Changing Ethical Perspectives-McDonald’s Essay Example for Free

Changing Ethical Perspectives-McDonald’s Essay When Dick and Mac McDonald opened their first barbecue restaurant in 1940, it is doubtful they realized the impact their company name would have upon the world of business and food service. A few years after they opened their restaurant, they closed to renovate, rethink their business strategy, and presented a simple drive-in restaurant with a small menu to allow the brothers to focus not on providing diversity and choices, but quality within their service and products (â€Å"Our History-1940†, n.d.). It may have been the simplicity of the operation, or the high level of dedication to service that attracted the attention of restaurant equipment salesman Ray Croc. In 1954, Ray Croc visited their only establishment in San Bernadino, California and learned they had an interest in building a franchise around their existing business configuration. Ray Croc and the McDonald’s brothers agree on their first franchise plan and set out to build more locations. Kroc opens his first franchise location in Des Plaines, Ill. on April 15, 1955. By 1965, there would be more than 700 McDonald’s restaurants throughout the United States (â€Å"Our History-1955†, n.d.). As McDonald’s expanded outward, their community responsibilities inherently would increase. Through the period of the fifties and sixties, community and social responsibilities were simple; keep a clean restaurant, set reasonable prices (hamburgers were 15 cents), and concentrate on service. At the outset, it would appear the ethical perspective would be one close to utilitarianism (what will the most people like), with little emphasis on deontology or virtue theory. As McDonald’s moved into the seventies leading them on a voyage around the world, these responsibilities and perspectives would have to adapt and change rapidly to accommodate cultural changes and needs. Changes in Ethical Perspective as a Result of Globalization In 1967, the first McDonald’s restaurants opened in Canada and Puerto Rico. During this time of expansion, the McDonald’s line was fully developed into a restaurant that can be recognized with its signature golden arches and bright red and white colorations of the building. The menu also presented an unwavering selection of hamburgers, cheeseburgers, soda pop, and French fries. As McDonald’s expanded globally, it did so carrying the same rigid elements of marketing and selection that was originally offered at the start. Global expansion was going well, but cultural adaptation and ethical considerations are still several years away. The first sign from McDonald’s regarding ethics or a reaction to corporate social responsibility did not happen from their global expansion. In 1973, McDonald’s opened the first Ronald McDonald House in response to aid ailing children from Leukemia. From here, social responsibility for McDonald’s become apparent, but at a very slow pace (â€Å"Our History-1973†, n.d.). Cultural Issues within the Global Organization Amidst the seventies and moving into the eighties, environmental and ethical perspectives became more important. McDonald’s however, did not become a leader in globalization as well as ethical considerations. Because of the rigidity of their plant operation and offerings, they slowly were becoming an icon for unchanging American standards and unhealthy diet standards. In a weak attempt to stay strong and fresh, McDonald’s began increasing their menu from the simple hamburger and cheeseburger to include also specialty breakfast items and a larger dinner menu. They still failed however to change their image from canned and greasy fast food. The ethical rigidity of McDonald’s failing to change their menu items would continue well into 1987 before the first fresh salad entrees would finally allow them to slowly break their crusty perspective of ‘factory-made’ food (â€Å"Our History-1987†, n.d.). McDonald’s and the World-An Ethical Perspective Through the nineties and into the 21st century, a new form of consumer was emerging. This new creed of shopping known as ‘ethical consumerism’ focuses in on supporting companies that have a proven track record of healthy and environmentally supportive business practices. Even with menu enhancements and slight menu changes within the different cultural areas McDonald’s had entered, this is an area they had not yet championed (York, 2006). In order to survive, corporate leadership knew they had a very steep challenge to face. In small steps, McDonald’s slowly turned their behemoth juggernaut of food service into becoming more environmentally conscious and ‘green’. They took on challenges from large organizations such as People for the Ethical Treatment of Animals (PETA) to change their beef and chicken production (Beef magazine, 2005). As the critics emerged, McDonald’s faced charges of unhealthy menu’s and unsound environmental practices. McDonald’s had to make a decision-keep with their out of date business plan and face ruin in the age of environmentally conscious companies, or find ways to introduce the needed changes into their organization. The process was slow, but over time, McDonald’s found by making necessary changes to their organization, they were able to slowly gain back a market share of followers who recognizing their ethical and environmental changes, were once again willing to support their cause. The result was a healthier menu, diet and nutritional guides, and even environmentally sound coffee and cups could be found within the walls of a typical McDonald’s restaurant around the world (York, 2006). According to Reynolds (2011), McDonald’s even prominently publicized their new image efforts through a new and fresh series of television advertising â€Å"†¦to focus on McDonald’s community and environmental initiatives†¦Ã¢â‚¬  Modern Cross-Cultural Perspective for McDonald’s McDonald’s has risen from one small drive-in restaurant with a menu consisting of 15 cent hamburgers, fries, and soda to a multinational company consisting of 33,500 local restaurants serving 68 million people in 119 different countries. Their current cultural perspective at the present time contains variety that Ray Croc could never have imagined in the middle of the 20th century. A mixture of utilitarianism (what would please most customers) and deontology (what is our CSR) seems to drive the corporate think tank and operational culture. McDonald’s is an excellent example of how a company that was started with very simple goals expanded, faced legal, ethical, and moral pressures and challenges, and is still capable of making it to the top of biggest and healthiest fast food restaurant franchises (Minkin, 2012). One of the greatest obstacles to McDonald’s was a rigid and unwillingness to change both image and perspective. Through the decades however, McDonald’s leadership has met their community responsibilities and currently carries an accepted ethical and moral perspective. References Author Unknown, (2005, February). McDonalds eyes change in Poultry Harvest Method. Beef, 1. Minkin, T. (2012). Americas Top Ten Healthiest Fast Food Restaurants. Retrieved from http://www.health.com/health/gallery/0,,20435301,00.html Our History. (n.d.). Retrieved from http://www.mcdonalds.com/us/en/our_story/our_history.html Reynolds, J. (2011, June). McDonalds Activity to Promote Ethical Focus. Marketing Magazine, (3), 1. York, M. (2006, November). With the planet dying of. New Internationalist, (), 5.