Restaurant Call (Video Game).

Restaurant Call is a video game which allows players to control and build their own restaurant from scratch. It is available on PS4, XBox One, X Box One X, Wii U and Nintendo Switch. It allows u to start from a location in any real life country u choose in any restaurant type to eventually become a global brand. Below are details on it.

Plot.

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U originally worked a low end job. But character's father opened a food stand, with pork hot dogs in non muslim nations and beef hot dogs in muslim nations, on a road near an airport in the city chosen at the beginning of the game. Hamburgers are added to father's menu with all-you-can-drink orange juice. In the first level, u move the entire building east. The restaurant is renamed what the player likes and in this level, the player designs the beginning menu, which has a maximum of 9 items. Eventually, the player will realize where most of his or her profits came from. The restaurant begins as a self-service operation. Player needs to take great care in setting up the kitchen to ensure maximum efficiency. Also, u have to ability to have restaurant name changed again. In Level 3, player will need to build entirely new building to achieve two goals: further efficiency improvements and a more eye-catching appearance. They collect recommendations for an architect and choose which one they want. After choosing an architect, u and architect will work together closely in the design of new building. U achieve extra efficiencies by among other things, drawing the actual measurements of every piece of equipment in chalk on a tennis court behind the first restaurant built with help from architect's assistant there. The new restaurant's design achieves a high level of noticeability thanks to gleaming surfaces of ceramic tile, stainless steel, brightly colored sheet metal, and glass; pulsing neon; and sheet-metal arches trimmed in neon. A third, smaller arch sign contains the brand's mascot, striding cross the top, trimmed in animated neon. Other CPU rivals with their own restaurants compete in restaurant type field as they want their own establishments to succeed in the game.

In nearer levels, u begin seeking franchisees. First franchisee, who can't be changed by player, is Edwin Bulldog, a distributor for a workout gear company, ok. Bulldog opens his restaurant in that level. Second franchisee is the duo of Bulldog brother-in-law Joe Damon and his girlfriend Burdette Ophelia. Damon and Ophelia open their restaurant as well. Damon and Ophelia restaurant can NEVER be shut down in downgrading decisions. Also the corporation can now make remodeling and updating requests over years. Charles Crocodile joins chain in a later level and will help build t into a global franchise if the right decisions are made. Charles Crocodile is a seller of Harold milkshake machines and learned the player was using eight of his machines in their first restaurant. His curiosity is piqued, and he goes to it. He is joined by a friend, who suggested to Crocodile several improvements to restaurant recipe. Believing u are a ticket to success, Crocodile will help franchise restaurants throughout whichever country is selected at beginning of game. Crocodile offered to take the major responsibility for setting up the new franchises elsewhere. He returned with rights to set up the brand of restaurants throughout the country selected in beginning of game. Player will receive 25% of gross sales. Crocodile first of his franchised restaurants opened at 400 Grant Street. The interior and exterior were painted by a master painter. Painter will choose whatever colors the player selects, though the maximum number of colors at one time is 4. Those colors will become the colors of all franchises at that point in the game. Recognizing its historic and nostalgic value, the building of an adjacent museum and gift shop to commemorate the site will happen. Once the first Crocodile franchise restaurant had become operational, Crocodile sought new franchisees for his chain. In that level, the player licensed the franchise rights for one restaurant to the Chocolate Wrapping Ice Cream Company here. Soon the restaurant brand might have 102 locations.

The signature menu item makes its debut in a nearer level. Also, u will design an advertising campaign to gave sales a big boost. So u know advertising is  an investment that would in the end come back many times over, and advertising  always played a key role in the development of this corporation. Another marketing thing u introduce is a new logo. Soon, u sell the millionth item and introduce a second mascot designed to appeal to children. In a later level, u and the restaurant will really began to take off. The growth in automobile use, suburbanization and better roads in country selected at beginning of game contribute heavily to success of brand. With lofty goals, u will aim at making the chain the number one restaurant type chain in the country soon. In a later level, the corporation will go public. Common shares were offered. Then u and success is in large part due to the company skillful marketing and flexible response to customer demand. To appeal to Catholic neighborhoods  on Fridays and during Lent, player will be required to create a fish item based on his or her restaurant type. Soon, u will reach all states or territories, in countries selected at beginning of game that have those administrative divisions, with the restaurant then. Around that time, u open the 1,000th restaurant then. Having attention to detail is one reason for the company extraordinary success. And some of the restaurants will have enclosed walk-up order areas and limited indoor seating.Soon u will pass $1 billion in annual sales. By a later level, u will have served 20 billion menu items and system wide sales exceed $3 billion.

If the player chooses to, he can introduce breakfast food, in non-breakfast restaurant types, when market research indicated a quick breakfast would be welcomed by consumers. Soon u can add a full breakfast line to the menu of brand. As part of philantrophy, u are a firm believer in giving "something back into the community where you serve food". Around that time, u act upon that philosophy by opening building to provide to provide a "home away from home" for the families of children in nearby hospitals. Some nations might not have much growth internationally for brand. In some there aren't a lot of people and it may be a more dead-than-alive hole. So u have to negotiate a deal with the corporation by selling expanision nations items to the country chosen at beginning of game to offset the high costs of importing plant equipment. Innovative side means u might have to open brand's first drive-thru window, if u want to. This service gives consumers a fast, convenient way to procure a quick meal. The company goal, in the drive-thru windows, is to provide service in 50 seconds or less. Drive-thru sales may eventually account for a significant number of systemwide sales. Meantime, a combo meal for children featuring a toy,  is added to the menu to appeal to families of children. First Express locations will be opened. These are smaller-scale prototypes, usually constructed in prefabricated buildings or urban storefronts, with a smaller menu size. If times get tough, player can entice retirees back into the workforce. This is through focusing on off-site training. Braille menus are a mandatory addition in the game. New locations such as hospitals and military bases are tapped as sites for new restaurant then. To combat microwave usage, player will need to step up advertising and promotional expenditures, by stressing that restaurant taste is superior to quick-packaged foods.

McRecycle USA began in 1990 and included a commitment to purchase at least $100 million worth of recycled products annually for use in construction, remodeling, and equipping restaurants. Chairs, table bases, table tops, eating counters, table columns, waste receptacles, corrugated cartons, packaging, and washroom tissue were all made from recycled products. McDonald's worked with the U.S. Environmental Defense Fund to develop a comprehensive solid waste reduction program. Wrapping burgers in paper rather than plastic led to a 90 percent reduction in the wrapping material waste stream.

