McDonald’s has come to epitomize the ‘fast-food’ industry. When the company started in the 1950s it was the first to establish itself in the market. Now there are hundreds of ‘fast-food’ brands in the...

McDonald’s has come to epitomize the ‘fast-food’ industry. When the company started in the 1950s it was the first to establish itself in the market. Now there are hundreds of ‘fast-food’ brands in the market competing in different ways. Some of the differences between these fast-food chains are obvious. For example, some specialize in chicken products, others in pizza, and so on. However, some differences are less obvious. Originally, McDonald’s competed on low price, fast service and a totally standardized service offering. They also offered a very narrow range of items on their menu. Visit a McDonald’s restaurant and deduce what you believe to be its most important performance objectives.