Mcdonalds: The Marketing Journey Of Mcdonalds

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McDonald’s McDonald’s is such an iconic fast food restaurant that almost every American and a good part of world relates the golden arch with McDonald’s. In its journey to be the most recognized brand, McDonald’s had its humble beginning and many turbulent fights of survival. McDonald’s marketing journey is a noteworthy one for anyone studying the marketing.
About McDonald’s
In 1954, Roy Kroc, milkshake machine salesman, visited a restaurant in San Bernardino that run by two brothers, Dick and Mac McDonald. The restaurant offered very limited menu but operated with great efficiency, focusing on quality and speed (Our History, 2016). He was so impressed by their operation that he seized the opportunity to become their agent. In 1955, …show more content…

McDonald’s target market is conscious of budget and is made up of those who is looking to stretch a dollar while still getting the quality food in clean environment. One of the main market segment of McDonald’s is the youth and the family with young children. Most of McDonald’s locations have indoor playground to attract the families with young children. It offers economic way to spend quality family time without stretching their budget. McDonald’s failed attempt at Angus burger is a prime example that McDonald’s target market is not the high end premium dining but the value driven, simple, and convenient food …show more content…

For example, when McDonald’s was exploring to add Fish-O-Fillet to the menu, the creator of this menu item wanted to use halibut for fish but to use halibut would mean that Fish-O-Fillet could not be sold for less than 25 cents (Clark, 2007). McDonald’s ended up substituting the fish with cheaper type of fish than halibut and over time, to fit the cost of fish under the price point, McDonald’s would change the type of fish to be the most cost effective.
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