History of McDonald'sThe business began in 1940, with a restaurant opened by brothers Richard and Maurice McDonald in San Bernardino, California. Their introduction of the "Speedee Service System" in 1948 furthered the principles of the modern fast-food restaurant that the White Castle hamburger chain had already put into practice more than two decades earlier. The original mascot of was a man with a chef's hat on top of a hamburger shaped head whose name was "Speedee." Speedee was eventually replaced with Ronald McDonald by 1967 when the company first filed a US trademark on a clown shaped man having puffed out costume legs.
first filed for a U.S. trademark on the name on May 4, 1961, with the description "Drive-In Restaurant Services," which continues to be renewed through the end of December 2009. In the same year, on September 13, 1961, the company filed a logo trademark on an overlapping, double arched "M" symbol. The overlapping double arched "M" symbol logo was temporarily disfavored by September 6, 1962, when a trademark was filed for a single arch, shaped over many of the early restaurants in the early years. The famous double arched "M" symbol in use today did not appear until November 18, 1998, when the company filed a U.S. trademark.
1948: Richard and Maurice McDonald open the first McDonald's restaurant in San Bernardino, California.
1955: Ray Kroc opens his first McDonald's restaurant in Des Plaines, Illinois; he incorporates his company as McDonald's Corporation.
1960: The slogan, "Look for the Golden Eyes," is used in an advertising campaign.
1963: Ronald McDonald is introduced to American audiences in his first commercial and becomes the official mascot of McDonald's.
1965: McDonald's goes public.
1968: The Big Mac is added to the menu and the current logo was introduced. Also the famous double mansard roofs were introduced.
1970: McDonaldland debuts on television, featuring a big cast of colorful characters inhabiting a land of McDonald's food.
1973: Breakfast items begin to appear on the menu, with the debut of the Egg McMuffin.
1974: The first Ronald McDonald House opens in Philadelphia.
1975: The first McDonald's drive-thru window appears.
1979: The children's Happy Meal makes its debut.
1983: Chicken McNuggies are introduced.
1985: McDonald's becomes one of the 30 companies that make up the Dow Jones Industrial Average.
1987: The children's indoor playgroud PlayPlace makes its debut
1996: The Big yellow eye on top with beige bricks makes its debut and two new buttons were added on the soft drink lids which were the pentagon which stands for P and the target (bullseye) which marks Tea.
1998: The company takes its first stake in another fast-food chain, buying a minority interest in Colorado-based Chipotle Mexican Grill.
2000: McDonald's buys the bankrupt Boston Market chain.
2002: Restructuring charges of $6 result in the firm's first quarterly loss since going public.
2003: McDonald's sells Donatos in order to refocus on its core hambarger business. The McDonaldland concept is also retired.
2006: My Chemical Romance releases their album "The Black Parade.
2015: The Hamburglar was reintroduced, albeit briefly.
2017: Ronald McDonald is retired as the mascot of McDonald's, replaced with Happy.