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McDonald’s
Services Offered by McDonald’s- McDonald's objective is to offer the customers
the great convenience and great- tasting food that they enjoy. McDonald offer great value in
its way of service, also in its menu it provide extensive and Variety of food, first from the
breakfast McMuffins to Burgers to Desserts (Sundae/Mc Flurry) to Happy Meals and for the
families there are also special meals such as Family meal.
In its menu McDonald considerate in five main ingredients: beef, chicken, bread, potatoes
and milk.
Menu Choices offer a variety of safe, high-quality food products that can fit into balanced,
active lifestyles. Restaurants typically serve several types of hamburgers, grilled and fried
chicken products, and fish and, in many cases, salads, fruits, and additional sandwich options.
Local business units are adding new salad, fruit, and vegetable offerings. Local business units
are also expanding Happy Meal choices to include new sandwich, side, and beverage
alternatives. These reflect a System-wide goal of ensuring that Happy Meals remain a choice
moms feel good about and children enjoy. Also, there is McDonalds Play Place that provide
children with a fun, safe environment for active play.
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And of course, McDonald realize the importance of the supply chain in maintaining quality,
So, McDonalds aims to create long-term with limited number of supplier partners, Suppliers
keen to ensure that they can meet McDonalds required standards.
Core Products of McDonald-
Hamburgers, and French fries – the McDonald's brand can strengthen and continue
to identify itself with its core consumer. Quick and simple ordering means happy
customers, and revolving customers are the core of every restaurant business.
Selection Grinding
Beef
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Sorting Beef Molding
Patties Into
Patties
Frozen At Metal
18’C Detection
Store at 18’C Packing, Casting
and Labeling
Deliver to McDonald’s
Restaurants
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Supplementary Products of McDonalds-
“Let’s Make Your Meal Even Better”
At McDonald’s they know what we expect from them. And they work hard every day
to ensure convenience, friendly service, cleanliness and delicious food. In order to
make our experience even better, they have a few services and amenities at
McDonald’s restaurants that they know we’ll love.
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Segmentation, Targeting, Positioning of McDonald’s-
Segmentation: Mcdonald’s has decided on certain criteria to divide the market into relatively
homogenous clusters which it can target for commercial gain. These criteria are as follows:
Based on stage in family Life Cycle
People buy different goods and services over a lifetime due to the different needs
associated with the distinct stages of life. Thus the consumption pattern is shaped by
the stage in the family life-cycle.
Education & Occupation Based
The education along with occupation is an accepted way to segment a new market.
McDonald’s also segmented the Indian consumers on such a basis. Only urban
segments were considered even within this criterion as the demand for a fast-food
restaurant was felt in the Urban markets only.
Based on Lifestyle
Lifestyle of a customer dictates his/her spending habits, i.e. where he spends his
disposable income. This was relevant for McDonald’s as they wanted to integrate
their product-service hybrid offer with the customer’s lifestyle.
Targeting: The products that have been launched by McDonald’s recently shows that their
focus is on the middle class. This is because they believe that is where the profitability is
going to come from. McDonald’s plan to continue to focus on this category as of now.
Family Life Cycle target- Mcdonald’s target the following segments in this category:
Full nest I- People in this stage of family life cycle have their youngest child less than
6 years, their home purchasing is at peak, and they are interested in new and
advertised products. Children influence their buying decisions.
Full nest II- People in the category have their youngest child 6 years or over, their
financial position is a little better than those in full nest I and they are less influenced
by advertised products. They are interested in special offers, as taken out by
McDonald’s from time to time and their decisions too are influenced by children.
Positioning: McDonald’s position themselves as a welcoming and affordable family
restaurant
committed to values of quality, fun and excitement. It is also positioned as a restaurant which
makes the customer feel special and makes him smile. So, it has a clear positioning as a
family
restaurant to which the customer goes for a quick bite. Such customer convenience is
integrated
into their seven P’s and through QSCV.
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SERVICE BLUEPRINT OF MCDONALD’S
