1. McDonald’s, Burger King & Nucci’s Italian Restaurant:
A Comparison
Andrew Olsen
University of Maryland University College
Executive Summary:
This report examines the similarities and differences of two fast-food restaurants
(McDonald’s and Burger King) and a family restaurant (Nucci’s Italian restaurant). They are
evaluated by several different quantitative measures from organizational goals and structure to
their tasks and the skills required for those tasks. From there we are able to compare the
restaurants and determine that even though the goals may be similar the order of importance is
different. Further we are able to determine how they operate and how different their structures
are. This reports also offers quantitative measurers that can evaluate whether these restaurants
are meeting the needs of their customers. We identify their target market and elaborate how
important it is to be aware of customer behavior. Furthermore, we establish that whether you are
a fast-food restaurant or a family restaurant and no matter your size it is necessary to have a
strategy; one that deals with changes and is always aware of customers needs and wants as a way
of beginning and remaining competitive.

2. The purpose of McDonald’s and Burger King and any other fast-food restaurants is to
offer customers food prepared in a high-quality manner, that is tasty and reasonably priced, and
delivered in a consistent, low-key décor and friendly atmosphere. Most importantly providing
that service in a quick and convenient manner.
This is also important to Nucci’s and other family restaurants, but quality is more
important than speed and convenience. Nucci’s is more concerned with providing customers
with high-quality food and service with a décor that sets the mood the restaurant is trying to
create. It is trying to create a family friendly atmosphere with a little taste of “elegance.” It is
suppose to be similar to having family dinner at home, but without the work. Basically, if you
are a fast food chain, then all your compartments are open during mealtime and if you are a
family restaurant, then you cater to kids, keep a supply of high chairs and employ
waiters/waitresses who understand children.
Each fast food restaurant is something of a manufactory. Their operating controls are
exacting and must be followed precisely since these are guidelines set forth by the franchiser.
Manuals and standard operating procedures offer precise job descriptions and specialized
procedures for the grill person, the shake person, the fry person, the bun person and so forth to
maintain brand consistency. There are specific recipes and specifications for menu items,
methods of operation, inventory control, bookkeeping, accounting, and marketing, trademarks
and service marks, concepts for restaurant design, signage, and equipment layout. Everything is
pretty much dictated from the franchiser and the franchisee must make sure that the employees
adhere to those guidelines.
The owner who has the leeway serve whatever he or she would like on the other hand
guides a family restaurant. The owner will have to consider the influences of customers and
competition, organizational goals and limitations regarding human and physical resources, and
the popularity and profitability and what he or she will serve. There are no specific guidelines
established as there are for fast-food restaurants. Once these are established a lot is dependent on
the chef(s) who can dictate the quality of the food, especially since there is usually a greater
variety and more specialized items on to their menu than there are on a fast-food’s. This is why
it is very important that they have the technical knowledge of how to prepare the food.
Anyone who deals with the customer even in passing needs to be pleasant and this is
especially true for the waiters/waitresses and even the bus person(s). They are the ones who set
the mood when the customers enter the restaurant and will determine the quality of the service.
The better they are the better it is for the business.
McDonald’s, Burger King and Nucci’s share similar target markets, which include
families, couples, singles, children, and especially the youth market. In this extremely
competitive and volatile food service industry, consumer needs and wants are ever changing and
assessing the needs and wants of the customer, and determining how to satisfy them is vital to
successful business. It is always imperative to continue to develop new products and strategies to
meet the demands of the customers. For that reason my customer satisfaction measures included
sales, returning customers, quality of food and service, speed of service, creating a pleasant
atmosphere for customers and always trying to improve. These are excellent measuring devices
that reflect whether McDonald’s, Burger King, and/or Nucci’s are serving and meeting the needs

3. of their customers.
The performance of McDonald’s and Burger King have been an enormous success, but
they must concede that to retain a long-term relationship with customers they must find new
ways of keeping them interested. This is also true for Nucci’s, but on a smaller scale. The
owner/management are responsible for that whereas McDonald’s and Burger King franchises
are guided and directed by research and strategies dictated by the corporate HQ. Whether it
McDonald’s, Burger King or Nucci’s this can be achieved through acknowledging and
recognizing any changes in customer behavior, and their needs, wants and motivations and then
they can then develop strategies to meet their changing needs.
Conclusion
As we can see in this report, no what the similarities or differences between these three
businesses, it is imperative that they are meeting the needs of their customers and understand the
role they play in meeting those needs. No matter what the goals or structure of the organizations
may be, the customers determine the success of the business and it is imperative to have a
strategy about how best to meet their needs and wants.