McDonald’s is one of many large corporations that is refocusing its marketing strategy. The company is altering its marketing objective by expanding its target market. McDonald’s is renovating majority of its locations and making them more aesthetically pleasing. For example, most McDonald’s have nicer, more comfortable seats and are trying to create more of a “sit-down” atmosphere.
Furthermore, the company has expanded its menu. McDonald’s still offers the traditional cheeseburger and other signature burgers; however, now has healthier option such as salads and grilled burgers. When I was a child and my parents took my brothers and me to McDonald’s but never ate due to limited choice. With the new menu, health conscious parents and children have more selection and can enjoy the product McDonald’s has to offer. The company now offers various breakfast and snack items such as their fruit smoothies and yogurt parfaits. Furthermore, McDonald’s is also growing their desert selection and now offer sundaes and Mc Flurry’s in various different flavours. These deserts are nicely complemented by the numerous hot beverages the restaurant offers.
This new strategy is and will work well for McDonald’s as they are adding to their target market as opposed to changing it. The restaurant still offers unhealthy foods in timely matter; however, is also adopting to a more casual, sit down place for families to come and eat.
Overall, I think this new concept will work well for the company and more customers will eat at the restaurant. The above will inevitably generate more business and yield more profit for the McDonald’s.
Below are some resources that explain McDonald’s strategy as well as reinforce some of the information stated above.