The two establishments I choose to study for the mission vision statement analysis are McDonald’s and Chick-fil-A. These two establishments both operate within the Food and Beverage industries and have a proven track record of dominating their retail industries and generating profit. I don't believe there's a correct or incorrect way to lead an organization; as long as they're profitable and get the work done. These two organizations are great examples of extremely profitable organizations with vastly contrasting business values. Each of these two have very differing business models each well aligned and well-defined by their mission statements.
Chick-fil-A is an organization that has been at the forefront of servant leadership. The founder Samuel Truett Cathy in 1946 formed the country’s second-largest chicken quick-service restaurant chain, based on annual sales of 10% since 1946. Mr. Cathy created one thing unbelievably special at Chick-fil-A, Truett had the knowledge and humility to make one thing larger than himself: a permanent culture that values folks higher than everything else (Kruse, 2019).Chick-fil-A value statement is deeply rooted in religious influence that is unmistakable in the business’s values statement, “To glorify God by being a devoted steward of all that's entrusted to United States and to possess a positive influence on all who inherit contact with Chick-fil-A”(Farfan, 2019). Mr. Cathy built his business on the foundation of Biblical values while creating a culture of servant leadership that is ever more evident in every level of the organization and all that cross the threshold of the business.
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Like Chick-fil-A, McDonalds is a leader and ever-present icon in the quick services restaurant industry. But unlike the afore mention it’s not rooted in servant leadership. As the business was opened in 1937 by Richard and Maurice McDonald’s selling hotdogs and hamburgers. The brothers quickly realized that their profits were in selling hamburger and in 1948 stopped selling hotdogs. Ray Kroc who was a milk machine salesman joined the McDonald's team in 1955, ultimately buying out the brothers for 2.7M, and is the one credited for its swift growth and achievements (Frost, 2019). Mr. Kroc valued advertising and marketing. Kroc thought that advertising was an investment that may, in the end, returning back again and again over, and advertising has invariably contend a key role within the development of the McDonald's corporation.” In 2003 McDonald’s changed its mission statement from “The world’s best quick service restaurant” to a mission statement focusing on customer service “Being our customer’s favorite place and way to eat” (Gaurav,2019). Since its inception McDonalds has seen many changes in its organizational structure but has always and still operates today with the goals of achieving that stability within the organization and understanding the profit returns of its investors.
At Chick-fil-A not only do its employees practice servant leadership their customers do as well; and it’s echoed in their organization from a customer’s viewpoint. Chick-fil-A pursued to make going the second mile second nature, denotation the organization express to its employees that they must employ these “extra special” services automatically, instead of something they do every now and then. I was pleasantly surprised the first time I went to a Chick-fil-A and an employee was walking around refilling drinks and bringing customers extra napkins and condiments. Mr. Cathy entrenched this practice into the organizational culture, a real example of how to live a life of stewardship.
At McDonalds, 'The essence of Kroc’s distinctive however astonishingly straightforward franchising philosophy was that a franchising company mustn't live off the sweat of its franchisees but ought to succeed by serving to its franchisees succeed “(Frost, 2019). McDonald’s loyalty and focus are to its investors and franchises, rather than to its customer base. Both organizations are fast food restaurants that operate drive thru windows. At peak times both organizations had customers that would typically experience long wait times in these lines. Both organizations approached the issue from drastically different aspects. Chick-fil-A built a built a life-sized drive thru and considered every inch of the customers experience. Chick-fil-A solution to the issue is to provide proficient staff members taking orders outside the restaurant to speed up the drive thru wait times. At the drive thru window the employees use an assembly line construct with additional employees walking up and down the line to provide the orders. In contrast to Chick-fil-A McDonalds, solution was to provide designated parking spots for customers to sit and wait for a McDonalds employee to bring your order to the car. This solution did not decrease the wait time for the cars parked nor does it provide for and overall pleasant experience in my opinion. As an organization it’s easy to take the quick way out of a problem rather than providing a long-term solution. Providing a band aid solution to a gaping wound is a short-term fix, like placing a customer waiting sign in a parking spot. Rather than addressing the crux of the issue. However, once you take the easy way out, you miss the satisfaction of providing a long-term fix to a real problem. You miss the experience of providing exemplary customer service and satisfied returning customers that know you care. In McDonalds case taking a short-term quick fix to a long-term problem, you end up with the quick fix and a sign however the same quantity of annoyed customers.
In conclusion, we have studied these two organizations in the food and beverage industry, Chick-fil-A and McDonald’s. We have compared their mission and vision statements and their organizational values. While their general success is comparable, their guiding philosophies and ideologies are vastly different. Chick-fil-A, specifically, contains a distinctive outlook on a way to run a business; to form business decisions based on biblical principles. Chick-Fil-a appears to possess a client base that identifies with Chick-fil-A’s values and has well-tried to be loyal supporters even throughout recent difference. Both corporations are active philanthropically, giving giant sums of grants and scholarship funds to varied internal and external charities annually.
References
- Farfan, B. (2019). Read These Mission Statements From Top F&B Brands. Retrieved from https://www.thebalancesmb.com/food-beverage-mission-statements-4068551
- Kruse, K. (2019). How Chick-fil-A Created A Culture That Lasts. Retrieved from https://www.forbes.com/sites/kevinkruse/2015/12/08/how-chick-fil-a-created-a-culture-that-lasts/#297fca193602
- Gaurav, K. (2019). McDonald’s “Plan to Win” – A Revitalization Strategy. Retrieved from https://smarketingmania.wordpress.com/2017/03/12/mcdonalds-plan-to-win-a-revitalization-strategy/
- Frost, B. (2019). McDonald's - HistoryAccess.com. Retrieved from http://www.historyaccess.com/mcdonald's-histo.html
- Keller, C. (2019). How McDonald's Became The Leader In The Fast Food Industry - Marketing Strategy. Retrieved from https://profitworks.ca/blog/541-how-mcdonalds-became-the-leader-fast-food-industry-marketing-strategy
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