It took McDonald's 33 years to open its first 10,000 restaurants. The 10,000th unit opened in April 1988. Incredibly, the company reached the 20,000-restaurant mark in only eight more years, in mid-1996. By the end of 1997 the total had surpassed 23,000, and by that time McDonald's was opening 2,000 new restaurants each year, an average of five every day.

Much of the growth of the 1990s came outside the US, with international units increasing from about 3,600 in 1991 to more than 11,000 by 1998. The number of countries with McDonald's outlets nearly doubled from 59 in 1991 to 114 in late 1998. In 1993, a new region was added to the empire when the first McDonald's in the Middle East opened in Tel Aviv, Israel. As the company entered new markets, it showed increasing flexibility with respect to local food preferences and customs. In Israel, for example, the first kosher McDonald's opened in a Jerusalem suburb in 1995. In Arab countries the restaurant chain used "Halal" menus, which complied with Islamic laws for food preparation. In 1996 McDonald's entered India for the first time, where it offered a Big Mac made with lamb called the Maharaja Mac. That same year the first McSki-Thru opened in Lindvallen, Sweden.

Overall, the company derived increasing percentages of its revenue and income from outside the US. In 1992 about two-thirds of systemwide sales came from U.S. McDonald's, but by 1997 that figure was down to about 51 percent. Similarly, the operating income numbers showed a reduction from about 60 percent of sales derived from the US in 1992 to 42.5 percent in 1997.

In the US, the number of units grew from 9,000 in 1991 to 12,500 in 1997, an increase of about 40 percent. Although the additional units increased market share in some markets, a number of franchisees complained that new units were cannibalizing sales from existing ones. Same-store sales for outlets open for more than one year were flat in the mid-1990s, a reflection of both the greater number of units and the mature nature of the U.S. market.

The company made several notable blunders in the US in the 1990s which hurt stateside profits. The McLean Deluxe sandwich, which featured a 91 percent fat-free beef patty, was introduced in 1991, never really caught on, and was dropped from the menu in February 1996 to make room for the Arch Deluxe, itself an underperforming product. The "grown-up" (and pricey) Arch Deluxe sandwich was launched in May 1996 and the Deluxe Line was launched in September 1996 in a $200 million campaign to gain the business of more adults, but were bombs. The following spring brought a 55-cent Big Mac promotion, which many customers either rejected outright or were confused by because the burgers had to be purchased with full-priced fries and a drink. The promotion embittered still more franchisees, whose complaints led to its withdrawal. In July 1997 McDonald's fired its main ad agency, Leo Burnett, a 15-year McDonald's partner, after the nostalgic "My McDonald's" campaign proved a failure. Several other 1990s-debuted menu items, including fried chicken, pasta, fajitas, and pizza failed as well. A seemingly weakened McDonald's was the object of a Burger King offensive when the rival fast-food maker launched the Big King sandwich, a Big Mac clone. Meanwhile, internal taste tests revealed that customers preferred the fare at Wendy's and Burger King.

In response to these difficulties, McDonald's drastically cut back on its U.S. expansion. In contrast to the 1,130 units opened in 1995, only about 400 new McDonald's were built in 1997. Plans to open hundreds of smaller restaurants in Wal-Marts and gasoline stations were abandoned because test sites did not meet targeted goals. Reacting to complaints from franchisees about poor communication with the corporation and excess bureaucracy, the head of McDonald's U.S.A. (Jack M. Greenberg, who had assumed the position in October 1996) reorganized the unit into five autonomous geographic divisions. The aim was to bring management and decision-making closer to franchisees and customers.

On the marketing side, McDonald's scored big in 1996 and 1997 with a Teenie Beanie Baby promotion in which about 80 million of the toys/collectibles were gobbled up virtually overnight. The chain received some bad publicity, however, when it was discovered that a number of customers purchased Happy Meals just to get the toys and threw the food away. For a similar spring 1998 Teenie Beanie giveaway, the company altered the promotion to allow patrons to buy menu items other than kids' meals. McDonald's also began to benefit from a seven years global marketing alliance signed with Disney/Pixar in 1998. Initial Disney/Pixar movies promoted by McDonald's included A Bug's Life, Monsters, Inc., Finding Nemo and The Incredibles. Perhaps the most important marketing move came in the later months of 1997 when McDonald's named DDB Needham as its new lead ad agency. Needham had been the company's agency in the 1970s and was responsible for the hugely successful "You Deserve a Break Today" campaign. Late in 1997, McDonald's launched the Needham-designed "Did Somebody Say McDonald's?" campaign, which appeared to be an improvement over its predecessors.

Late 1990s
Following the difficulties of the early and mid-1990s, several moves in 1998 seemed to indicate a reinvigorated McDonald's. In February the company for the first time took a stake in another fast-food chain when it purchased a minority interest in the 16-unit, Colorado-based Chipotle Mexican Grill chain. The following month came the announcement that McDonald's would improve the taste of several sandwiches and introduce several new menu items. McFlurry desserts, developed by a Canadian franchisee in 1997, proved popular when launched in the United States in the summer of 1998. That same month, McDonald's said that it would overhaul its food preparation system in every U.S. restaurant. The new just-in-time system, dubbed "Made for You", was in development for a number of years and aimed to deliver to customers "fresher, hotter food"; enable patrons to receive special-order sandwiches (a perk long offered by rivals Burger King and Wendy's); and allow new menu items to be more easily introduced thanks to the system's enhanced flexibility. The expensive changeover was expected to cost about $25,000 per restaurant, with McDonald's offering to pay for about half of the cost; the company planned to provide about $190 million in financial assistance to its franchisees before implementation was completed by year-end 1999.

In May 1998, Greenberg was named president and CEO of McDonald's Corporation, with Quinlan remaining chairman; at the same time Alan D. Feldman, who had joined the company only four years earlier from Pizza Hut, replaced Greenberg as president of McDonald's U.S.A., an unusual move for a company whose executives typically were long-timers. The following month brought another first, McDonald's first job cuts. The company said it would eliminate 525 employees from its headquarters staff, a cut of about 23 percent. In the second quarter of 1998 McDonald's took a $160 million charge in relation to the cuts. As a result, the company, for the first time since it went public in 1965, recorded a decrease in net income, from $1.64 billion in 1997 to $1.55 billion in 1998.

