SCAMPER is a simple tool for developing creativity and developing new
products. By this method it will generate ideas and use them as
questions to find new alternative solutions to problems. It can also be
used to think creatively to find solutions to problems and increase the
efficiency of work.
SCAMPER is sorted and described as follows:
The parts of the SCAMPER model are evident in its development
onto its current success for McDonald´s
Substitute – They changed service from drive-in restaurant to be
Speedee Service System, which is self-service. They changed various
cup into paper for quick convenience.
Combine – They added Hamburger for 15 cents, French fries and
American Meal into the menu
Adapt – They changed the name from McDonald´s System Inc ( MSI ) to
be a franchise company called McDonald´s Corporation.
Modify – Logo, Menus, designs were modified to keep up with the times
and were expanded to international.
Put to other use – Possibility for children’s birthday with entertainment.
Eliminate – They took away old service system and make new service
system that is faster service
Reverse – A marketing department was established.
The McDonald brothers Dick and Maurice opens their first restaurant in
1940. They both run a drive – in restaurant with the name “Dimer”
Which mean 10 cents, so any menu item costs 10 cents. The restaurant
is in San Bernardino. For being fast service, they designed the
restaurant to be an octagon. To allow customers to park and order food
on 8 sides and the cooking area is open for customers to see how to
cook. Including the food that is cheap. The shop of the 2 brothers is
considered a huge success.
In 1948 they reopened the new service symbol “Speedee”, which means
Speedee Service System, which is Self-service.This kind of service
allows customers to park their car and walk to order food at the window
without having to wait for the staff (car hop), enabling faster service.
They change also various cups into paper for quick convenience. There
is a new menu. Hamburgers for 15 cents and this hamburger
became so popular. After a year, French fries were added to the menu
In 1961, Dick & Marice McDonald’s siblings sold their entire stake to Ray
Kroc. McDonald’s System Inc (MSI) changed its name to McDonald’s
Corporation until now. McDonald’s already has more than 300 branches
across America. Hamburger University was established at Elk Grove
Village, Illinois, to teach store owners how to open McDonald’s, focusing
on product, place, price, promotion standards. From 1961 to 1968,
McDonald’s expanded from 300 branches to 1000 branches quickly.
After Ray Kroc became a full-fledged executive, he has fully started his
promotion. By targeting were the children.
McDonald’s represented the clown Bozo to represent of McDonald’s.
McDonald’s named it Ronald McDonald. The first debuted was in
October 1963 and Ronald McDonald was known through the United
States in 1965. Ronald McDonald became the official representative of
In 1968 Big Mac was added to the food list. Promotion, which can be
considered a key strategy for McDonald’s. Back in 1960, a marketing
department was established. After that they started to give suggestion
menu to customer as All American Meal with Hamburger, Fries, and
Shake for 45 cents.
50th Anniversary McDonald’s. McDonald’s will then roll out this 50th
anniversary advertisement to reach 121 countries around the world with
all five versions of McDonald’s branches open. Serving more than 52
million customers each day.
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