W02 – LA – Q2

Module 1 – W02 – Idea Development – Learning Activity – Question 2

“Use the Internet to research the history of the fast food chain McDonald’s and explain which parts of the SCAMPER model are evident in its development onto its current success.”

SCAMPER

Substitute
Combine
Adapt
Modify/Magnify/Minify
Put to other uses
Eliminate
Reverse/Rearrange

McDonald’s SCAMPER

Substitue:
After complaints from the public about the food being too unhealthy, McDonald’s replaced their trans-fat oil with a healthier option.

Combine:
One of their staples, the Happy Meal, is a combination of a variety of child-sized foods such as burgers, fries, drinks, snacks and toys.

Adapt:
In 1975, they added the drive-thru to their restaurants after learning that soldiers weren’t allowed to get out of their cars while wearing their uniform.

Modify/Magnify/Minify:
They expanded from a single restaurant in California to thousands of restaurants all around the world.

Put to other uses:
A lot of the bigger McDonald’s restaurants also act as a kind of playground for kids after they added playgrounds to attract more families with children.

Eliminate:
They have a self-service counter, which eliminates the need for waiters/waitresses.

Rearrange/Reverse:
Customers pay before they get their food.

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References:

Bailey, R. 2017. “How Has McDonald’s Been So Successful for So Long?” https://www.franchisedirect.com/information/markettrendsfactsaboutfranchising/thesuccessofmcdonalds/8/1111/

The Editors of Encyclopaedia Britannica. “McDonald’s Corporation” https://www.britannica.com/topic/McDonalds