McDonald's followed up its investment in Chipotle with several more moves beyond the burger business. In March 1999 the company bought Aroma Café, a UK chain of 23 upscale coffee and sandwich shops. In July of that year McDonald's added Donatos Pizza, a midwestern chain of 143 pizzerias based in Columbus, Ohio. Donatos had revenues of $120 million in 1997. In 1999, McDonald's 25,000th unit opened, Greenberg took on the additional post of chairman, and Jim Cantalupo was named company president. Cantalupo, who had joined the company as controller in 1974 and later became head of McDonald's International, had been vice-chairman, a position he retained. In May 2000 McDonald's completed its largest acquisition yet, buying the bankrupt Boston Market chain for $173.5 million in cash and debt. At the time, there were more than 850 Boston Market outlets, which specialized in home-style meals, with rotisserie chicken the lead menu item. Revenue at Boston Market during 1999 totaled $670 million. McDonald's rounded out its acquisition spree in early 2001 by buying a 33 percent stake in Pret A Manger, an upscale urban-based chain specializing in ready-to-eat sandwiches made on the premises. There were more than 110 Pret shops in the United Kingdom and several more in New York City. Also during 2001, McDonald's sold off Aroma Café and took its McDonald's Japan affiliate public, selling a minority stake through an initial public offering.

2000s
As it was exploring new avenues of growth, McDonald's core burger chain had become plagued by problems. Most prominently, the Made for You system backfired. Although many franchisees believed that it succeeded in improving the quality of the food, it also increased service times and proved labor-intensive. Some franchisees also complained that the actual cost of implementing the system ran much higher than the corporation had estimated, a charge that McDonald's contested. In any case, there was no question that Made for You failed to reverse the chain's sluggish sales. Growth in sales at stores open more than a year (known as same-store sales) fell in both 2000 and 2001. Late in 2001 the company launched a restructuring involving the elimination of about 850 positions, 700 of which were in the US, and several restaurant closings.[citation needed]

In 2000, a McDonald's in Dearborn, Michigan in Greater Detroit was the first one in Michigan and the only one east of the Mississippi River to offer halal food for Muslim customers.[11]

There were further black eyes as well. McDonald's was sued in 2001 after it was revealed that for flavoring purposes a small amount of beef extract was being added to the vegetable oil used to cook the french fries. The company had cooked its fries in beef tallow until 1990, when it began claiming in ads that it used 100 percent vegetable oil. McDonald's soon apologized for any "confusion" that had been caused by its use of the beef flavoring, and in mid-2002 it reached a settlement in the litigation, agreeing to donate $10 million to Hindu, vegetarian, and other affected groups. Also in 2001, further embarrassment came when 51 people were charged with conspiring to rig McDonald's game promotions over the course of several years. It was revealed that $24 million of winning McDonald's game tickets had been stolen as part of the scam. McDonald's was not implicated in the scheme, which centered on a worker at an outside company that had administered the promotions.

McDonald's also had to increasingly battle its public image as a purveyor of fatty, unhealthy food. Consumers began filing lawsuits contending that years of eating at McDonald's had made them overweight. McDonald's responded by introducing low-calorie menu items and switching to a more healthful cooking oil for its french fries. McDonald's franchises overseas became a favorite target of people and groups expressing anti-American and/or anti-globalization sentiments. In August 1999 a group of protesters led by farmer José Bové destroyed a half-built McDonald's restaurant in Millau, France. In 2002 Bové, who gained fame from the incident, served a three-month jail sentence for the act, which he said was in protest against U.S. trade protectionism. McDonald's was also one of three multinational corporations (along with Starbucks Corporation and Nike, Inc.) whose outlets in Seattle were attacked in late 1999 by some of the more aggressive protesters against a World Trade Organization meeting taking place there. In the early 2000s McDonald's pulled out of several countries, including Bolivia and two Middle Eastern nations, at least in part because of the negative regard with which the brand was held in some areas.

Early in 2002, Cantalupo retired after 28 years of service. Sales remained lackluster that year, and in October the company attempted to revive U.S. sales through the introduction of a low-cost Dollar Menu. In December 2002, after this latest initiative to reignite sales growth failed and also after profits fell in seven of the previous eight quarters, Greenberg announced that he would resign at the end of the year. Cantalupo came out of retirement to become chairman and CEO at the beginning of 2003.

Cantalupo started his tenure by announcing a major restructuring that involved the 2002 quarterly loss, which included the closure of more than 700 restaurants (mostly in the United States and Japan), the elimination of 600 jobs, and charges of $853 million. The charges resulted in a fourth-quarter 2002 loss of $343.8 million, the first quarterly loss in McDonald's 38 years as a public company. The new CEO also shifted away from the company's traditional reliance on growth through the opening of new units to a focus on gaining more sales from existing units. By 2003, with Ray Kroc's McDonald's Corporation nearly 50 and the McDonald's fast food restaurant concept itself old enough to qualify for AARP membership, the brand had perhaps become too familiar and sales figures stalled. Analysts, management, owners, and customers alike recognized that the aged chain required revivification. The question in need of solution was: How should McDonald's reinvent itself without losing its core values and maintain relevance in the marketplace? To that end, several new menu items were successfully launched, including entree salads, McGriddles breakfast sandwiches (which used pancakes in place of bread), and white-meat Chicken McNuggets. Some outlets began test-marketing fruits and vegetables as Happy Meal options. It was quickly determined that focus on customer experience was key in reversing the slippage. Then, a new global marketing campaign was adopted which was designed around the notion of the "Rolling Energy" phase. Launched on September 29, 2003, the campaign began featuring youthful images, hip music, and pop culture celebrities touting the tagline, "I'm lovin' it". Next, James R. Cantalupo was called back from retirement to head the corporation and its efforts to recapture golden luster. His plan was to keep things simple with a focus on the basics like customer service, clean restrooms, and reliable appealing food (not unlike Ray Kroc's mantra of QSC and V: Quality, Service, Cleanliness, and Value). In addition to the basics he determined to position the company with a more modern coherent image in  order to foster a McDonald's "experience" for customers. More than an advertising campaign he and his team approved sweeping new architecture for McDonald's restaurants, the first major overhaul since 1969 when the now universally recognized signature double mansard roof became standard. In fact, Mr. Cantalupo personally approved abandonment of the ubiquitous and familiar mansard in favor of what became the "Forever Young" prototype topped with its swish eyebrow. This was the first global campaign in McDonald's history, as the new slogan was to be used in advertising in more than 100 countries. It also proved to be the first truly successful ad campaign in years; sales began rebounding, helped also by improvements in service. Cantalupo did not live to see the fruits of his labor and he died in 2004 just as his modern vision for McDonald's was getting underway. Nonetheless he had set things into motion causing a paradigm shift for the company resulting in a refreshed image without a dilution of brand identity.

