As part of academic week 2s LAs we were to “research the history of the fast food chain McDonald’s, and explain which parts of the SCAMPER method are evident in its development onto its current success”.
The SCAMPER method
SCAMPER is an acronym;
S – Substitute
C – Combine
A – Adapt / Adjust
M – Modify / Magnify / Minify
P – Put to other uses
E – Eliminate
R – Reverse / Rearrange
The SCAMPER method is a way of structuring a creative prosess, and by questioning a product from these angles one can come up with new ideas. Alex Osborn identified the nine principle ways of manipulating a subject. Robert Eberle gathered them into this acronym.
Throughout the history of McDonald’s one can see evidence of the SCAMPER method.
As the McDonalds-brothers realized that most of their profits came from hamburgers, and not hotdogs or barbecue (S – substitute), they created a streamlined and efficient system with a simple menu, mainly consisting of hamburgers, french fries and soft drinks (A – adapt). Carhops were eliminated (E – Eliminate), and now an efficient self-service establishment, the restaurant’s name was changed from “McDonald’s Bar-B-Que” to simply “McDonald’s” (M – Modify/Minify).
McDonald’s invented the Happy Meal, which combined hamburgers with toys (C – Combine), and having play areas (A – adapt) they have made families and children a high priority customer. Ray Kroc, who eventually bought the business from the McDonald’s-brothers, was a huge part of developing McDonald’s. Starting out as a food stand it developed and grew to regular restaurants, drive throughs and the concept we now know as fast food (R – Rearrange). McDonald’s has always been a creator of trends other businesses have wanted to follow. Who knows where they will go in the future.
Sources:
Cleverism.com
Wikipedia.com
McDonalds.com
Randis Reflective Journal 