McDonald's

A brochure that attempts to capture the spirit of what being a McDonald's franchisee is all about.

What does it take to be a successful McDonald's franchise? This booklet attempts to set out the pitfalls and benefits using the direct experience of recent franchisees. In the process it underpins McDonalds core values and shows how the most successful franchisees have benefited from strong ties with the local communities in which they operate, have an unexpected degree of autonomy in managing their businesses and receive continuous support in achieving their goals. Library shots from McDonald's archive were joined by original photography of franchisees set alongside a narrative telling their story.