In December 2003, for instance, same-store sales increased 7.3 percent. Same-store sales rose 2.4 percent for the entire year, after falling 2.1 percent in 2002. Also, in that month, McDonald's announced that it would further its focus on its core hamburger business by downsizing its other ventures. The company said that it would sell Donatos back to that chain's founder. In addition, it would discontinue development of non-McDonald's brands outside of the United States. This included Boston Market outlets in Canada and Australia and Donatos units in Germany. McDonald's kept its minority investment in Pret A Manger, but McDonald's Japan was slated to close its Pret units there. These moves would enable the company to concentrate its international efforts on the McDonald's chain, while reducing the non-hamburger brands in the United States to Chipotle and Boston Market, both of which were operating in the black.

McDonald's continued to curtail store openings in 2004 and to concentrate on building business at existing restaurants. Much of the more than $1.5 billion budgeted for capital expenditures in 2004 was slated to be used to remodel existing restaurants. McDonald's also aimed to pay down debt by $400 million to $700 million and to return approximately $1 billion to shareholders through dividends and share repurchases. Cantalupo also set several long-term goals, such as sustaining annual systemwide sales and revenue growth rates of 3 to 5 percent. In a move to both simplify the menu and make its offerings less fattening, McDonald's announced in March 2004 that it would phase out Super Size french fries and soft drinks by the end of the year.

In the 1960s, the 1970s, the 1980s, and the 1990s, "no loitering" had been McDonald's motto. Ray Kroc had decreed upon the origins of his version of the chain that pay telephones, jukeboxes, and vending machines of any kind were forbidden at McDonald's restaurants. The goal had been to quickly serve customers and not force them to stay in the restaurants any longer than it took them to eat a hamburger. Along that line of thinking, dining areas were designed with minimalist hard plastic tables and chairs which were more often than not bolted in place. Thus customers consumed their fast food in scant comfort without dillydally allowing room for the next hurrying customers.

With the new "Forever Young" design (adopted in 2006), the first major redesign since 1969, McDonald's turned a new page for itself. New and remodeled restaurants feature dining zones with "distinct personalities". Most of them offer three sections or zones. A linger zone was designed to accommodate people who were inclined to dawdle and socialize while sitting comfortably on armchairs or sofas using free wifi access. Another zone offers counters and stools for patrons in a hurry who might just grab and go. The third and perhaps most important zone is the one for families or groups where seating arrangements can be reconfigured to meet a variety of needs. Harsh colors and hard plastics have been replaced with custom earth tones and flexible, padded, fabric-covered booth-seating, all in hopes of engaging diners to loiter and perhaps spend more money. In addition to architecture and furnishings, the McDonald's menu has been tweaked to offer a larger variety of what the corporation refers to as more healthy food.

McDonald's franchises are required to follow the directions of the parent company and perhaps more than a few have complained about the Forever Young changes. First, customers needed to recognize the mansard buildings and identify McDonald's with them—a new look may initially generate some degree of confusion. The next objection is cost: as of 2008, a newly built swish-brow store was said to cost upwards of $1 million and renovation of an existing unit to meet the new standards as much as $400,000. With a large percentage of sales from drive-in business, franchises could argue that the expensive interior redesign is unwarranted for their bottom lines.

2010s
In May 2010, McDonald's redesigned its US website to a sleeker, HTML 5 friendly interface. Along with those changes, McDonald's also introduced new advertising material to its website, including the unveiling of new pictures used exclusively for in-restaurant ads, television commercials, print advertising, and online advertising, which consist of more realistic pictures of its products, which are now up close and face the camera instead of facing left or right.

In July 2011, McDonald's announced that their largest pop-up restaurant in the world would be built on the 2012 London Olympics site. The temporary restaurant contained over 1,500 seats and was half the length of an American football field. Over 470 staff were employed serving on average (during the 2012 Olympics) serving 100,000 portions of fries, 50,000 Big Macs and 30,000 Milkshakes.

In January 2012, the company announced revenue for 2011 reached an all-time high of $27 billion, and that 2,400 restaurants would be updated and 1,300 new ones opened worldwide.[12]

In the middle of the decade, the restaurant began to suffer from declining profits.[13] In response, McDonald's began to offer a limited selection of its breakfast menu all day starting in 2015.[14] At first, the launch was unpopular with franchisees who claimed that the changes caused service to slow down.[13] However, the plan paid off with CNBC reporting that the company's fourth quarter earnings "easily topped analysts' forecasts".[15]

Timeline
hamburgers, the brothers closed the restaurant for several months to remodel it and implement their innovative "Speedee Service System", a streamlined assembly line for hamburgers. The carhops are fired, and when the restaurant reopens it sells only hamburgers, milkshakes, and french fries. At 15 cents, the burgers are about half as expensive as at standard diners, and they are served immediately. The restaurant is extremely successful, and its fame spreads by word of mouth. McDonald's Sign circa 1955 to design a replacement for the San Bernardino stand which is to have even greater efficiency and a more eye-catching appearance. Meston and his assistant Charles Fish deliver the Golden Arches design. becomes fascinated by the McDonald's restaurant during a sales visit, when he learns of its extraordinary capacity and popularity. Others who had visited the restaurant and come away inspired were James McLamore, founder of Burger King, and Glen Bell, founder of Taco Bell. After seeing the restaurant in operation, Kroc approaches the McDonald brothers, who have already begun franchising, with a proposition to let him franchise McDonald's restaurants outside the company's home base of California and Arizona, with himself as the first franchisee. Kroc works hard to sell McDonald's franchises. First restaurant franchised under Kroc's efforts, the tenth-ever location, at Blackstone and Shields Avenues (though torn down and rebuilt twice) in Fresno, California. legal structure for his planned franchises. Kroc opens the ninth McDonald's restaurant in Des Plaines, Illinois, in suburban Chicago on April 15.
 * 1937: Patrick McDonald opens a food and drinks stand called "The Airdrome" on historic Route 66 (now Huntington Drive) near the Monrovia Airport in Monrovia, California.
 * 1940: Brothers Richard and Maurice McDonald move The Airdrome building 40 miles (64 km) east to San Bernardino, California, where they open the first McDonald's restaurant, near U.S. Route 66, at West 14th St and 1398 North E St., on May 15. Its menu consisted of 25 items, mostly barbecue. As was common at the time, they employed around 20 carhops. It became a popular and highly profitable teen hangout.
 * 1948: After noticing that almost all of their profits came from
 * 1952: The brothers hire Southern California architect Stanley Clark Meston
 * 1952: The brothers begin to franchise their restaurant. The first franchisee is Neil Fox.
 * 1953: Fox's McDonald's opens in May in Phoenix, Arizona at N. Central Ave and Indian School Road. It is the first to feature the Golden Arches design.
 * 1953: The third McDonald's restaurant, franchised to Roger Williams and Burdette Landon, opens in Downey, California at the corner of Lakewood Blvd and Florence Avenue. Today it is the oldest McDonald's restaurant still in operation.[16]
 * 1954: Entrepreneur and milkshake-mixer salesman Ray Kroc
 * 1955: Ray Kroc founds "McDonald's Systems, Inc." on March 2, as a
 * 1955: Ray Kroc hires Fred L. Turner (later CEO and Chairman) as a grillman in his store in Des Plaines.
 * 1957: The original restaurant in San Bernardino is rebuilt with a golden arches design.[1]
 * 1958: First New England location opens in Hamden, Connecticut.
 * 1958: McDonald's worldwide sells its 100 millionth hamburger.
 * 1958: First Tampa Bay Area location of McDonald's opens in Tampa, Florida.
 * 1959: First Hawaii location opens in Honolulu.
 * 1959: First New York location opens in Buffalo.
 * 1959: The 100th McDonald's restaurant opens in Fond du Lac, Wisconsin.
 * 1959: McDonald's begins billboard advertising.

