McDonald's is a large multinational chain restaurant in the world. 1955 was founded in Chicago, USA, with about 30,000 branches around the world. Mainly selling hamburgers, as well as French fries, fried chicken, soft drinks, iced products, salads, fruits and other fast food.

McDonald's restaurant was translated as "McDonald's fast food" in Chinese mainland in the early days, and it was not until the later period that the present Hong Kong-style translation was adopted. In the folk, because McDonald's and "Peony House" are similar in pronunciation, Peony House is also regarded as another name of McDonald's, but it is not common.

McDonald's is very successful in dealing with the relationship between headquarters and branches, which has three main characteristics:

First, the first royalty and annuity charged by McDonald's are very low, which reduces the burden on the branches;

Second, the headquarters always adheres to the principle of profit-making, and directly transfers the concessions obtained in the procurement to the franchise stores;

Thirdly, McDonald's headquarters does not make huge profits by selling equipment and products to franchisees (many franchisees make major profits by forcibly selling products, which can easily lead to conflicts between headquarters and branches).

The sincerity of McDonald's has won the loyalty of franchisees and suppliers, and the relationship between McDonald's and franchisees and suppliers is mutual restraint and cooperation. This cooperative relationship between * * * and * * has created conditions for franchisees to display their magical powers, and made franchisees' marketing strategies emerge one after another, making great contributions to the promotion of McDonald's brand value.

For example, Uncle McDonald, who is popular all over the world, was jointly created by a successful franchisee and an advertising company, and the joint advertising foundation model was also founded by McDonald's franchisee (1996) and adopted by the head office. In addition, the franchisee's reasonable suggestions to the head office have also formed a driving force, promoted the reform of McDonald's company, enhanced the market competitiveness of the "McDonald's" brand, and McDonald's company has also achieved greater development.