PowerPoint Presentation

McDonalds

Worlds largest chain of hamburger fast foodFranchised restaurants operating in 122 countriesServes more than 65 million customers

Core Brand Values

QualityServiceConvenienceCleanliness

Focus shifted to expansion in 1980s to early 2000s.Complaints of sluggish service, bad quality and unclean restaurants increased.

Developing Brand Equity

Creative advertising using characters like the Hamburgler, Mayor McCheese and Ronald McDonaldPromising a fun filled experience

High quality and enjoyable food experience A place to relax and catch-up

Affordable foodSpecial low cost menu

Region specific food to cater to local tasteVarying prices according to different regions

Providing healthier food items on menuTrying to move away from tag of unhealthy food

Three major programs: Ronald McDonald House, Ronald McDonald Family Room, and Ronald McDonald Care MobileGiving back to the society

Evolving with Changing Times

Customizing restaurantsMore welcoming setting: warm and cozy appearanceZones to fulfil different needs

McCafe to compete with coffee shopsDrive thru and happy meals etc. to innovate and stay relevant

Risks in Future

Fast food as an unhealthy choiceHealthier options like Subway being preferred

Competition from local outlets and similar brandsBurger King, Pizza Hut etc. gaining market share

Changing tastes and inclinationsBrands offering extensive food options

Summary

DisclaimerCreated by Priyanshi, IIT Delhi, during a marketing internship, by Prof. Sameer Mathur, IIM Lucknow