2. Consumer profile
Who McD targets vs.WHO is following
• Visitors cluster in the 18-to-34 range
• Households earning less than $60,000
• Behavioral Segment type “J03,” “the struggling
city centers with low income households living
in the South” – MOSAIC
• EXAMPLES from FB
3. Customer Satisfaction
"We place the customer Customer Service
experience at the core of Responses
all we do"
Negative
100% Feedback
customer Positive
satisfaction Feedback
4. High and low rankings
• Consistently ranks near the bottom in
quality perception when compared with
rivals, taste quality, healthfulness, friendliness
• Consistently ranks high on convenience and
price, variety, indulgence, kid
appeal, affordability
5. Food Quality
• My GPA is more than your meat • “McDonald's successfully serves
quality. Fact, Mcdonalds makes quality food to millions of
you fat. customers every day”
• scrap meat soaked in ammonium
hydroxide and ground into a pink • “100% pure beef in our burgers”
meatlike paste • Before they’re World Famous
• It's more like mashed potatoes Fries, they’re world-class
from less than quality potatoes potatoes.
that couldn't be sold whole b/c
no one would buy them
• Just because you start with • Our commitment to quality food
"quality products" doesn't mean starts at the source. Meet some
you don't end up with an of the hard-working people
unhealthy product that tastes like behind your McDonald’s
crap. favorites
6. Obesity
• You would have to walk • McDonald’s has been
for seven hours straight engaging to ways it
to burn off a Super could play a role in
Sized Coke, fry and Big helping society address
Mac today’s obesity
concerns
• CHECK on McDonald’s • stricter sodium and
Website sugar criteria, zero
grams artificial trans fat
per labeled serving (for
kids products)
