Of all established companies that have succeeded to overcome the many obstacles time brings, one stands out: McDonald’s. How does the company do it?
Firstly, with a franchise business model that allows its franchisee-members, management and shareholders to share the risks and rewards from the discovery and exploitation of new business opportunities. Secondly, by adaptation and innovation; coming up with new products and services to compliment the needs of a varied consumer market.
During the 1970s and the 1980s, McDonald’s adopted the globalization trend by transporting the American lifestyle to numerous countries around the world. Simultaneously, it adapted to each county by franchising to local entrepreneurs.
In the 1990s and early 2000s, McDonald’s made successful efforts to improve its corporate image by initiating the “Fast and Convenient” campaign that involved the essential modification of the company’s product portfolio to emerging food industry trend. McDonald’s restaurants aimed to achieve a more natural dining environment. The “fast” and “convenient” features of the McDonald’s notion were amplified by the “healthy” and “more natural” element, by including salads, fruits, and carrot sticks to their menu. Furthermore, in recent years, McDonald’s has continued to widen its product portfolio by offering high quality coffee and healthy drinks. 
