McDonalds vs. Burger King :: Business Management Studies Essays

McDonald's vs. Burger King In diagnosing the McDonald's organization, the first issue we will examine is their company goals. McDonald's has a goal of one hundred percent total customer satisfaction. However, they do realize that this goal is not always attainable. Therefore, if for any reason they do not meet that goal, they will do whatever it takes to correct their mistake. McDonald's has a second company goal that sets them apart from most of their competitors. McDonald's was founded on the principle of giving back to the community, and that remains one of their primary goals today. Through their charities, Ronald McDonald's House and Ronald McDonald's Children's Charities, McDonald's has pumped millions of dollars back into the community over the years. McDonald's customer service policy is laid out in the McDonald's Guarantee. The McDonald's Guarantee states, Your food will be hot. Your service will be fast and friendly. ! And your drive-thru orders will be double-checked right. If you're not satisfied, we'll make it right. Or your next meal is on us. Guaranteed. The customer service procedures of McDonald's are centered on focusing on one customer at a time. They are more concerned with the quality of the service tha the speed of the service. Employees usually take only one order at a time. They then prepare that order while the customers wait. After the present customer is satisfied, they move on to the next customer. This procedure allows great accuracy and quality, but lacks speed. McDonald's climate was not very appealing. Everything appeared to be focused around the business instead of the customers. Employees were working at a rapid pace, but it seemed like they had no time for customers. They acted as if it was a burden for them to stop and answer a simple question or refill a drink. The atmosphere was also very noisy. There was constant beeping, banging, and yelling coming from the ! service area. They did not provide a pleasant ambiance for cus! tomers to dine in. McDonald's communication and leadership were also lacking. The only communication between employees and customers was the placement of orders. The employees provided no feedback in terms of double-checking orders or communicating any delays that might occur. Communication between employees consisted of loud yelling throughout the kitchen. In terms of leadership, we did not see a manager present during our entire visit. Diagnosing Burger King was a little more difficult because they do not provide customers with literature (pamphlets) communicating goals and policies, as McDonald's does. However, Burger King's goals seemed quite clear.