McDonald’s new service in Canada
McDonald is introducing new self-serve options and table service in Canada which allow customers to personalize their orders from types of cheese and toppings and enjoy better quality of service.
People like customized product and on demand service nowadays.It’s a good opportunity for McDonald to be the leader in personalized fastfood market .However ,considering about the price strategy,McDonald’s new burger would not be cheap.In advertisement the new burger example with a one-third pound beef patty for $6.99 which is higher than its current most expensive burger, than its current most expensive burger.Although McDonald do not focus on being the cost leader,the target group of fast-food still need be concerned.Fast food market still target on low income group of people who cares and the price competition always significant.
And The company plan to hire 15,000 new employees to support the new service.A large amount of labour cost add to the total cost may lower the profit and I don’t think it’s a good choice.Back to the targets and the foods McDonald’s provide.Higher level of service could help the brand image to some extent but people who go to the fast foods shop demand for efficiency.More employees can increase the efficiency , however I think try automatic order machines already used in some noodles shop in Japan maybe better.
In conclusion, I think McDonald’s new service indicates it’s objective about wider the target groups and attract more people with high salary to come in to McDonald to enjoy fast food with quality service. The action may help McDonald to face the threats of declining fast foods industry to some extent,but as McDonald keeps providing junk foods ,more strategies with it’s current target group are needed.
