Swot Analysis: McDonald's Vs. Burger King

Swot Analysis

McDonald's vs. Burger King Organizational Diagnosis by Fastalk Consultants 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 than

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 t

o 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. They want to individualize each

customer's order and provide the fastest service possible. Burger King's policy

is to give the customer many choices and to accurately and quickly provide

whatever the customer chooses. This policy is reflected in their slogan, Your

way, right away. Operating under this policy makes it very easy to ach!

ieve their goals. Through the many choices they provide it is easy to customize

each order. Burger King's procedures are also consistent with their goals. In

order to individualize each order they provide customers with many options when

ordering. Some options include fries or onion rings, cheese, bacon, mustard,

ketchup, mayonnaise, lettuce, tomato, pickles, and onion. The customer can pick

any combination of these options that they desire. To facilitate fast service

Burger King takes customer orders on a continual basis. One employee takes the

customer's order, the customer then moves down the line where another employee

is preparing the order. Meanwhile, the original employee is taking another

customer's order. Customers also get their own drinks while they are waiting for

their meal. This makes service much faster in that employees do not have to

prepare drinks or provide refills. The climate at Burger King was very pleasant.

The employees conveyed the attitude that the!

y were there to assist the customers in any way possible. The !

restaura

nt was very clean and there were no loud noises from the service area. They also

provided relaxing music for customers to listen to while dining. Burger King

possessed more than adequate communication and leadership. Employees gave the

customers feedback on their orders. Each customer received a receipt, which

enabled them to double-check their order. The employees also read the order back