pride ourselves in providing you with great tasting food and drinks which are available all year round. From our 100% beef burgers to our crispy potato fries we are sure you won’t be disappointed. Our burgers are filled with fresh salad and tangy sauces with melted cheese specially hand made for you. With a huge range including chicken, beef and breakfast options, there is never a time you can put on when to enjoy a McDonald’s. Drinks alone will keep you coming back for more, milkshakes, juices or something fizzy for that extra tickle in your mouth. We like to keep our products suitable for everyone, that is why we offer a range of fresh, delicious and healthy salads as well as tasty fish options. Indulge yourself into our milky dairy ice cream range that are accompanied by many flavoured toppings. Whether you are on the go picking up a hot drink in your lunch break or simply enjoying a snack, our McCafe selection is guaranteed to serve your sweet craving!

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FREE RANGE EGGS.

ORGANIC MILK.

Rainforest Alliance-certified COFFEE.

100% FREEDOM FOOD PORK. 100% BEEF. 100% FRESH VEGETABLES. 32


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WHO? Toddlers. Children. Teenagers. Adults. Parents. Families. YOU. We aim to provide a fun and enjoyable environment for everyone in the comfort of our restaurants. It is our great focus to make sure McDonald’s is convenient for all. From those of you who can’t stay to eat to those who are dining in, we want to make sure we are catering for you, your family and friends just perfectly.

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COMMUNICATION At McDonald’s it’s very important that our company reflects our intentions to provide proper nutrition and care for our consumer well-being. We drive ourselves to enforce our family orientated values and we communicate these through our bright and optimistic advertisements which bring all our consumers together. Our communication objectives are to be an understanding and honest brand to our consumers. We aim to build a strong relationship with our consumers by depicting great brand values and also demonstrating support to be understanding to everyday situations.

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BRAND POSITIONING McDonald’s is one of the world’s leading food retailers with a huge success of over 35000 locations in more than 115 countries. We serve over 68 million customers per day with our fast, efficient and welcoming service and this is simply because our customers keep coming back for a sprinkle of happiness in their life. These numbers keep growing and as the McDonald’s family becomes bigger everyday all over the world, we want you to know that we promise to keep you smiling. We hope to remain one of the best food retailers for all generations to come.

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Navdeep Kaur Khatkar N0440138 1083 Words

McDonalds Brandbook  
McDonalds Brandbook  
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