McDonald’s 2012 Annual Report

Posted by PITHOCRATES - August 6th, 2013

History 101

The Benefit of a McDonald’s Franchise is getting the Benefit of their Years of Building their Brand

Recently a late-night comedy show attacked McDonald’s for being greedy.  Because they don’t pay their minimum wage workers a living wage.  Because what were once entry level jobs are now the primary support for some families.  And why have entry level jobs come to support families?  Because the anti-business policies of the current administration have destroyed better-paying jobs.  But they don’t attack that on late-night television.  They attack a company actually providing jobs in a jobless economy.

Today McDonald’s is huge.  You can find them pretty much anywhere in the world.  Which can be a welcome site for a weary traveler.  For they know they can walk into a McDonald’s wherever they are and have the comfort of a meal exactly like that at home.  Which is pretty amazing if you think about it.  And why McDonald’s is so successful.  The sight of those Golden Arches can attract a foreigner in a strange land or a construction worker on a new project in a distant city.  They know exactly what they can get at that McDonald’s.  What it will taste like.  And what it will cost.  Even if they’ve never been in that McDonald’s before.

This is because McDonald’s has very successfully built their brand.  Which is one of those intangible things.  It has great value.  But you can’t physically touch it.  Those who own a McDonald’s franchise can enjoy a thriving business.  From day one.  Without doing any marketing to get people to walk into their restaurant.  They don’t have to.  Because McDonald’s has already done it.  And continues to do it.  This is the benefit of the franchise.  You get the benefit of all those years of hard work McDonald’s did to build their brand by simply paying a franchise fee (see Restaurants and Franchises posted 8/5/2013 on Pithocrates).  It’s not cheap.   But it’s such a fair deal for both franchiser and franchisee that McDonald’s had 27,882 franchised stores in 2012 (see McDonald’s 2012 Annual Report, page 11).

Owning a McDonald’s Franchise allows you to own a Restaurant that has been Successfully in Business for 72 Years

In addition to the intangible value of the brand the franchise fee also includes rent.  For McDonald’s “owns the land and building or secures long-term leases” for the franchisee’s store (see McDonald’s 2012 Annual Report, page 11).  While the franchise needs to foot the bill for the “equipment, signs, seating and décor.”  This makes sure all stores are modern and up to date and uniform.  Helping to maintain that comfortable familiarity for the customers.  While splitting the capital costs between the franchisee and franchiser.  So both parties have a major investment in the business.  And each shares in the profits of the business.  Perhaps the best of the deal for the franchisee is getting a mentor.  And a detailed operating manual telling them everything they need to know and do.

Owning a McDonald’s franchise is costly.  But you get to step into a restaurant that has been successfully in business for 72 years.  Give or take.  Considering that half of all restaurants fail within the first five years of business this is a HUGE benefit for the franchisee.  And something well worth the franchise fee.  As evidenced by 27,882 franchised stores in 2012.  So what is that franchise fee?  And how much money does the franchisee get to keep after paying the franchise fee?

Well, if you do a little number crunching with the financials included in the 2012 annual report you can get an approximate number.  McDonald’s also has stores they own and operate.  In 2012 they had 6,598 company-owned stores.  The average per store revenue was $1,358,594 (calculated by dividing the total revenue from the company-owned stores by the number of company-owned stores).  A similar calculation gives an approximate $667,205 franchise fee per franchised store.  Subtracting the typical franchisee fee from the typical store revenue (assuming all stores have the same average revenue as the company-owned stores) gives the franchisee an annual income of $691,389.  From this income the franchisee has to pay for food, labor and overhead.  And whatever is left over is profit.

High School Kids and College Students work at McDonald’s because they need no prior Restaurant Experience

The rule of thumb in restaurants is that costs are broken down into thirds.  One third is food cost.  One third is labor cost.  And one third is overhead and profit.  So if we divide that $691,389 by 3 we get an annual food cost per franchised store of $230,463.  Ditto for labor.  And overhead (gas, electric, water, insurances, taxes, licenses, fees, waste disposal, light bulbs, toilet paper, soap, garbage bags, etc.) and profit.  Let’s look at the labor cost more closely.  To see if McDonald’s is greedy when it comes to paying their employees.

The benefit of owning a franchise is that it comes with very explicit instructions.  A McDonald’s distributor delivers prepared food ready for the grill and fryer.  As delicious as it is, though, it doesn’t take a highly skilled chef to prepare it.  As the franchisee operating manual has it down to a science.  Which is why high school kids and college students work at McDonald’s.  They need no prior restaurant experience as it is an entry level job.  Typically their first job.  Where they learn what it’s like entering the workforce.  The importance of being on time.  Following instructions.  Being responsible.  Skills that they will use in later jobs.  Which most do.  As there is a high turnover of employees at McDonald’s as there is for all fast food.  Because these are entry level jobs for unskilled workers.  Who learn the skills they need on the job.  So let’s assume a restaurant that is open 24 hours a day, 7 days a week.  Assuming an hourly rate of $8.50 and an overhead of 40% for direct labor costs (workers’ compensation insurance, unemployment taxes, health insurance, uniforms, training, etc.) the average hourly labor cost comes to $11.90.  Dividing the labor cost of $230,463 by this hourly cost gives us 15,758 annual labor hours.  Or about 53.06 hours per day.  Or 17.69 hours per 8-hour shift.  Giving us an average of 2.21 workers per 8-hour shift.

