McDonalds Case

1. How is consumer taste changing in the fast food industry? What impact do these changes have on McDonalds?

1. Customers’ taste is changing ever so rapidly. Many fast-food restaurants have created specialty menu items to those who are more health conscious. McDonald’s in some form has begun catering to the new generation of fast-food consumers. With the launch of their specialty coffee’s and the introduction of healthier breakfast items like yogurt and oatmeal they will stand a chance to compete with other fast-food establishments that serve healthier choices at fast-food prices.  

1. How well are these changes in customer taste and preferences being reflected in competitive strategies within the industry.

1. McDonalds has continuously along with other fast food restaurants have begun to cater to the new generation of consumers.  These changes can be found in the newly designed restaurants, with a more appealing décor and menu items. McDonald’s has upgraded their décor, along with menu and provided complimentary wifi services to their consumer. Along with their Mcafe line of specialty coffees this allows them to compete with Starbucks who is known for their lounge like atmosphere for studying, reading and relaxing.

1. What are McDonald’s strength and weakness? What conclusion do you draw for the future?

1. Strength – McDonalds has a global brand that is known simply by their logo.
2.  Weakness- Lack of healthier food options for conscious individuals
3. Opportunity – McDonald’s could stand to diversify their product offerings more. They’ve begun by offering breakfast all-day.
4. Weakness- Strong competition from smaller more intimate franchises

               McDonalds will always be competitive because they cater to the lower income individuals because of their pricing. However, to appeal in the future to the savvier clientele they will need to diversify their product offerings.

1. Should McDonalds develop a separate strategy for the heavy user segment of the fast food industry?

1. McDonalds was heavily criticized for their contribution to the obesity of America after the documentary “Super Size Me”. The documentary showed the public exactly how some of the food was made and the lack of nutrients in their menu items. McDonalds has developed a strategy to cater to the more informed and health conscious user with the addition of various items to their menu.

1. What should Jack Greenberg do to grow sales, profits and market share at McDonalds?

1. McDonalds should grow their Café presence with bistros that mimic posh, upscale café’s that are more intimate that focus on healthier non-GMO foods.

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