Brand Values
Founder Ray Kroc developed his brand vision for McDonald’s around a simple but effective consumer-driven premise of quality, service, cleanliness, and value. Kroc’s winning formula was quickly shortened to QSC&V — an acronym that would become and remain an enduring cornerstone of the brand.
If QSC&V is the cornerstone of the McDonald’s brand, then trust is its bedrock. To its customers, McDonald’s is a brand that can be trusted to place the customer at the center of its world and to know the right thing to do.
The key to McDonald’s success has been its capacity to touch universal consumer needs with such consistency that the essence of the brand has somehow always been relevant to the local culture, no matter how different that culture might be from McDonald’s origins. With one of the most powerful brands in the business, McDonald’s appears set to enjoy healthy growth long into the future.
