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...
For example, McDonald's drive-through is the most efficient way for customers to get a quick and easy meal. Predictability guarantees that products and services provided by McDonald's will stay the same. Calculability accentuates the quantifiable aspects of a product regarding its size and cost and the amount of time it takes for a customer to receive their food. McDonald's put emphasis on the term quantity of quality, although a McDonald's meal is not of the highest quality compared to other restaurants the company offer customers more for their money, for example, their 99p menu, where you can get several items such as a cheeseburger for less than a pound. Finally, control/dehumanization, deskilling the workforce by giving team members a limited number of simple tasks under the watchful eye of managers alongside the introduction of predictable non-human labor in the form of new
Over the half century, McDonald’s had been defining the fast food industry and well known for its low price and convenience. However, as the rise of Wendy’s, Subways and Chipotle Mexican Grill, McDonald’s starts losing revenue and facing the strategic problem of losing its uniqueness by trying to satisfy all the customers in different segments. For example, McDonald’s offers a kiosk feature that allows customers to customize everything about the burger, from the type of bun to different cheeses and sauces that goes on it. This concept is similar to Chipotle Mexican Grill and Panera Bread, where consumers can customize ordering and get fresh ingredients. However, the major customers of McDonald’s are low-income, and the kiosk concept leaves
From a study completed by Chicago-based Research International USA completed a study called “Fast Food Nation 2008. The panel consisted of 1,000 respondents of ages 16-65 who provided their inputs with an online survey which was conducted between March 13 through 2008. Which was based on results on fast food restaurants like McDonald’s, Burger King, and Wendy’s are gaining popularity even through the economic hardship and recession. Marketing strategy has become more of influence on kids and young American’s. As population grows and the demand increases of fast food restaurants are expanding their stores to capturing more consumers. Fast food chains are also willing to change their menus to continue to gain and retain repeating customers. With each generation that passes, brings fast food chains into more homes and continues impacting lives.
The significant success of McDonalds, and of McDonaldization as a whole, is due to four basic elements- efficiency, calculability, predictability, and control.(Ritzer, p.12) The first dimension of McDonaldization is efficiency. Efficiency means choosing the optimum means to a given end. Efficiency does have its advantages for both consumers, who get what they want quickly and with little effort, and for workers, who can perform their tasks...
A world without the Big Mac, Happy Meals, Chicken McNuggets, and the phrase “I’m lovin’ it,” is almost inconceivable. People around the globe have become accustomed to the high gleaming golden arches that make up the famous emblem for McDonald’s. McDonald’s has grasped the concept that culture flows from power. In this case, the American culture flows through the veins of this fast-food giant and the more that is supplied, the greater the demand. It is no secret that McDonald’s has become one of the world’s largest fast-food retailers. It has become a well known icon that has played a huge part in globalization, with chains located in many different countries… transforming the meaning of fast-food all around the world.
McDonald’s workforce consist of 73 percent women and people of color making, 43 percent of them are franchise staff and 55 percent are suppliers; additionally, the company has two stores opening everyday in China (Singh, 2010). Furthermore, Lee and Kye-Sung (2000) states 49 percent of McDonald’s total revenue comes from the international market. Gibison (2008) states in order for McDonald’s to reach and increase consumers from diverse backgrounds and different cultures the company tailor its menu by added specialty food for different countries and cultures. An example is the company...
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.
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)
With strength ultimately comes weakness and McDonald's has its fair share, especially in the last few years. Many weaknesses are due to the external environment which includes market saturation, increased price competition, and food and labor costs. These weaknesses affect many firms in the fast food industry so McDonald's is trying to effectively combat these forces using a differentiation strategy. Developing new products such
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.
Firstly, McDonald’s paid attention to the children in every country. They have built “happy land” for them and offered the “happy meals” with innovative toys to them. Since children is one of the biggest consumer groups to McDonald’s, and they have created a place with “happiness” culture to attract the children. It is a successful decision that building a business by focusing on the children since it can encourage the whole family to come to McDonald’s.McDonald’s is not only selling the happy meal to the children, but also selling American culture to them, it is a proper strategy to build the brand loyalty from th...
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...