This document summarizes market research on a proposed new McDonald's product that would allow customers to design their own hamburgers by choosing ingredients themselves in a self-service format. Researchers surveyed 15-35 year old men and women in Buenos Aires about their McDonald's eating habits, preferred burger ingredients, sauce preferences, and how much they would pay for the customizable burger product. The conclusion is that while 47.06% of respondents were interested in the proposed self-service concept, the majority indicated they would not purchase the new product.

1. Business Market
Research
By: Olivia Arcuri, Damasia Maffi,
Greta Matienzo, Maria Paula Tear

2. Aim
• To see how successful our new
product will be.

3. Product
• The possibility of designing your own
hamburger and choosing your own ingredients
in self-service.

4. • Target: 15 to 35 year-old men and women
• Place: Streets of Recoleta, Buenos Aires

5. Do you eat McDonald’s hamburgers?

6. Frequency

7. Which vegetables do you like a
hamburger to have?
• Tomato
23
• Lettuce
18
• Onion
15

8. • Cucumber
8
• Sweet Pepper
5
• Other
4
• None
5

9. Would you prefer to put the ingredients
yourself or to have a McDonald’s employee do
it for you?

10. Ketchup: 17 Mustard: 3 Mayonnaise: 11
50% 8.82% 32.35%
Which sauce do
you consume more?
All: 2
None: 5 5.89%
Barbeque: 7 14.71%
20.5%

11. How much would you pay for this
product?

12. Conclusion
• We can conclude that 47.06% of the people
we interviewed would be happy to buy our
new product because they are in favour of the
idea of self-service and the selection of
ingredients. However, we found out that the
majority of the consumers would not buy our
product.