Where Does McDonalds’ Corp Stand?
Is McDonalds looking for its stand outside fast-food industry?
Why do customers purchase fast food, like a Big Mac from McDonalds?Most fast-food products are not best known for their healthy options, nor the fast-food stores have comfortable chairs where customers would like to stay long chatting with their family.
Why do people go to McDonalds then: taste and speed.
The world’s largest burger chain, McDonald’s Corp, responds to the poor sale it has had for the last two years by taking an adventure. McDonald launched “build-your-own” burger experiment. Growing popularity in “build-your-own” model and competition in food-industry, chains like Five Guys Burgers and Fries and Chipotle, has been one of the factors that motivated such experiment to be conducted.
The company said it’s too early to tell if the pilot will expand nationally to its more than 14,000 locations, but it is installing “assembly tables” to make room for more ingredients.
However, there still are some concerns rising; I think it is important for McDonalds to know where it stands in the market: the big guy in “fast-food” industry. Considering the fact that McDonalds compare to tons of other food chains out there, it was its “fastness” that gave strength in the business. Adopting the “build-your-own-burger” service that can presumably slows down the service can cause the loyal customers dissatisfied.
There will be a better chance of growth for McDonalds if it focuses and develops its strength in stead of competing in the section where the business does not have solid stands.
Reference:
Patton, Leslie. “Made to Order: McDonald’s Tests Custom-built Burgers in Search of Growth.” The Globe and Mail. EDC, 15 Sept. 2014. Web. 16 Sept. 2014.
Subramanian, Courtney. “Customize Me: McDonald’s Testing Biggest Burger Change in Decades | TIME.com.” Business Money Customize Me McDonalds Testing Biggest Burger Change in Decades Comments. N.p., 20 Nov. 2013. Web. 16 Sept. 2014.
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