1960s
their operation for $2.7 million, a sum that Kroc borrows from a number of investors, including Princeton University; Kroc considers the sum extreme, and it strains his relationship with the brothers. In a handshake agreement, the brothers would also receive an overriding royalty of 1% on the gross sales. At the closing table the brothers told Kroc that they were giving the real estate and rights to the original unit to the founding employees. Kroc closed the transaction, then refused to acknowledge the royalty portion of the agreement because it wasn't in writing. The brothers keep their original restaurant, but in an oversight they fail to retain the right to remain a McDonald's franchise. It was renamed "The Big M", while Kroc drives it out of business by opening a McDonald's just one block north; he attended the opening in person. Had the brothers maintained their original agreement, which granted them 0.5% of the chain's annual revenues, they or their heirs would have been collecting in excess of $100 million per year today. Had Kroc adhered to the handshake agreement, these royalties would now be over $200 million a year. According to Scott, they wanted to pay him in stock, but Scott decided to take the money. Scott, looking nothing like the familiar appearance of any McDonaldland character as is known today, appeared in the first three television advertisements featuring the character. After changing the character's first name to "Ronald" and replacing Scott with a new actor, and giving him the more familiar red, white, and yellow clown features, the character eventually spreads to the rest of the country via an advertising campaign. Years later, an entire cast of "McDonaldland" characters is developed. (the avoidance of meat) on Fridays. It is the first new addition to the original menu, and goes national the following year, with fish supplied by Gorton's of Gloucester. See also Lou Groen at $22.50 per share. By the end of the first day's trading, the price rises to $30. Pennsylvania, is first introduced in the Pittsburgh market in 1967, before going system/nationwide a year later, following its great local success. The Hot Apple Pie is also introduced this year. United States to replace the double arch-styled drive-in locations that had been the company's standard design since the 1950s. The first mansard roof McDonald's restaurant opens that same year in Matteson, Illinois.
 * 1960: First Massachusetts location of McDonald's opens in Boston.
 * 1960: First Alaska location opens in Juneau.
 * 1960: Kroc's company is renamed "McDonald's Corporation".
 * 1960: First Oregon location opens in Portland
 * 1961: The McDonald brothers agree to sell Kroc business rights to
 * 1961: Hamburger University opens in the basement of the Elk Grove Village, Illinois, McDonald's restaurant. First Bachelor of Hamburgerology degrees were awarded to a graduating class of 15.
 * 1961: The first Idaho location opens in Boise
 * 1961: The first McDonald's in Georgia opens in Doraville.
 * 1962: McDonald's first national magazine ad appears in Life magazine.
 * 1962: The first McDonald's restaurant with seating opens in Denver, Colorado.
 * 1962: Market research shows that people identify McDonald's primarily with the golden arches;[1] in response, the Speedee character is dropped and the Golden Arches logo is introduced.
 * 1963: One of Kroc's marketing insights is his decision to advertise McDonald's hamburgers to families and children. Washington, D.C. franchisees John Gibson and Oscar Goldstein (Gee Gee Distributing Corporation) sponsor a children's show on WRC-TV called Bozo the Clown, a franchised character played by Willard Scott from 1959 until 1962. After the show was cancelled, Goldstein hires Scott to portray McDonald's new mascot, named Ronald McDonald.
 * 1963: The Filet-O-Fish is introduced in Cincinnati, Ohio, in a restaurant located in a neighborhood dominated by Roman Catholics who practiced abstinence
 * 1963: McDonald's sells its one billionth hamburger.
 * 1963: First Washington state location opens in Tacoma
 * 1963: The 500th McDonald's restaurant opens in Toledo, Ohio.
 * 1964: McDonald's issues its first annual report.
 * 1964: First Rhode Island location opens in Warwick, Rhode Island.
 * 1965: McDonald's Corporation goes public. Common shares are offered
 * 1965: Third New England location opens in Windsor, Connecticut.
 * 1967: The first McDonald's restaurant in a territory of the United States opens in San Juan, Puerto Rico.
 * 1967: The first McDonald's restaurant outside the United States opens in Richmond, British Columbia.
 * 1967: The chain's stand-alone restaurant design which is still most common today, with mansard roof and indoor seating, is introduced.
 * 1968: The Big Mac (similar to the Big Boy hamburger), the brainchild of Jim Delligatti, one of Ray Kroc's earliest franchisees, who by the late 1960s operated a dozen stores in Pittsburgh,
 * 1968: The 1000th McDonald's restaurant opens in Des Plaines, Illinois.
 * 1969: McDonald's begins building new mansard roof locations in the