During the breakfast and lunch rush a typical McDonald’s may have between 5-8 people working.  With fewer working in the evening.  And a skeleton crew over night working the drive-thru.  So the labor fluctuates during the day to correspond to the amount of business.  Which is why there are a lot of part-time workers at McDonald’s.  Ideal for high school and college kids.  In addition the owner typically works during those busy periods to help with the rush.  And works on paperwork during the slower times.  Putting in about 12 hours a day.  If you assume an overhead rate of 18% and multiply that to the franchisee annual income of $691,389 we get an overhead expense of $124,450.  Subtracting that from the $230,463 (overhead & profit) leaves an annual owner income of $106,013.  Or, based on a work week of 84 hours (12 hours a day X 7 days a week), the owner earns about $24.27 an hour.  A rate a lot of people can earn working for someone else without the headaches of owning a business.

That late-night comedy show attacked McDonald’s for being greedy.  Saying they should increase their pay rate to a living rate.  Like picketers were asking for.  $15/hour.  A labor cost increase of 82.6%.  Or an additional $190,382 each year.  Which would bring the franchisee’s annual income from $106,013 to an annual loss of $84,369.  So are these McDonald’s franchisees greedy because they refuse to pay a living wage?  No.  They simply can’t afford to pay more than the minimum wage for these minimum wage jobs.  Unless they can get people to spend $6-$7 for a Big Mac.  They are delicious.  But are they $6-$7 delicious?  And can a low-income family afford to take the family to McDonald’s when they are charging $6-$7 per burger?  Probably not.  No.  McDonald’s is just fine.  What we need to do is to un-do the anti-business policies of this administration that is killing those higher-paying jobs.  And forcing the primary earner in some families to work a minimum wage job.  Because that’s all that is available in this jobless economy.

www.PITHOCRATES.com

Share

Tags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

Unemployed Immigrants plunge Progressive and Socialist Sweden in Riots

Posted by PITHOCRATES - May 25th, 2013

Week in Review

According to the American left all of America’s problems come from a disparity in incomes.  Which a progressive government tries to fix with a progressive tax code to redistribute wealth.   To make up for that income disparity.  So unskilled people have nice things just like highly skilled workers who can demand a high income.  But the Republicans are mean.  And try to stop the left from making the country a better place.  Something a little more like, say, Sweden (see Swedish police try to restore order in Stockholm after week of rioting by Anthony Lane in Stockholm and agencies posted 5/24/2013 on the guardian).

The riots have served as a sharp reminder that despite regular praise for its ‘Nordic model’ of progressive politics, relatively low unemployment and a generous social safety net, Sweden is not immune to the tension that festers in deprived communities…

Although the smashed windows of shops, two schools and the local library had yet to be replaced, locals of the 12,000-strong neighbourhood, which has an 80% immigrant population, said there had been no problems since 20 members of the local Islamic centre went around Husby to talk to the youths involved in the original disturbances.

“They told them that it had to stop and that they were scaring people,” said Abdul, a nurse in the local hospital after Friday prayers at the mosque.

“At the moment it’s very hard to get jobs – not just here but for everyone in Sweden,” said the Moroccan immigrant who had lived in Husby for 11 years. Having registered growth of 6.1% and 3.9% in 2010 and 2011 respectively, the Swedish economy slowed to just 0.8% last year, largely as a result of faltering exports to the eurozone. Residents born outside Sweden represent 15% of the country’s 9.5 million population, but account for 35% of those registered as unemployed…

Sweden’s relaxed immigration policy and generous asylum system has resulted in exceptionally high immigration levels over the last decade. In 2012, 82,000 non-Swedes migrated to the country – 44,000 of them were asylum-seekers. The country’s migration board expects to receive 54,000 asylum seekers in 2013, including around 20,000 Somalis.

Interesting.  Sweden was the perfect model of a progressive utopia.  Now the place is burning in riots.  What happened?  What changed?  Well, the biggest change appears to be “exceptionally high immigration levels over the last decade.”  Who although they make up only 15% of the country account for 35% of the unemployed.  Interesting.

If this was America the go-to response would be it’s because of racist employers who don’t want to hire immigrants.  Preferring to hire those illegally in the country so they can overwork and underpay them.  But this is Sweden.  So you can’t use the go-to response.  Because Sweden isn’t full of bigoted homophobes.  America has those.  And they’re called conservatives.  According to those on the left.  So what’s going on in Sweden?

It would appear a large percentage of those immigrants aren’t doctors, engineers, chemists, etc.  Instead they are largely uneducated young people with few appreciable job skills.  And can only perform menial labor.  Which doesn’t exactly thrill them.  And a lot of them have come from primarily Muslim countries.  Which tend to be male-centric.  Further angering them that they may only qualify for a job they feel someone beneath them should be doing.  Making them less eager to assimilate.  Preferring the company and the traditions of the country they fled.  And when they can’t even get those menial jobs you get mobs of angry young unemployed men roaming the streets.  Which rarely ends well.

The Americans should study closely what’s happening in Sweden before throwing open their borders.  Because it can happen here.  And already has.  The Boston Marathon bombers, for example, got to the U.S. as asylum seekers.  And let’s not forget how France burned in 2005.  Which was pretty much the same thing that just happened in Sweden.  The root of both of these riots was excessive immigration of low-skilled workers who suffered high unemployment in a jobless economy.  And a lack of assimilation.  Put these together and you get what happened in France in 2005.  And what happened in Sweden in 2013.  And what will happen in countries wherever they have large populations of low-skilled immigrants who feel alienated and don’t wish to assimilate.  Or can’t because they can’t find a job in a jobless economy.

www.PITHOCRATES.com

Share

Tags: , , , , , , , , , ,