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.
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| 2013, new carryout bag designs! |
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| 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.
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