1970s
An early-1970s McDonald's sign in Austin, Minnesota, showing the number of burgers sold. From 1969, the number was displayed in billions, increasing with every 5 billion. When the total reached 100 billion in 1993, the signs of this era were changed to display 99 billion permanently, as there was only room for two digits, though some signs use the "Billions and Billions Served" tagline. closes. It is demolished two years later, with only part of the sign remaining; this has since been restored.
 * 1970: McDonald's opens in Costa Rica, its third country after the United States and Canada.
 * 1970: Having changed hands in 1968, the original "Big M" restaurant
 * 1971: The first Asian McDonald's opens in July in Japan, in Tokyo's Ginza district.
 * 1971: On August 21, the first European McDonald's outlet opens, in Zaandam (near Amsterdam) in the Netherlands. The franchisee is Ahold.
 * 1971: The first McDonald's in Germany (Munich) opens in November. It is the first McDonald's to sell alcohol, as it offers beer. Other European countries follow in the early 1970s.
 * 1971: Maurice McDonald dies on December 11
 * 1971: The first Australian McDonald's opens in the Sydney suburb of Yagoona in December. The restaurant becomes known locally as "Maccas".[17]
 * 1972: The McDonald's system generates $1 billion in sales through 2200 restaurants.[18]
 * 1972: The 2000th McDonald's restaurant opens in Des Plaines, Illinois.
 * 1972: The first McDonald's in France opens, in Créteil, even though the company officially recognizes the first outlet in Strasbourg in 1979.
 * 1972: The first McDonald's in New York City opens on Manhattan's Upper West Side, dubbed "Townhouse" (to reflect that it was not a drive-in) and serves a record 100,000 hamburgers in its first week.[19]
 * 1973: The first McDonald's Playland opens in Chula Vista, California.
 * 1973: The first Swedish McDonald's restaurant opens in Stockholm, 23 October.
 * 1973: The Quarter Pounder is introduced.
 * 1973: The Egg McMuffin, invented by Herb Peterson, owner and operator of a Santa Barbara franchise, is introduced to the menu.
 * 1974: On November 13, the first McDonald's in the United Kingdom opens in Woolwich, southeast London. It is the company's 3000th restaurant.[20]
 * 1974: The first Ronald McDonald House opens in Philadelphia, Pennsylvania.
 * 1975: The first Hong Kong McDonald's opens in January in Paterson Street, in Causeway Bay, Hong Kong Island. It is also the first McDonald's restaurant in Greater China and the Four Asian Tigers.
 * 1975: Drive-Thru is introduced in January in Sierra Vista, Arizona in order to serve meals to soldiers from nearby Fort Huachuca who were not allowed to wear BDUs while off post except while in a vehicle. The Drive-Thru is later known as "McDrive" in some countries.
 * 1976: The first McDonald's in Switzerland, on Rue du Mont-Blanc in Geneva.[21]
 * 1976: McDonald's pays its first cash dividend
 * 1976: The 4000th McDonald's restaurant opens in Montréal, Canada.
 * 1978: The 5000th McDonald's restaurant opens in Kanagawa, Japan.
 * 1978: Hamburger University celebrates the graduation of its 15,000th student.
 * 1979: The Happy Meal is introduced in the U.S.
 * 1979: The first McDonald's in Southeast Asia opens, in Singapore.

1980s
A McDonald's in a Toronto, Ontario, Canada Wal-Mart store.

McDonald's in Barcelona, Spain McNuggets and the Big Mac as the advertising campaign involved the slogan "Which will be number one?". stood for McDonald's lettuce and tomato burger that was served in specifically designed two-sided container. The meat on the bottom half of the bun were placed separately from the lettuce, American cheese, pickles, sauces and top half of the bun. when all instruments failed. The plane crashed into the McDonald's restaurant in the Wasserburger Landstrasse. Fourteen people were killed in the incident: 4 in the plane, 3 on the street or in a bus, which was also struck by the plane, and 7 in the restaurant. The McDonald's in the Wasserburger Landstrasse has since been rebuilt.[22]
 * 1980: McDonald's introduces the McChicken sandwich, its first poultry item. It flops, and is removed from the menu, but is later reintroduced after Chicken McNuggets prove successful
 * 1980: The 6000th McDonald's restaurant opens in Munich, Germany.
 * 1981: The Chicken McNuggets are introduced to the menu and become a success by early 1983.
 * 1981: The first Ronald McDonald House outside the U.S. opens in Toronto, Ontario, Canada.
 * 1981: The first McDonald's in the Philippines opens, in Morayta, Manila.
 * 1982: The first McDonald's in Malaysia opens, at Jalan Bukit Bintang, Kuala Lumpur.
 * 1982: McDonald's stages an in-house rivalry between the Chicken
 * 1983: After gaining much success, the McNuggets begin rolling out nationwide starting in January.
 * 1984: The first McDonald's in Taiwan opens in January, at Songshan District, Taipei.
 * 1984: Ray Kroc dies on January 14.
 * 1984: The company is a main sponsor of the 1984 Summer Olympics. Its U.S. restaurants lose money on the game "When The US Wins, You Win" after the Soviet bloc nations boycott the Games, leading to a high number of medals won by the U.S (this is later parodied in an episode of The Simpsons, with Krusty the Klown's Krusty Burger chain suffering a similar fate).
 * 1984: McDonald's introduces its newest burger, the McDLT. Which
 * 1984: On July 18, James Huberty committed the worst mass murder (at the time) in the US, when he opened fire at the San Ysidro branch, killing 21 people before he was gunned down by a SWAT team sniper.
 * 1985: McDonald's opens its first restaurant in Italy, in Bolzano.
 * 1985: Saul Kahan opens the first McDonald's restaurant in Mexico City, Mexico.
 * 1986: Ali Vardar opens the first McDonald's restaurant in İstanbul, Turkey.
 * 1986: The first McDonald's is opened in Cuba on Guantanamo Bay Naval Base. It is currently the only location in the country due to the Cuban trade embargo, and is run by the Department of the Navy.
 * 1987: McDonald's and Disney begin their promotional partnership.
 * 1987: The first Macauese McDonald's opens on the Rua do Campo, Macau. It is also the first McDonald's restaurant in Portugal when Macau was under the control of Portugal.
 * 1987: On August 12, a Piper Cheyenne, which started in Augsburg, Germany, was on a simulated approach to Munich's main airport Riem,
 * 1987: On 23 November, The first Scottish store opened in Dundee, followed by Kirkcaldy.[23] 13 years after McDonald's first appeared in Britain.
 * 1988: The first Korean McDonald's restaurant opens in March, in Seoul's Apgujeong-dong district.
 * 1988: McDonald's opens its first restaurant in a communist country, in Belgrade, Yugoslavia (now Serbia). Budapest, Hungary follows in the same year.

