The History of McDonald’s

I. Toward the Golden Age: The Birth of McDonald’s (1940s–1950s)

The story begins not with billions in revenues, but with an entrepreneurial experiment in San Bernardino, California. In 1940, brothers Maurice and Richard McDonald opened a small drive‑in restaurant serving barbecue and an early menu of grilled items. The brothers, ambitious but pragmatic, quickly saw that the real money lay not in a long menu but in speed and efficiency.

The Speedee Service System

By 1948, they reorganized their kitchen, streamlining operations into what they called the “Speedee Service System.” Inspired by assembly‑line efficiency, they cut the menu to a handful of items — hamburgers, cheeseburgers, fries, and drinks – and used innovative kitchen design to produce food with unprecedented speed. This radical model had 1920s automobile diners’ flair but created something new: the modern fast-food restaurant.

Ray Kroc and Franchising

The McDonald brothers’ success attracted a multimixer‑manufacturer named Ray Kroc, who saw something bigger than a restaurant – he saw a system that could be replicated across America. In 1954, Kroc secured the franchise rights and opened the first McDonald’s franchised restaurant in Des Plaines, Illinois in April 1955.

Kroc’s vision was systematic: strict standards on food quality, consistent training, and a centralized supply chain. This control enabled consistent taste and experience from outlet to outlet — a novel concept in a pre‑interstate, pre‑automation world.

II. Rising to Global Prominence (1960s–1970s)

With the company now publicly traded by 1965, McDonald’s entered a period of rapid growth and brand-building. A few signature developments during these decades:

Iconic Menu Creations

The Big Mac – launched in 1968 – became a global icon and one of its best-selling sandwiches.
The Filet‑O‑Fish was introduced in 1965, catering to McDonald’s Cincinnati patrons who needed meat alternatives during Lent.
The Egg McMuffin debuted in the 1970s, pushing the company into the breakfast market.

Brand Identity

Visual and cultural branding matured. The golden double arches became a logo; the smiling clown Ronald McDonald stepped into the public sphere. Though later phased out as marketing norms changed, in the 1960s he was vital to cultivating the company’s family-friendly image.

Drive‑Thru Innovation

By 1975, McDonald’s introduced its first drive‑through window in Arizona, revolutionizing service for motorists and solidifying McDonald’s as a quintessential American experience.

III. Fast‑Food Globalization (1980s–1990s)

McDonald’s expansion into international markets marked the next evolutionary leap.

Global Footprint

A franchise first opened in Richmond, British Columbia, Canada in 1967, setting the stage for overseas growth.
By the early 1990s McDonald’s operated restaurants in over 100 countries — with one opening reportedly every five hours.

Cultural Penetration

Beyond food, McDonald’s became a cultural touchpoint. When the first McDonald’s opened in Moscow’s Pushkin Square in 1990, it wasn’t just fast food – it was a symbol of political and cultural thaw as the Soviet Union embraced limited market reforms. Crowds measured in the tens of thousands queued for burgers, seeing the golden arches almost as a diplomatic spectacle.

IV. Modernization and Challenge (2000s–2020s)

The early 21st century was characterized by corporate adaptation. McDonald’s faced new challenges – health debates, competition from fast-casual chains, and shifting consumer tastes – while also innovating its menu and technology.

Menu and Customer Experience

McDonald’s responded to competition by launching items such as:

McFlurry desserts
Health-focused options and regional specialties across continents.

McCrispy Strips, introduced in 2025, reflect this continued evolution – new formats and textures to sustain relevance in a crowded marketplace.

Sustainability Efforts

In 2025, McDonald’s announced ambitious sustainability goals, including shifting 100% of its packaging and utensils to renewable or recycled materials.

V. Trials and Controversies

Even giants face setbacks, and McDonald’s is no exception.

Health and Safety Issues

In 2024, McDonald’s faced an E. coli outbreak in the U.S. linked to contaminated sliced onions on Quarter Pounders, which sickened dozens and resulted in at least one death. Such events underscore the challenges of food safety at scale.

Marketing Missteps

In December 2025, McDonald’s Netherlands pulled an AI-generated Christmas advert that viewers criticized for blandness and inauthenticity – an early lesson in the limitations of automation in creative domains.

VI. The 2025–2026 Era of Innovation and Strategy

As McDonald’s celebrated its 70th anniversary in September 2025, leadership reflected on the brand’s history while tightening focus for the future. CEO Chris Kempczinski emphasized that community, employees, and operational excellence remained core to McDonald’s ongoing success.

Return to Value

In late 2025, McDonald’s saw strong financial performance driven by renewed focus on value menus, including deals on combo meals, the return of the $2.99 Snack Wraps, and an expanded McValue lineup that attracted cost-conscious consumers in economically uncertain times.

Menu Nostalgia Meets Innovation

McDonald’s blended nostalgia with novelty:

In 2025, a McDonaldland Meal featuring collectible tins celebrated classic characters like Grimace and Hamburglar.
In early 2026, the company reintroduced “Changeables” Happy Meal toys — transforming figures beloved since the 1980s – updated for a new generation.
Seasonal favorites like the Shamrock Shake returned for St. Patrick’s Day 2026.

Adaptation to Health Trends

Recognizing shifting consumer behaviors – such as the rise of GLP‑1 weight-loss medications that influence appetite and diet – McDonald’s explored higher-protein and lower-carb menu tests to remain relevant in evolving nutritional landscapes.

VII. Expansion and Future Outlook

Even as McDonald’s continues to balance tradition and innovation, its future is defined by scale and adaptation.

Global Growth

McDonald’s operates around 41,800 restaurants worldwide as of early 2026, with a strategic aim to expand further through the decade.

Plans unveiled in recent years envision:

Roughly 50,000 total restaurants globally by 2027.