Mcdonald's Case Study

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McDonald’s has been one of the biggest fast food chain corporations that has worldwide share in the food market. The company’s appeals were fast service, menu varieties, and affordability, which capture majority of customers’ psychological needs. Furthermore, McDonald successfully builds a relationship with consumer by promoting donation campaigns and vitally involving in societal activities. In recent years, McDonald’s sales decline is affected by food scandals causing public mistrust of its food ingredients, which deviates consumers from fast, cheap and convenient food. In micro view, McDonald’s must focus on public relation. Publics are any group that has an actual or potential interest in or impact on an organization ability to achieve its object. Influence of food scandals are major factors contributing the chain’s …show more content…

The “Create Your Taste” is definitely drawing millennial attentions however there are problems associated with the change in the system. The major risk of custom-built sandwiches is speed. When a customer orders Create Your Taste, it takes about five to seven minutes to serve on the table. Furthermore, drive-through service would be processed slower. Soon after, this speed issue was mentioned during an investor meeting and resulted reduction of the number of Extra Value Meals from 16 to 11. McDonald’s could have lost its loyal customers from this menu changes after the company reported U.S. sales decline of 4.6 percent (Bowerman, 2014). However, this project was launches in 2015, cutting few menus would ease the time for processing custom burgers. In addition 2015 third quarter sales reported 0.9 percent increase in part of few menu change; adding EggMcMuffin with original recipe that use butter instead of margarine (Jargon, 2015). Likewise, McDonald’s are able to put the old menus back again and still bring back the loyal

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