McDonald's - additional information
McDonald’s is the largest quick service restaurant chain worldwide in terms of both revenue and brand value. In 2016, McDonald’s had a brand value exceeding 88 billion U.S. dollars, which not only put it at the top of the leader board of fast food chains but also made it the fifth largest brand out of all companies worldwide. As of 2016, there are 15,605 McDonald’s restaurants in North America. Of these, there are 14,146 McDonald's restaurants in the U.S. where the company was founded in 1940. In the past three quarters of a century, McDonald’s has grown from one restaurant to more than 36 thousand establishments across the globe.
In recent years the global burger giant has generated annual revenues nearing 30 billion U.S. dollars. However, the second half of 2014, early 2015 and 2016 saw the company’s sales decline dramatically, perhaps due to a Chinese food safety scandal involving the chain in 2014. In the United States, the American Customer Satisfaction Index recorded the lowest score for McDonald’s among the leading fast food chains and the company also ranked last in a taste rating of 21 of America’s most popular burger chains.
Nevertheless, McDonald’s still performs well in customer service. In 2016, the burger chain’s drive-thru staff expressed a pleasant demeanor during 77.8 percent of drive-thru occasions and 75.3 percent of customer service experiences were pleasant or very friendly.