McDonald's Patents

McDonald’s is a company that respects its competitors and suppliers and considers them a valuable asset. They strive for competitive advantages through research, marketing, quality, and service; never through unethical business practices. McDonald’s does not engage in unfair of illegal practices.

McDonald’s currently has many different patents that help make their business a success and allow them to breathe easier knowing that other companies cannot steal their idea. First, they have design patents which “protect the ornamental design, configuration, improved decorative appearance, or shape of an invention. This patent is appropriate when the basic product already exists in the marketplace and is not being improved upon in function but only in style.” This would include the McDonald’s golden arches, their straws, silverware, and much more. All of these items and more are what makes McDonald’s unique and original.

Second, they have utility patents which “protect any new invention or functional improvements on existing inventions. This can be to a product, machine, a process, or even composition of matter.” In late 2012, McDonald’s unveiled its new packaging design for its carryout bags and cups. This is the latest step in the company’s ongoing commitment to provide their customers with information to help them make informed choices. This launch began in 2013 and will continue to be spread worldwide through 2013, having the text be translated in 18 different languages. This new design is an improvement to what they previously had on their carryout bags and cups, and is considered to be a utility patent.

2013, new carryout bag designs! 

2013, new cup designs! 

McDonald’s overall business life cycle is currently at its maturity stage. They have a solid reputation, many different products within their franchises, and they are still developing more. McDonald’s will always have rivals, such as Burger King and Wendy’s but none are doing as great of a job as they are. They all have their own way of differentiating themselves, and that makes that their main focus. They keep their customers satisfied, so they are turning to other substitutes. Also, McDonald’s major functional area of concern is its production, in which they serve their loyal customers. 

Intellectual & Human Capital

McDonald’s has great intellectual assets because without them they would not be as successful as they are today. They have a reputation that people know and trust and that in the end will allow them to stand out among all the other franchises because they are unique and the customers know what to expect from them. They also have excellent employee loyalty and commitment. Because McDonald’s is able to have excellent loyalty, they are able to retain their employees longer in the business and ultimately have the best knowledge possible from everyone. Since they are treated with loyalty, this allows the employees the stay and love their job rather than trying to find another job. And lastly, they have a brand name that everyone one knows and associates with McDonald’s; which benefits them because they know that great things come from them.

McDonald’s has a strong and dedicated Human Resource Management team who recruits, selects, trains, and retains their current employees. If McDonald’s had a poor Human Resource Management team, then they would not have very good human capital at all, but that is not the case. They have wonderful human capital with all of their employee’s knowledge, skills, capabilities, and experience McDonald's. With McDonald’s having great human capital from all of their employees, this allows them to have higher retention rates and not having to hire as many employees as some of the competing fast food businesses have to do because they lack in the human capital department.

Throughout the years that they have been in operation, they have received many different awards in everything that they excel in and make the best that they can be. Some of these awards include for…

     Brands: 2012 #4 Most Valuable Global Brands, 2012 #7 Best Global Brand

     Leadership: Ranked #2 among all companies for “People Management”, 2013 #3 Most Respected Company

     Sustainability: 2010 Greenest Companies in America, 2010 Top 100 Best Corporate Citizens
 

     Workplace: Black Enterprise Magazine “40 Best Companies for Diversity” 2011, Latina Style Magazine “Best Companies for Hourly Workers” 2011, and Diversity MBA “50 Out Front for Diversity Leadership: Best Places for Diverse Managers to work” 2011

     Other: 2013 #1 Best IR Companies-Restaurants

After reading through the list of only some of their awards that they have received, it’ s obvious that they have intellectual capital, human capital, and social capital that help them be the best fast food business around. McDonald’s takes great pride in their awards, honors, but also their dedicated and honorable employees, but mostly their customers who are being satisfied in the best ways possible.