1990s
McDonald's in Moscow, Russia

McDonald's in Saint Petersburg, Russia

McDonald's in Sanya, Hainan (China). This one is a soft drink/ice cream stand. At the time it is the largest McDonald's in the world. Although this has been described as being opened by McDonald's Canada "for political reasons" this was completely untrue. All of the McDonald's restaurants in all of the former Soviet Union are wholly owned by McDonald's Canada with no input from the U.S. parent company; a wall display within the restaurant shows the Canadian and Soviet flags. (again because the US parent was not involved at all) To overcome Soviet supply problems, the company creates its own supply chain, including farms, within the USSR. Unlike other foreign investments, the restaurant accepts rubles, not dollars, and is extremely popular, with waiting lines of several hours common in its early days. by Ann Brown. By 2002 the chain had spread to 13 countries worldwide. The first one in America was launched in 2001. By 2003 it was the largest coffee shop brand in Australia and New Zealand. franchises are being granted, leading to competition among franchisees. McDonald's starts conducting market impact studies before granting further franchises. marking the chain's 100th country (by its own calculation; however, this total included many non-sovereign territories). At the opening ceremony, the Belarusian militia are accused of brutality toward members of the public hoping to enter the restaurant in Minsk. in terms of the company's image. Only about half of the counts are in McDonald's favour despite enormous legal resources deployed against self-representing defendants.
 * 1990: On January 31, the first Soviet McDonald's opens, in Moscow.
 * 1990: Many other McDonald's restaurants open in Eastern Europe.
 * 1990: In October, the first McDonald's opens in mainland China, in the city and Special Economic Zone (SEZ) of Shenzhen, Guangdong province.
 * 1990: In November McDonald's opens its first restaurant in Chile.[24]
 * 1991: McDonald's opens its first restaurant in Portugal (except Macau), in Lisbon's Cascaishopping.
 * 1992: The first McDonald's opens in Africa, in Casablanca, Morocco.
 * 1992: Stella Liebeck receives third-degree burns from coffee purchased at a McDonald's drive-through. She sued in what became known as the McDonald's coffee case.
 * 1992: Derek Wood, an employee, and two friends rob a McDonald's in Sydney River, Nova Scotia, killing three and severely injuring another. Wood is serving a life sentence for his role in the Sydney River McDonald's murders.
 * 1992: On April 23, the world's largest McDonald's opens in Beijing, China (over 700 seats). Along with adjacent buildings, it is later demolished.
 * 1992: On April 28, seven McDonald's restaurants are bombed in Taiwan, killing one policeman and injuring four.
 * 1992: The first Polish McDonald's restaurant opens in Warsaw, 17 June.
 * 1992: The fried apple pie is replaced with a baked apple pie.
 * 1993: The company launches its first seagoing restaurant aboard the Finnish cruiseferry Silja Europa, sailing between Helsinki and Stockholm.
 * 1993: On December 8, McDonald's opens its golden arches in Saudi Arabia for the first time.
 * 1993: McCafé is launched in Melbourne, Australia
 * 1993: McDonald's Holiday Film Festival has Paramount Videocassettes (such as the children's classic Charlotte's Web or the smash hit Ghost, The Addams Family or Wayne's World), however Paramount Videocassettes are not seen at McDonald's restaurant during the 1993 holiday season.
 * 1994: The Catalyst Award is given to McDonald's in honour of their program to foster leadership development in women.
 * 1994: McDonald's Holiday Film Fest has MCA/Universal Videocassettes (such as Field of Dreams, Back to the Future, The Land Before Time and Fievel Goes West).
 * 1995: McDonald's receives complaints from franchisees that too many
 * 1995: In an effort to cultivate a more "adult" image, McDonald's launches the Arch Deluxe sandwich with a massive ad campaign. Both the campaign and sandwich fail miserably and are quickly discontinued.
 * 1995: Following the end of apartheid, the first McDonald's in South Africa opens at McDonald's Blackheath.
 * 1996: First McDonald's opens in Belarus,
 * 1996: First McDonald's opens in Lima, Peru, managed by Operaciones Arcos Dorados de Perú S.A.
 * 1996: The first Indian McDonald's opens.
 * 1997: McDonald's wins the "McLibel" case, in what many consider to be a Pyrrhic victory
 * 1997: McDonald's has Hercules Happy Meal with two toys from Disney's thirty-fifth animated feature.
 * 1997: The McFlurry is invented by a Canadian franchise.
 * 1998: Richard McDonald dies on July 14.
 * 1998: Jack M. Greenberg succeeds Michael R. Quinlan as CEO.
 * 1998: The first Pakistani McDonald's opens in Lahore immediately followed by a branch in Karachi after one week.
 * 1999: First McDonald's restaurant opens in Tbilisi, Georgia. Jack Greenberg is elevated to Chairman and CEO.
 * 1999: leftist activist José Bové and others gain worldwide attention when they destroy a half-built McDonald's franchise in Millau (Aveyron). The incident follows a European Union ban on American meat imports, on the grounds that they use hormone treatments; in response the U.S. had increased import duties on French Roquefort cheese and other European Union products. Bové was sentenced to three months in prison for his role in the incident.

