McDonalds Promotional Objectives

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McDonalds Promotional Objectives

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The companies’ main objective is to be the family restaurant that

people enjoy more.

Apart from wanting to be the world’s best quick-service restaurant,

McDonalds have the following objectives:

· Development: Lead the Quick Service Restaurant market by a program

of site development and profitable restaurant openings, and by

attracting new customers. Increasing sales through promotions will

enable them to continue their program of expansion.

· Menu. McDonalds have an objective to continual enhance and improve

their menu. This will better satisfy their customers and give

customers more reason to visit. Many ideas for new items on the menu

come from the franchisees responding to customer demand. Consumer

tastes change over time and McDonalds has to respond to these changes.

The introduction of the Egg McMuffin in 1971, for example, meant that

McDonald’s could cater for the breakfast trade.

· Our People: Achieve a competitive advantage through people who are

well motivated and feel part of the McDonald's team in achieving the

company's objectives. Their objective of good staff and training is

highlighted in their training by having a goal “every minute of every

hour – make customers glad they came[1]”

Under this objective is McDonalds commitment to its franchisees, it

recognises that the success and profitability of McDonald’s is linked

to the success of the franchises. A highly qualified team of

professional consultants offers continuous support on everything from

human resources to accounting and computers.

· Restaurant Excellence: Focus on consist...

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...e vulnerable to price wars from their competitors.

v Current food scares e.g. BSE and foot and mouth disease could turn

their customers away from eating meat, although there are always

vegetarian alternatives – McDonalds rely heavily on their meat sales.

v Protest groups are always a common threat to McDonalds.

The impact of interest rate changes and foreign currency fluctuations

affect McDonalds. Although they try to minimise this by diversifying

between a lot of different currencies.

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[1] McDonalds Annual Report

[2] McDonalds annual report

[3] www.mcdonalds.com, March 1992

[4] The Times 100

[5] The Times 100

[6] Source: AC Nielsen Meal

[7] McDonalds Annual Report

[8] www.mcspotlight.org and London Greenpeace

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