Mcdonalds ORGS

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Marketing

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Feb 20, 2024

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McDonald’s (Canada, Global) Target Audience: ● Families with children have been targeted by McDonald’s through Happy Meals, and kid-friendly market campaigns and partnerships. ● Millennials and young adults are targeted through affordable menu options and promotional deals (Mcdonalds App). Mcdonalds uses social media trends and nostalgic marketing to interact and engage with its consumers (Appendix MCD 1 and MCD 2). ● On the go professionals gain value from McDonald’s quick service factor, making it a popular choice for busy professionals who are looking for a fast meal during work hours. ● Budget conscious consumers are drawn by the affordability of McDonalds inexpensive meals. ● Seniors have limited engagement with McDonalds on social media, due to low overall social media activity. However, Mcdonalds does market discounts for seniors through their official website, which can be seen in the appendix MCD 3. Perception by Demographic: ● Mcdonalds tends to hold a positive association with lower income individuals . The franchise provides low-medium priced fast food, as well as promote savings through their campaigns and mobile application (Appendix MCD 4). ● Middle income individuals are one of the main demographic markets for Mcdonalds. Blue collar working professionals and students are drawn to by the value conscious meal options. Mcdonald’s runs campaigns that allow consumers to save extra on their meals, like the popularity of theMonopoly partnership (Appendix MCD 4), to appeal to families and highlight affordability, with big prizes through their mobile app. ● High income individuals perceive Mcdonalds as a convenient and familiar option, while those with lower incomes may see it as an affordable treat. ● Families with children are at the heart of Mcdonalds demographic with the franchise running recurring campaigns like the Pokemon Happy Meals (Appendix MCD 5), designed for children aged 5-12. These campaigns are a great way to get family and friends involved within the Mcdonalds community (Appendix 2) . Additionally, McDonald’s Canada utilises heartwarming memes on Instagram, showcasing parent-child interactions (Appendix MCD 6). ● Across income levels, youth and millennials positively associate with McDonalds, due to engagement with the audience on platforms like Instagram, Twitter, Tiktok and Facebook

(Appendix MCD 7), as well as marketing campaigns that create a better experience for consumers that would eat at Mcdonalds anyways. A prime example of this is the Monopoly Partnership. Key Challenges faced by McDonalds: McDonald's relies on its social media platforms as a vital communication channel with individual consumers. However, a discernible challenge emerges in the form of inconsistencies within both its mobile application and franchise operations, raising concerns about potential negative impacts on sales. This issue is notably reflected in their social media postings. - Franchise Inconsistencies: Consumers are known to tag and reply to posts on the company’s socials to display their dissatisfaction with certain attributes carried within their franchises. - Mobile Application: The application is known to cause issues for consumers who rely on it for savings and promotions. Malfunction of the application at a time of campaigning (Monopoly) can potentially be a big factor for negative impact on sales as consumers move towards close competitors. Opportunities for QSR and Casual Dining Restaurants Health Conscious Menus: Opportunity: Post-pandemic consumers have realised the importance of healthy, balanced diets which have led to the growth of demand for healthier dining options. Advantage: Restaurants that introduce and feature nutritious healthier menu items can gain a competitive edge. Emphasis on fresh ingredients, and transparent nutritional information can resonate with health conscious consumers. For families with children, fast food is often perceived as a convenient and time-saving option amidst their busy schedules. The quick service and accessibility of fast-food establishments make them appealing choices for families on the go, providing a convenient solution for hectic days. However, there exists a nuanced perspective among health-conscious parents within this demographic. While the convenience of fast food is acknowledged, some parents express caution about frequent consumption due to concerns related to nutritional content and the impact on their children's health. The trade-off between convenience and health considerations becomes a balancing act for families with children, prompting some to seek healthier alternatives or exercise moderation in their fast-food choices. In navigating this landscape, fast-food establishments have the opportunity to

cater to health-conscious parents by offering menu options that address nutritional concerns while maintaining the convenience that makes them an attractive choice for busy families. Fast food is often perceived as a convenient and time-saving option for parents with busy schedules, The quick service and inexpensive meals make them appealing choices for families who are familiar with the consistency in meals. However, there is a nuanced perspective among health-conscious parents in the demographic. White convenient, parents may express caution about frequent consumption related to nutritional content and the impact on their children's health. fast-food establishments can thrive by strategically incorporating healthier menu options and transparent nutritional information into their offerings. Balancing speed and nutrition becomes crucial in meeting the diverse needs of this demographic. Appendix MCD 1: Trendy Memes - Instagram (Canada)

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Appendix MCD 2: Nostalgic Marketing - Tiktok (Canada)

Appendix MCD 3: Senior discounts on Mccafe - Website (Canada) Appendix MCD 4: Campaigning and mobile application promotions - Youtube (Canada)

Appendix MCD 5: Pika Happy Meal - Twitter (Global) Appendix MCD 6: October, interactive meme for family and friends - Instagram (Canada)

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Appendix MCD 7: Interactive posting on social media, Facebook, Instagram, Tiktok (Canada)

Appendix MCD 8:

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