Positioning
Super Size dropped
After a critical documentary, the brand moves away from big portions.
McDonald’s
Food & Beverage
Two brothers built the system; a milkshake-machine salesman built the brand around it.
- Owner
- McDonald’s Corporation, listed on NYSE
- CEO
- Chris Kempczinski
- Known for
- Big Mac, Happy Meal, the Golden Arches
The Brand in Brief
The McDonald brothers invented fast, cheap, consistent food in 1948. Ray Kroc franchised it, bought them out and turned the arches on their building into a logo. Almost all restaurants are run by franchisees, so the brand lives in its system: the same fries, the same arches, the same Happy Meal everywhere. Advertising gave it a voice, from “You deserve a break today” to “I’m lovin’ it”, which has run for more than twenty years.
Recent Brand Moves
- 2023Grimace’s birthday
A forgotten character goes viral on TikTok.
- 2020Famous Orders
Celebrity meals turn the menu into culture.
- 2015All Day Breakfast in the US
A customer request becomes a brand move.
- 2004Super Size dropped
After a critical documentary, the brand moves away from big portions.
Turning points
The Decisions that Made the Brand
Campaign
“I’m lovin’ it”
The first single global campaign; still running.
Positioning
Ray Kroc opens his first restaurant
Franchising turns a single restaurant into a system.
Positioning
The Speedee Service System
A short menu made fast and the same every time.
Timeline
Every Brand Decision
Modern McDonald’s2015 to now
Plan to Win2003 to 2015
Global growth1984 to 2003
Kroc builds the system1955 to 1984
The brothers1940 to 1955
2023
Grimace’s birthday
A forgotten character goes viral on TikTok.
2020
Famous Orders
Celebrity meals turn the menu into culture.
2015
All Day Breakfast in the US
A customer request becomes a brand move.
2004
Super Size dropped
After a critical documentary, the brand moves away from big portions.
2003
“I’m lovin’ it”
The first single global campaign; still running.
1979
The Happy Meal
A box that tied the brand to childhood.
1971
“You deserve a break today”
A line that sold the brand as a treat for tired families.
1968
The Big Mac goes national
A franchisee’s burger becomes the signature product.
1963
Ronald McDonald
A clown made the brand a children’s destination.
1962
Arches replace Speedee as the logo
The building becomes the brand mark.
1955
Ray Kroc opens his first restaurant
Franchising turns a single restaurant into a system.
1953
Golden arches on the building
An architect’s arches later become the logo.
1948
The Speedee Service System
A short menu made fast and the same every time.
Modern McDonald’s2015 to now · 3 moments
All-day breakfast, fan culture, famous orders.
- 2023Grimace’s birthday
A forgotten character goes viral on TikTok. - 2020Famous Orders
Celebrity meals turn the menu into culture. - 2015All Day Breakfast in the US
A customer request becomes a brand move.
Plan to Win2003 to 2015 · 2 moments
Back to basics after a slump.
- 2004Super Size dropped
After a critical documentary, the brand moves away from big portions. - 2003“I’m lovin’ it”
The first single global campaign; still running.
Kroc builds the system1955 to 1984 · 6 moments
Franchising, the arches, Ronald.
- 1979The Happy Meal
A box that tied the brand to childhood. - 1971“You deserve a break today”
A line that sold the brand as a treat for tired families. - 1968The Big Mac goes national
A franchisee’s burger becomes the signature product. - 1963Ronald McDonald
A clown made the brand a children’s destination. - 1962Arches replace Speedee as the logo
The building becomes the brand mark. - 1955Ray Kroc opens his first restaurant
Franchising turns a single restaurant into a system.
The brothers1940 to 1955 · 2 moments
The Speedee Service System.
- 1953Golden arches on the building
An architect’s arches later become the logo. - 1948The Speedee Service System
A short menu made fast and the same every time.
Moves like this
The Same Decision, Other Brands
Name & identity
How It Got Its Name and Its Look
The Name
The brand is simply the brothers’ surname. When Ray Kroc bought them out in 1961, he kept the name because, as he said, it had the right sound.
What the Name DidA family name gave a factory-like system a warm face.
Logo
1953Arches on the building and the Speedee sign- NowGolden Arches, current
Colour
- NowGolden yellow on red, or arches alone
- 2009Green backgrounds in Europe to look less fast-food
Words & Type
I’m lovin’ it.
2003You deserve a break today.
1971
- Speedee, the brand’s own type family2019
Ownership & architecture
Who Owns It, and How Its Brands Fit Together
Owned byMcDonald’s Corporation
ThroughListed on NYSE
McDonald’sMaster brandRun in the region by
- GulfRestaurants are run by local licensees in each country
Products
- Big Mac
- Happy Meal
- McCafé
- McFlurry
Services
- McDelivery
- MyMcDonald’s Rewards
Retired names
- Super Size
- Arch Deluxe
How the names are built · Master brand
Product names“Mc” prefix and a few signature names
About 95% of restaurants are run by franchisees. McDonald’s often owns the land and buildings and collects rent.
Leadership
Who Leads It, and Who Shaped It
CK
Chris KempczinskiChairman and CEO
Chief Executives
2019 to now
Chris KempczinskiFan culture and digital
2015 to 2019
Steve EasterbrookTurnaround, delivery
2004 to 2012
Jim SkinnerPlan to Win growth
2003 to 2004
Jim CantalupoPlan to Win, I’m lovin’ it
1955 to 1973
Ray KrocBuilt the system
Brand Builders
SM
Stanley MestonArchitect, 1953
Designed the golden arches.
WS
Willard ScottPerformer, 1963
Played the first Ronald McDonald.
JD
Jim DelligattiFranchisee, 1967
Created the Big Mac.
FT
Fred TurnerOperations, later CEO
Wrote the operations manual and started Hamburger University.
Campaigns
The Work that Carried the Brand
Trademarks
Naming Fights
2019EU office strips McDonald’s “Big Mac” mark for some uses after a challenge by Supermac’s.
2009McDonald’s loses its case against Malaysia’s McCurry restaurant.
Did you know?
Less Known Facts
Identity1953
The oldest operating McDonald’s, in Downey, still has its Speedee sign.
Product1967
The Big Mac was created by a franchisee in Pittsburgh, not by head office.
Words2003
“I’m lovin’ it” came from a German agency, Heye & Partner.
Founding1954
Ray Kroc was selling milkshake mixers when he first visited the brothers.
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Compiled by the BrandTheChange editors from company records, filings, archives and press. Suggest a correction · Image credits