McDonald’s is making its first wide spread renovations since the introduction of play places in the 1980’s. What is the reason for this change? McDonald’s is targeting a new market segment, the young adult. McDonald’s has come up with a new strategy to market to this new demographic: a new interior design for all of its restaurants. After recognizing the success of Starbuck’s café style design on this demographic, McDonald’s has decided to add lounge chairs, a more muted colour palette and even plasma TVs.
The McDonald’s brand name is powerful, but it is associated with kids, plastic toys and cheap, fast food. It will be difficult to change its image in the eyes of its consumers. With a recent shift in consumer preferences towards more healthy food, it was inevitable that McDonald’s would have to change it’s advertising. However, targeting a new market segment entirely is a risky strategy. This change will obviously affect its attraction for kids, who have been McDonald’s loyal consumers for years.
View a slideshow of McDonald’s new design:
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