2000s
McDonald's 15th in food quality among hamburger chains, highlighting the company's failure to enforce standards across its franchise network. last quarter. It responds to the stiff competition from other fast-food restaurants, offering higher quality burgers and more variety, by attempting to move more upmarket by expanding its menu and refitting restaurants. It announces it is withdrawing from three countries (including Bolivia) and closing 175 underperforming restaurants. to test concept restaurant called "3N1". The concept incorporated a "Sandwich & Platter" casual dining area, a "bakery and ice cream" area featuring gourmet coffees, and a traditional McDonald's into one building.[25] The second store is launched approximately six months later.[26] The concept is spearheaded by Tom Ryan, who was Executive Vice President and Chief Concept Officer at the time. The concept is abandoned in less than a year, and Ryan leaves McDonald's to join Quiznos Sub.[27] realistic photos of its products against a blue-white gradient background. Just prior to assuming his post Cantalupo shuts down Project Innovate, a global consulting project that had already spent $170 million of a projected 5-year budget of $1.2 billion.[28] new healthier and higher-quality image. The campaign was labeled "I'm lovin' it" and begins simultaneously in more than 100 countries around the world. share of the U.S. market had fallen three percentage points in five years and was at 15.2%.[29] in his hotel room of an apparent heart attack while attending the annual franchisee convention in Orlando, FL on April 19. A 30-year veteran of the organization, Cantalupo had previously served as President and CEO of McDonald's International. He is credited with introducing the premium salad line and reformulating Chicken McNuggets to include leaner, all-white meat.[31][32] Andrew J. McKenna, Sr., a prominent Chicago businessman and a McDonald's director, is elected Nonexecutive Chairman, and Charlie Bell of Sydney, Australia, is elected President and CEO of McDonald's Corporation. A month later Bell is diagnosed with colorectal cancer during a physical exam required for his new post and dies in January of the next year. Like retired chairman and former CEO Fred L. Turner, Bell began his McDonald's career as a crew member. He was promoted frequently, serving as the corporation's Chief Operating Officer and as President of both McDonald's Europe and of the Asia/Pacific, Middle East and Africa Group.[33] adopts "Made for you" cooking platform in which the food is prepared from pre-cooked meat after the customer orders (as opposed to the firm's normal procedure since 1948, in which the food is cooked then sold as needed). It should become standard practice in all Australian restaurants by 2007. Some restaurants in New Zealand also follow suit. The practice had earlier been tested, and abandoned, in the U.S. began their McDelivery service: customers place their food orders over the phone, and it is delivered to wherever they are. The service is available 24 hours a day, 7 days a week. England. Shane Freer (20) stabbed Jackie Marshall (57) to death during a children's party at the fast food restaurant she was supervising. Freer was convicted and sentenced to life in prison by Lewes Crown Court.[36] breakfast consists of scramble eggs, red & green bell peppers, onions, potatoes, salsa and sausage wrapped in a flour tortilla. their containers. On October 31, they also introduced a new menu board design featuring warmer, darker colors, more realistic photos with the food on plates and drinks in glasses. The design hit nationwide in 2009 and expanded across the world through 2010. Since 1996 a total of 21 McDonald's, 8 McCafé and 36 soft drink/ice cream stands are opened in Lima and across Peru. 20 more McDonald's are scheduled to be opened in the next two fiscal years.
 * 2000: Eric Schlosser publishes Fast Food Nation, a book critical of fast food in general and McDonald's in particular.
 * 2000: The company opens its 1000th British store, inside the Millennium Dome.
 * 2001: The FBI reports that employees of Simon Worldwide, a company hired by McDonald's to provide promotion marketing services for Happy Meals and the 'Millionaire'/'Monopoly' contest, stole winning game pieces worth more than $20 million.
 * 2002: A survey in Restaurants and Institutions magazine ranks
 * 2002: McDonald's posts its first quarterly loss ($344m), for the
 * 2002: In October of this year, McDonald's opens the first of 2 corporate stores in Lincoln, Nebraska
 * 2002: McDonald's introduces a new menu board design featuring
 * 2003: James Richard Cantalupo is elected Chairman and Chief Operating Officer, succeeding Jack M. Greenberg.
 * 2003: McDonald's starts a global marketing campaign which promotes a
 * 2003: According to Technomic, a market research firm, McDonald's
 * 2003: The firm reports a $126M USD loss for the fourth quarter.[30]
 * 2003: McDonald's introduces their premium salads, the McGriddles and the chicken selects.
 * 2004: Morgan Spurlock directs and stars in Super Size Me, a documentary film in which he eats nothing but McDonald's food for 30 days to the supposed detriment of his health.
 * 2004: After the release of Super Size Me, McDonald's does away with their Supersize options.
 * 2004: Chairman and CEO Jim Cantalupo dies suddenly at the age of 60
 * 2005: Jim Skinner is elected President and CEO. Skinner began his McDonald's career as a trainee restaurant manager at a McDonald's in Carpentersville, Illinois in 1971 after serving nearly ten years with the US Navy.[34][35]
 * 2005: McDonald's experiments with call centers for drive-through orders. The center, located in Fargo, North Dakota, takes orders from more than a dozen stores in Oregon and Washington. The experiment is in part motivated by labor costs, since the minimum wage in North Dakota is over 40% lower than that in Oregon or Washington.
 * 2005: Owing in part to competitive pressure, McDonald's Australia
 * 2005: McDonald's in Singapore
 * 2005: McDonald's opens a Wi-Fi service in selected restaurants with Nintendo DS video games.
 * 2005: A fired employee with Asperger's Syndrome, who was terminated for hitting a customer, murders his former manager at a McDonald's outlet in West Sussex,
 * 2005: Ronald McDonald gets a leaner, sportier look.
 * 2006: McDonald's announces that it will include nutritional information on the packaging for all products beginning in March[37] and that its upcoming menu changes will emphasize chicken, salads, and other "fresh foods" rather than hamburgers.[38]
 * 2006: McDonald's begins their "forever young" branding by redesigning their restaurants.
 * 2006: Anna Svidersky is murdered by David Sullivan while working in an Andresen Road McDonald's in Vancouver, Washington.
 * 2006: McDonald's and Disney end their original promotional partnership.
 * 2006: McDonald's and DreamWorks Animation begin their promotional partnership.
 * 2007: McDonald's reintroduces its 42-ounce super-size soda under the name Hugo.
 * 2008: McDonald's introduces the McSkillet burrito. This larger
 * 2008: McDonald's introduces the Chicken Biscuit and the Southern Style Chicken Sandwich.
 * 2008: In November, McDonald's starts phasing in new designs for
 * 2009: McDonald's and 20th Century Fox begin their promotional partnership.
 * 2009: McDonald's introduces three versions of Angus Burgers: Angus Deluxe, Angus Bacon & Cheese, and Angus Mushroom & Swiss.
 * 2009: First McDonald's opens in Cusco, Peru.

2010s
McDonald's Next in Admiralty Centre, Hong Kong the choice of buns, cheese, sauces etc. This was launched at the Castle Hill Store in Sydney.[45] worn on the wrist, and was given away with Happy Meals to children in the US and Canada. There were fears that the devices caused skin irritation.[47]
 * 2010: McDonald's introduces Real Fruit smoothies and the Angus Snack Wrap.
 * 2010: McDonald's introduces Fruit & Maple Oatmeal to its menu.
 * 2010: Subway surpasses McDonald's as the largest single-brand restaurant chain and the largest restaurant operator globally.[39]
 * 2011: McDonald's reintroduces the Asian salad.
 * 2011: McDonald's makes a deal with the Marine Stewardship Council to certify the fish used for the Filet-O-Fish sold in Europe.[40]
 * 2012: McDonald's begins posting the calories count for items on the menus and menu boards in the drive-thru.[41]
 * 2013: First McDonald's burger restaurant franchise in Vietnam was awarded to the son in law of the Vietnamese prime minister.[42]
 * 2013: McDonald's Australia trials home delivery in selected areas of Sydney, with online ordering available through Menulog[43][44]
 * 2014: (October) McDonald's Australia trials custom made burgers with
 * 2015: Steve Easterbrook succeeded the previous CEO Don Thompson who stepped down on 28 January.
 * 2015: United States roll-out of all-day breakfast (breakfast menu available during store hours)[46]
 * 2015: The first McDonald's Next store opened in Hong Kong.[citation needed]
 * 2016: McDonald's withdraws the Step-It activity tracker, which is
 * 2018: McDonald's and Disney revive their promotional partnership.
 * 2018: The Grand Big Mac is introduced for a limited time to commemorate the 50th anniversary of the Big Mac.
 * 2018: McDonald's announces it will ban plastic drinking straws in its UK and Ireland restaurants.