Marketing and advertising o 71 Space exploration o 72 Childrens advertising o

Marketing and advertising o 71 space exploration o 72

This preview shows page 4 - 8 out of 37 pages.

Marketing and advertising o 7.1 Space exploration o 7.2 Children's advertising o 7.3 Sports awards and honors 8 Charity o 8.1 McHappy Day o 8.2 McDonald's Monopoly donation o 8.3 McRefugee 9 Criticism o 9.1 Company responses to criticism o 9.2 Environmental record o 9.3 Legal cases 9.3.1 Malaysia 9.3.2 Australia
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9.3.3 United Kingdom 9.3.4 United States o 9.4 Use of genetically modified food 10 See also 11 References 12 Further reading 13 External links History Main article: History of McDonald's The oldest operating McDonald's restaurant is the third one built, opened in 1953. It is located at 10207 Lakewood Blvd. at Florence Ave. in Downey, California (at 33.9471°N 118.1182°W ) McDonald's logo from 1940 until 1948. McDonald's logo from 1948 until 1953.
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McDonald's logo from 1953 until 1960. The siblings Richard and Maurice McDonald opened in 1940 the first McDonald's at 1398 North E Street at West 14th Street in San Bernardino, California (at 34.1255°N 117.2946°W ) but it was not the McDonald's recognizable today; Ray Kroc made changes to the brothers' business to modernize it. The brothers introduced the "Speedee Service System" in 1948, putting into expanded use the principles of the modern fast-food restaurant that their predecessor White Castle had put into practice more than two decades earlier. [ citation needed ] . The original mascot of McDonald's was a chef hat on top of a hamburger who was referred to as "Speedee". In 1962 the Golden Arches replaced Speedee as the universal mascot. The symbol, Ronald McDonald , was introduced in 1965. The clown, Ronald McDonald, appeared in advertising to target their audience of children. [11] Ray Kroc joined the chain in 1954 and built it into an eventually global franchise, making it the most successful fast food corporation in the world On May 4, 1961, McDonald's first filed for a U.S. trademark on the name "McDonald's" with the description "Drive-In Restaurant Services", which continues to be renewed. By September 13, McDonald's, under the guidance of Ray Kroc, filed for a trademark on a new logo—an overlapping, double-arched "M" symbol. But before the double arches, McDonald's used the a single arch for the architecture of their buildings. Although the " Golden Arches " logo appeared in various forms, the present version was not used until November 18, 1968, when the company was favored a U.S. trademark. The present corporation credits its founding to franchised businessman Ray Kroc in on April 15, 1955. This was in fact the ninth opened McDonald's restaurant overall, although this location was destroyed and rebuilt in 1984. Kroc later purchased the McDonald brothers' equity in the company and begun the company's worldwide reach. Kroc was recorded as being an aggressive business partner, driving the McDonald brothers out of the industry.
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Kroc and the McDonald brothers fought for control of the business, as documented in Kroc's autobiography.
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