McDonald's case study
- 1. McDonald’s
- 2. • World’s largest chain of hamburger fast food • Franchised restaurants operating in 122 countries • Serves more than 65 million customers
- 4. • Quality • Service • Convenience • Cleanliness
- 5. • Focus shifted to expansion in 1980s to early 2000s. • Complaints of sluggish service, bad quality and unclean restaurants increased.
- 7. • Creative advertising using characters like the Hamburgler, Mayor McCheese and Ronald McDonald • Promising a fun filled experience
- 8. • High quality and enjoyable food experience • A place to relax and catch-up
- 9. • Affordable food • Special low cost menu
- 10. • Region specific food to cater to local taste • Varying prices according to different regions
- 11. • Providing healthier food items on menu • Trying to move away from tag of ‘unhealthy food’
- 12. • Three major programs: Ronald McDonald House, Ronald McDonald Family Room, and Ronald McDonald Care Mobile • Giving back to the society
- 13. Evolving with Changing Times
- 14. • Customizing restaurants • More welcoming setting: warm and cozy appearance • Zones to fulfil different needs
- 15. • McCafe to compete with coffee shops • Drive thru and happy meals etc. to innovate and stay relevant
- 16. Risks in Future
- 17. • Fast food as an unhealthy choice • Healthier options like Subway being preferred
- 18. • Competition from local outlets and similar brands • Burger King, Pizza Hut etc. gaining market share
- 19. • Changing tastes and inclinations • Brands offering extensive food options
- 20. Summary
- 21. Disclaimer Created by Priyanshi, IIT Delhi, during a marketing internship, by Prof. Sameer Mathur, IIM Lucknow