Mcdonalds Case Essay

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Case Study 2: McDonald’s “Seniors” Restaurant Current Strategies & Results McDonald’s is one of the world’s leading fast food chains operating about 32,478 restaurants around the world restaurants (Business Week, March 8th, 2010). Fortune magazine ranked McDonald's #1 for social responsibility in 2007’s list of Most Admired Food Service Companies (Fortune, 2007) also # 1 in terms of people management in 2009 (Fortune, 2009) . Quinn took number of steps in accordance with McDonald’s corporate philosophy of giving back to the communities it serves. Monthly Special. Every 4th Monday of the month, the restaurant offers breakfast specials for people aged 55 and older. This includes $1.99 for meals and free coffee refills. Obviously, this special promotion strategy is targeting the city’s huge senior population. Today’s seniors are more prosperous than ever before (Perreault, Cannon, & McCarthy, 2009, p. 140). They have considerable about of flexible time and most of them higher disposable income compared to their predecessors. An interesting thing to note is that those people aged fifty-five through sixty-four spend a per capita average of $1,164 per year on food away from home, while those sixty-five and over spend about $801 annually (Knutson, Elsworth & Beck, 2006, p. 61). In fact, these people above 55 spend more per capita on food away from home than the national average (Knutson, Elsworth & Beck, 2006, p. 61). This makes them an extremely lucrative market for restaurateurs. One can say that Quinn’s current monthly promotion strategy is working very effectively as about 100-150 seniors jam her McDonald’s not just every fourth Monday, but almost every morning. Senior discounts and memberships are highly effective ways of reaching the 55+ mature consumers (Moschis, Bellenger & Curasi, 2003, p. 16) and Quinn has leveraged this marketing tactic very

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