Análisis de la franquicia MC Donald´s durante el período 2020-2023.

Abstract

The objective of this study was to analyze the impact of the McDonald's franchise in Ecuador during the period 2020-2023. To this end, a methodology for literature review was used, applying the type of mixed, descriptive-qualitative research, based on the review of documents published between 2018 and 2024. The results indicated that McDonald's local demand in Ecuador was high during the 2020-2023 period, with steady growth in sales driven mainly by the COVID-19 pandemic, which increased home delivery and online orders, where the main business strategies included the digitization and expansion of delivery services, modernization of stores, menu innovation and a strong focus on customer satisfaction and operational efficiency. It is worth mentioning that the franchise showed a solid presence in key cities such as Quito, Guayaquil, Cuenca and Machala. It is concluded that McDonald's has maintained a high percentage of demand in Ecuador, adapting effectively to market conditions and changing consumer preferences, however, this work presented strategies so that the company can continue working on menu diversification and the promotion of healthy options to mitigate criticism and improve public perception.