McDonald’s is the one of the world’s best most well-known and valuable brands and it dominates the market globally in quick service restaurant management. The first ever McDonald’s store opened in 1961 in Doraville, Georgia. The slogan “I’m lovin’ it” justifies their products and statistics show that McDonald’s feeds over 68 million people per day – now, that’s about 1% of the world’s population.
In 1960, McDonalds’ came up with their flagship symbol – the iconic Golden arches were introduced as the company’s new symbol. The letter ‘M’ signifies dignity, power, expertise and professionalism. This iconic logo was designed by Jim Schindler. The brothers, lovingly known as Dick and Mac McDonald had the fixed arch shaped marks on the edges of their then “walk-up hamburger stands.” In 1968, the name ‘McDonald’s’ was attached to the logo and was visible below the ‘M’ symbol.
The Golden arches have developed into the deciding aspect of the corporate logo of McDonald’s and it has been accepted as an influential role in the branding of the company. The arches are considered to be an echo of extraordinary typology. They also indicate the equivalence of McDonald’s restaurant as a “promised land” of cleanliness, goodwill, and chastity and lively.
The color yellow in the logo signifies contentment, certainty, confidence and bliss whereas the background color red indicates dedication, conviction, strength and vigor.
McDonald’s currently serves people in over 118 countries. With over 36,525 restaurants, McDonald’s has more than 420,000 employees. McDonald’s also handles other brands of restaurants such as the Piles Café. During the 1990s McDonald’s started dismantling the other chains it had acquired. It had a majority stake in the Chipotle Mexican Grill until October 2006. McDonald’s was also the owner of Donato’s Pizza and Boston Market until December 2003 and August 2007 respectively.
McDonald’s, due to its great popularity and great business is one of the S&P 500 Dividend Aristocrats. The main reason behind it was the shareholder bonus raise that it had been able to achieve for 25 successive years. However, in the recent years, McDonald’s has not been up to the mark as far as business statistics are concerned. Due to its sales decrease, McDonald’s decided to close over 184 restaurants in USA last year. This points to a situation where McDonald’s will have a net decrease in the number of locations in United States since 1970.
Dr Rao states that as per Vedic sciences, food is governed by the planet Venus and any business or enterprise is ruled by the planet Mars. Both these planets are represented by the colors Yellow and Red respectively. Whether we call it a coincidence or it is by design – globally, the most successful food chains or ventures have a dominance of these colors in their logos.
American research states that Red and Yellow are popular colors with the youth and hence, successful brands adopt a combination of these colors. All said and done, the success of food ventures with this color combination has stood the tests of time and rest is history.
For example: Here are some international and domestically popular brands.