Customer Satisfaction is becoming an important factor in the fast food restaurant offering. McDonald’s also primary focus is on making the service fast, accurate and efficient. The fast food outlets are been internationalized including cross border transfers and techniques (Kara, Kaynak, Kucukemiroglu: 1997). Putting nutritional value over every meal such as counts for proteins or fats or definitely the calorie counts will increase the sales in certain products too. Thereby people know for sure what is going into their body. “Products and Services geared to consumer interest in health, safety and environment have been playing an increasingly important role in the franchising industry of the 1990’s” (Kara, Kaynak, Kucukemiroglu: 1997). Fastest growing market segment according to the research are Mexican dishes. McDonald’s should think about coming up with a global menu, for example along with the British there is a huge population from other countries such as Asians, Africans, Eastern Europeans, etc. so they could have monthly promotions of one such dish from different countries so that there is always a change in the menu and people are looking forward to what’s coming next. This is a good way of bringing the world food under one roof and this way McDonald’s is attracting a wider range of customers. They could adapt this strategy worldwide even to the Asian countries like India as (Kara, Kaynak, Kucukemiroglu, 1997) “food diversity in India is an implicit characteristics of India’s diversified culture consisting of different regions and states within” (Goyal, Sen: 2007). They could face limitations in different countries such as a substitute for beef and pork with vegetarian menu in India. These limitations can also just help in creating variation in the menu, but in a diversified country like India which is getting influenced by the western culture and these days where people are ready to experiment and try different food willingly this concept of global food menu may turn out to be a great idea. They could combine these ideas with an option of healthy food such as creating a Chinese salad or an Indian style barbeque chicken salad in this way they are opening doors to wide range of customers who are health conscious and do not go to places like McDonald’s only because they believe in eating no junk food. McDonald’s has always targeted children and youngsters. There is a belief and research shows that an average American child eats potatoes in the form of fries as one of the only few vegetables in their diet.
“McDonald’s targets at different segments of the market especially young children which constitutes the future and loyal customers” (Markatos: 2006). McDonald’s have always targeted young children for example, giving away toys with happy meals is one of their biggest attractions for the kids. Also, lot of McDonald’s vicinity has a playing area just for the kids. Parents like to get their kids to such places as they could have a peaceful meal while the kid is right in front of them playing in the playing area. This also gives a good chance for the kids to learn to socialize with other kids of their age. Distributing random balloons is a good marketing strategy for McDonald’s and a good attraction to the kids. Now, by serving healthy food they also get a chance to target the segment which they did not focus much before i.e., the adults. In this way they will get customers of different ethnic backgrounds but also different age grou
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