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McDonald''s revolutionised the American fast food industry by bringing in the discipline of production to one of the most mundane activities like making burgers. Believing in a simple credo of quality, service, cleanliness and value (QSCV), McDonald''s became a formidable brand, figuring almost always among the top 10 global brands. The case details how McDonald''s managed various aspects of its business to give it a brand identity characterised by the ''uniformity'' aspect. The case study enables discussion on the ability of McDonald''s to leverage its standardised operations to build a brand around it. A structured assignment ''504-072-4'' is available to accompany this case.