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The 21st century is the era of the new economy and the service sector is the most promising of the most dynamic industries in this era, which is a new driving force to promote world economic development, while the restaurant industry is a typical representative of the service industry. In recent years, with the improvement of people's living standards and the ever-accelerating pace of life, the traditional dinner has failed to meet the speed pursuit and desire fashion. Modern fast food gradually comes into people's lives with its fast, convenient and hygienic characteristics. With the development of the fast-food industry, the fast food industry is also gradually deepening (Eric, 1999). Previous research mainly includes the following aspects: some from the management point of view to analyze the reasons behind the development of fast food enterprises; some from cooking school's point of view to analyze the nature of the fast-food products and processing, there stood in the Food and Nutrition stance on fast food, nutrition and health issues. Although these ideas have been generally accepted, but many still remain at the level of the qualitative analysis, the lack of operability and pragmatic, and thus has some limitations.

It can be said that the history of the development of the McDonald's itself is a microcosm of the global fast food industry (Borade, 2001). It experienced every success and failure, every change and progress for the development of the fast-food industry in the world that provides worth learning materials. Especially its business strategy is classic in marketing industry, but also prompted McDonald's to open the door to the 'golden key' in more than 100 countries. Occupy the unshakable market share not only in the United States, Britain and other developed countries (Kaynak and Kucukemiroglu, 1995). Many researches have focused on the fast food industry giant McDonald's. For example, it is analyzed from its unusual course of development. McDonald's is the world's largest fast-food chain, is also the world's most famous fast food brand. Growing up in the past 50 years, McDonald's has successfully across borders, and their products and business philosophy immerge into the more than l00 countries that made remarkable impressive performance, and become the world's most successful multinational fast chain. According to Armstrong and other researchers (2004), the McDonald's have adapted to the local, regional and ethnic tastes while implementing its localization strategy. Since the McDonald's entered China in the 90s of the last century, which greatly promoted the development of China's fast food industry, it is not just fast food while there are many valuable services marketing and management experience. Brian Glucroft (2012) contended that McDonald's has achieved great success in China and the UK for its localized menu.

From its development and success, we can get many useful lessons. And there are few researches that the McDonald's Business strategy can provide useful recommendations for the fast-food industry in China and the United Kingdom. Therefore, the study of 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。