McDonald's is the world's leading food service retailer with more than 30,000 restaurants in 119 countries serving 47 million customers each day. It is one of the worlds most well-known brands and holds a leading share in the globally branded quick service restaurant segment of the informal eating-out market in every country they do business. McDonald’s marketing strategy is having friendly people serving the right product with affordable prices. McDonalds’s showcase their restaurants as clean, comfortable and welcoming, and create promotions that resonate with key consumer groups. They want to stay in tune with customer’s lifestyle.
Suzanne Drolet is manager of a McDonald’s restaurant in a city with many seniors. To attract seniors to McDonalds’s Suzanne has a $1.99 breakfast special every fourth Monday. This was a resounding success. Between 100-150 seniors were attracted initially by that monthly breakfast special for people aged 55 and older. Now that many seniors come for breakfast daily and surely revenue has increased. Most are gone before the lunch crowds at 11:30, however, some stay until at 3 p.m.
McDonald’s strengths are an established fast food restaurant with a friendly caring staff. Suzanne’s employees embrace that philosophy by being friendly and caring to the seniors. Another plus is the seniors are friendly and neat and someone that isn’t a regular would perceive the place as a friendly place. Further they are neater than most customers and clean up their...
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From just one restaurant in San Bernadino, California, run by two brothers, McDonald’s has grown to become the best known and most popular fast food restaurant chain in the world.
Kincheloe, Joe. The sign of the burger: McDonald's and the culture of power. Philadelphia: Temple Univ Press, 2002. 9-185. Print.
McDonald's also focuses on the perception of value within it line of products and therefore takes care to price its menu items accordingly. Different products are priced differently depending on which target audience those items appeal to most. An extensive value menu is an essential part of any fast-food menu in recent years. The prices and products within the value menu can prove to be areas that will make or break a fast-food companies' year depending on the competitions value menus.
In 1945, Sam Walton opened his first variety store and in 1962, he opened his first Wal-Mart Discount City in Rogers, Arkansas. Now, Wal-Mart is expected to exceed “$200 billion a year in sales by 2002 (with current figures of) more than 100 million shoppers a week…(and as of 1999) it became the first (private-sector) company in the world to have more than one million employees.” Why? One reason is that Wal-Mart has continued “to lead the way in adopting cutting-edge technology to track how people shop, and to buy and deliver goods more efficiently and cheaply than any other rival.” Many examples exist throughout Wal-Mart’s history including its use of networks, satellite communication, UPC/barcode adoption and more. Much of the technology that was utilized helped Sam Walton more efficiently track what he originally noted on yellow legal pads. From the very beginning, he wanted to know what the customers purchased, what inventory was selling and what stock was not selling. Wal-Mart now “tracks on an almost instantaneous basis the ordering, shipment, and delivery of literally every item it sells, and that it requires its suppliers to hook into the system, enabling it to track most goods every step of the way from the time they’re made and packaged in the factories to when they’re carried out store doors by shoppers.” “Wal-Mart operates the world’s most powerful corporate computing system, with a capacity (as of late 1999) of more than 100 terabytes of data (A terabyte is 1,000 gigabytes, or roughly the equivalent of 250 million pages of text.).
Have you ever wondered how the business empire of McDonalds was started? With over ninety nine billion served, it was started in 1940 in San Bernardino, California. It was started off as just a Bar-B-Q that served just twenty items. Its first mascot was named “Speedee” They eventually realized that by setting up their kitchen like an assembly line that they could be much more productive and get their food done faster, with every employee doing a specified job; the restaurants production rate became much higher. A milkshake machine vendor came into their small restaurant one day, his name was Ray Kroc. He saw how much potential the restaurant has, so he bought it out and opened one of the first franchises. Within the first year of Ray Kroc buying it, there were one hundred and two locations all around the world. McDonalds currently is one of the largest fast food restaurants in the world and currently has served over sixty four million customers through one of their thirty two thousand sites. It has almost become a way of life for America. Though, McDonalds started off as a small business between two brothers, it grew into one of the largest restaurant franchises in the world and greatly affects our society and how we eat our food.
From the viewpoint of the customer, McDonalds has a good and confident tone, they consider the taste of food, cashiers; attitude toward clients, the cleanness of venue, the number of mistakes made by cashiers, and other measures to assess the quality of the McDonalds’ burgers. (Slack, Chambers &Johnston, 2003)
Lisa Aham’s strategy is mostly a target marketing approach because it emphasizes in particular to senior citizens in a city with “many citizens”. She offers specific breakfast specials for seniors 55 and older on certain days of the month to promote a creative strategy and obtain new customers. The special is done every 4th Monday of the month, offering $1.99 meals and free coffee refills. Her strategy to promote this special has brought more than 100 senior citizens on that day of the month but moreover has created a gathering environment every day of the week for this group of people.
McDonalds also uses diversification in its global marketing. McDonalds recognizes that different countries have different values, customs, and tastes. Therefore, McDonalds satisfies these diverse global tastes by diversifying the menu according to each country’s unique preferences. This added diversification tactic, allows McDonalds to stay competitive in a global market. Examples of McDonalds globally diversified menu would be that McDonalds offers an exclusive beefless menu to its customers who live in India. This is because eating beef in India is sacrilegious. To meet the tastes of customers in India, McDonalds created new offerings such as the “Pizza McPuff” and the “McVeggie.” McDonalds considers the cultural tastes in every country it opens its doors
"McDonaldization.com - What Is It?" McDonaldization.com - What Is It? N.p., n.d. Web. 11 Dec. 2013. http://www.mcdonaldization.com/whatisit.shtml
At McDonald’s, the surroundings are quite different from those at Jake’s. When dining in, people are seated at small booths. The tables are not big enough for everything so tables my have to be moved together, people may have to sit apart or some food may have to be left in the bag. Sometimes there are greasy floors. Unlike Jake’s, McDonald’s customers are usually in a rush. They come in order their food and sto...
In today’s market, McDonalds faces numerous challenges such as fierce competition, a more health conscious customer, and the continual need for improved customer satisfaction and menu. McDonalds needs to go through some changes in order to remain ahead in the fast-food industry.
McDonald’s vision statement can be said that it wants to be the world’s best quick service restaurant experience. Being the best for McDonald’s means that it needs to provide the best of the quality of food products, services, and cleanliness and value so that it can make everyone of its customer smile (Schmitt and et.al, 2011). A vision statement of the company is an idea for how business can be eventually perceived and what actions it will be taking for coming 5, 10 or 15 years for i...
Vignali, C. (2001). McDonald’s: “think global, act local”--the marketing mix. British Food Journal, 103(2), pp.97--111.