McDonalds is a hospitality brand founded in America in 1940. The brand was initially under the operation of by Richard and Maurice in California, US with the name, hamburger stand. Currently, McDonalds is a globally operational brand with a long management history serving more 70 million customers across the world. The brand also has its operations in Australia with a particular management history, socio-cultural and technological trends which have been adapted differently from their international counterparts.
A brief history and overview
The first McDonalds in Australia was opened in 1971 in Sydney, the outskirt superb of Yagoona after 16 years of its foundation in the US (Jenkins " Schröder, 2013). Many other related stores proceeded this base and, after 2 years, one was established in Melbourne. Launching the first McDonalds in Australia was done as a great even in late Dec 1971 with a double-decker bus charter transporting guests to the launching grounds in Sydney. One of the brands named Quarter Pounder was then introduced in 1972 after being spread nationally in the US, the founder of McDonald's (Johnston, Hiwasaki, Klaver, Ramos, " Strang, 2012). The list of the menu with the same brand continued to be launched from the original stores to Australia even though it took a very short while.
Other elements were introduced seeking to better the brand’s reputation. However, with this endeavor, the original store, Yagoona closed in 1994 upon opening many others and was demolished in 2016. Other stores which were closed after a short lifespan include Fairlight, also situated in Sydney after completing only 23 years after being founded in 1972 (Marsh, 2010). Another one with suffered the same fate was Newton store which operated for only 11 years after being established in 1998 (Pratap, 2017). However, its closure was different since it was involved with the change in the area’s demographics. Despite a stiff market competition, the demolition of Yagoona store was substituted with the updated McDonalds immediately in 1994, and this led to a competitive move for McDonald's in Australia (Pratap, 2017). Currently, McDonald's is among the best brand in the hospitality sector in both Australia and across more than 119 countries in the world.
Socio-cultural and technological trends that have impacted hospitality management sector
Socio-cultural trends are changes in demographics, how people live, their activities, and in their thinking. Dynamicity causes the trend in the lives of people brought about by other factors including economy, and lifestyle. In hospitality management sector, the socio-economic trend has been witnessed since the foundation of McDonald's brand and even before ("Tourism," 2012). Similar to the economic pattern, social-cultural ones shape the tourism and hospitality sector, and their impact can as well be significant enough to change the whole industry. Consumer preference is among these trends having shifted from public to private accommodations (Chen, 2012). The shift has impacted the industry’s growth, both economically and socially. Another aspect of change in socio-cultural pattern in this sector is the increment in Air BnB which has posed a challenge to the names of hotels sectors which have been established.
On the other hand, technological trend involves changes notable as a result of establishment of new techniques of doing things, and resolving issues in the sector. Technological factors have emerged in tourism and hospitality sector since 21st century. First, it has boosted communication, thus, bridging the gap between many international hospitality sectors (Chen, 2012). Tourists and other economic influencers across the world can now research and seek deals before booking. Technological trend is also noted through fast extension of tourism destination. Currently, many of them have been established both in Australia and globally. In addition, this trend has facilitated service provision in different both hotels and airlines including in McDonald’s brand (Chen, 2012). The introduction of social media has eased booking and other tasks through the embracement of mobile application services. Mobile booking, check inns, and messaging are some of the tasks impacted by this trend.
The Interplay that McDonald's has with other organizations
Tourism and hospitality sector interplay with other organizations both within and outside the sector. However, the interaction happens to a more considerable extent for the former compared to the latter. The reason behind the existence of much interplay within the sector is that almost all departments in the organizations endeavor for the same ultimate objective of providing exceptional services to their clients (Lee-Ross " Lashley, 2012). Diversity noted in this sector starts from the difference in levels of given organizations. Those that are higher in level tend to be more diversified than their low-level counterparts.
Notably, the interaction between the organizations within the sector is boosted by technological trends used within McDonald’s brand which have enhanced customer experience. Currently, clients can communicate both within and outside the sector without necessary availing themselves physically through technological means (Lee-Ross " Lashley, 2012). Another factor that has introduced much interplay within the sector is the emphasis that has been put on health and well-being since quests expect to have their health well-taken care. Therefore, pools, spas, and other well-equipped fitness centers have been introduced.
Conclusion
McDonald's brand has had an illustrious history since its establishment in 1971 in Australia, 16 years after the original brand in California, US. Since then, both social-cultural trends and technological trends have facilitated its growth and in the entire tourism and hospitality sector including hotels such as McDonald's. However, some challenges are introduced by these trends. For example, changes in customer preferences limit the growth in the sector. The research also justifies that the interplay between organizations within this sector has boosted its economic, and social growth.
References
Chen, J. S. (2012). Advances in hospitality and leisure: Vol. 8. Bingley: Emerald.
Jenkins, I., " Schröder, R. (2013). Sustainability in tourism: A multidisciplinary approach. Wiesbaden: Springer Gabler.
Johnston, B. R., Hiwasaki, L., Klaver, I. J., Ramos, C. A., " Strang, V. (2012). Water, Cultural Diversity, and Global Environmental Change: Emerging Trends, Sustainable Futures? Dordrecht: UNESCO.
Lee-Ross, D., " Lashley, C. (2012). Organization Behaviour for Leisure Services. Jordan Hill: Taylor and Francis.
Marsh, R. (2010). Measuring the impact of research. International Journal of Culture, Tourism and Hospitality Research, 4(1). doi:10.1108/ijcthr.2010.32704aaa.001
Pratap, A. (2017, May 28). Hospitality/Tourism Industry Pestel Analysis. Retrieved from https://www.cheshnotes.com/2017/03/hospitality-industry-pestel-analysis/
Tourism. (2012). Current Issues in Hospitality and Tourism, 439-439. doi:10.1201/b12752-86
