This preview shows page 1. Sign up to view the full content.
Unformatted text preview: in a Cessna to find schools,
aiming to put new restaurants nearby. McDonald’s later used helicopters to assess regional growth patterns, looking for cheap land along
highways and roads that would lie at the heart of future suburbs. In the 1980s, the chain become one of the world’s leading purchasers of
commercial satellite photography, using it to predict sprawl from outer space. McDonald’s later developed a computer software program
called Quintillion that automated its site-selection process, combining satellite imagery with detailed maps, demographic information, CAD
drawings, and sales information from existing stores. “Geographic information systems” like Quintillion are now routinely used as siteselection tools by fast food chains and other retailers. As one marketing publication observed, the software developed by Mc-Donald’s
permits businessmen to “spy on their customers with the same equipment once used to fight the cold war.”
The McDonald’s Corporation has used Colorado...
View Full Document
This note was uploaded on 02/25/2014 for the course MGMT 120 taught by Professor Litt during the Spring '08 term at UCLA.
- Spring '08