Marketing Plan On Mc Donalds

McDonalds (Marketing plan - phase 2)

“The UK fast-food market is worth an estimated £7.82 billion annually (Keynote, 2003),

amounting to an average spend of £20/month per adult (McDonald, 2003). Due to busier consumer lifestyles and dual-working families with children, emphasis is increasingly being placed on quick meal solutions (Atkins and Bowler, 2001). This has

resulted in a market growth of 19 per cent in fast food since 1998 (Keynote, 2003). UK

consumers tend to regard convenience and wholesomeness as polar opposites, rather

than a complementary type of food value (Jack et al., 1997, 1998). Moreover, a greater volume of fast food is consumed in the UK than in any other country in Europe (Schlosser, 2001).” (Schroder, McEachern; 2005)

“There are a wide variety of elements in the UK’s retail catering industry but fast food is perhaps the most prominent, the most dynamic and the most rapidly growing. While there are variations in the specific styles adopted by the fast food operators a number of general defining characteristics can be identified. Fast food outlets offer a simple and fairly restricted menu within a carefully controlled operating system. A variety of burgers in a bun, fried chicken, french fries and to a lesser extent pizza and baked potatoes provide the main course. Typical desserts are ice cream and fruit pies and the drinks range includes milk shakes, fizzy drinks and tea and coffee. Customers queue up to be served at a counter, the aim being to serve a large number of people with the minimum of waiting time and most operators look to serve customers within three minutes of their entry onto the premises. The food is sold in disposable packaging without cutlery. Some operators offer facilities for customers to consume their food on the premises while others tend to cater more for the take-away trade”. (Jones, Shears, Hillier, Clarke-Hill, 2002)