Mariama Jawara

Am I Loving It...?

In this society full of oligopolies and monopolistic competitions, McDonald’s has been able to successfully hold its place in the monopolistic structure for over 50 years, meaning they are the only company to sell their own product dominating the market without any substitutes. Their ongoing corporation continues to grow and flourish with additions to their menu such as the McCafé menu, as well as their all day breakfast. Although McDonald's is widely known now, there was a time in history when people had yet to hear its name. In 1948, “The Airdrome,” a food stand, underwent a major transformation, resulting in the creation of McDonald's in San Bernardino, California. Brothers Richard and Maurice McDonald remodeled their father Patrick McDonald's food stand, “The Airdrome,” changing its name and simplifying its menu into a fast food model. As McDonald’s began receiving attention, Ray Kroc, a milkshake machine salesman, was able to take over an equity of McDonald's and create its worldwide monopolistic reputation. One of the many things that differentiates McDonald’s fast food restaurant from others is their branding, allowing people to be influenced by what they advertise, such as their Big Mac, Ronald McDonald, which is a kid-friendly character, and most importantly, their Happy Meal. Although there are restaurants who have a character, such as Wendy's with its red head girl and Burger King with its Crown and King, they can’t compete where they don’t compare. These restaurants constantly fail in beating McDonald's branding tactics. Another thing that differentiates McDonald's from the others is their innovative choices, such as creating never before seen products such as the McGriddle and the Happy Meal, appealing to a lot of their customers and allowing for more exposure of their products.