Marketing Case Studies

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Case Study #1 McDonalds “Seniors” Restaurant Evaluate Suzanne Drolet’s current strategy regarding senior citizens. Does this strategy improve this McDonald’s image? What should she do about the senior citizen market-that is should she encourage, ignore, or discourage her seniors? What should she do about the bingo idea? Explain. Suzanne Drolet is the manager of a McDonald’s restaurant in a city that resides a lot of seniors. To attract seniors to McDonalds’s Suzanne has a $1.99 breakfast special every fourth Monday. Between 100-150 seniors were attracted initially by that monthly breakfast special for people aged 55 and older. Perhaps this was a great idea, many of the senior citizens come for breakfast daily, and this has generated an increase of revenue between the hours of 9:00 am to about 11:30 am. Most of the senior citizens are gone before the lunch crowds at 11:30, however, some stay until at 3 p.m. This is an even greater factor for Suzanne’s restaurant. McDonald’s strengths are an established fast food restaurant with a friendly caring staff. Suzanne’s employees embrace that philosophy by being friendly to the seniors. Another plus is the seniors are friendly and neat and someone that is not a regular would perceive the place as a friendly place. Further they are neater than most customers and clean up after themselves. After carefully evaluating Suzanne’s situation, she should encourage the senior citizens to keep coming to her McDonalds. Generally, McDonald’s targeted audiences are kids. Normally, because it is a fast food restaurant, customers are expected to eat and run. Many parents are on the run with their kids. So, the concept of fast food is not taken away, however, it creates a comfortable and fun setting for the senior citizens, and those who eat at the McDonalds. The bingo idea is yet another great marketing strategy to satisfy the

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