McDonald's change themselves differently

下面为大家整理一篇优秀的assignment代写范文- McDonald's change themselves differently，供大家参考学习，这篇论文讨论了麦当劳的改变。逐渐激烈的竞争，让麦当劳意识到了危机，所以它开始修改菜单和店面设计，以吸引更年轻、更注重健康的顾客，推出新的健康菜单，并在菜单上都增加了食物的卡路里含量。另外，麦当劳还与健康一代联盟联手，在全球范围内努力增加消费者对水果、蔬菜、低脂乳制品和水的选择，帮助家庭做出明智的选择。

McDonald's Corporation (McDonald's) is a food service retailing chain operator. The stiff competition, changing consumer preferences may affect the company’s business and profitability.

How they are changing and/or marketing themselves differently?

They are taking three steps. Firstly, fast food chain McDonald is modifying its menu and store design in a bid to attract a younger and more health conscious clientele offering a new healthy menu comprising soups and salads along with burgers and fries. Meanwhile, it adds various kinds of healthy food, including 1% low fat milk jug, apple slices, vegetables, whole grain, 100% cage-free eggs, chicken with no artificial colors, flavors or artificial preservatives, 100% real beef patties with no fillers, additives or preservatives, and quality potatoes yielding premium taste.

Secondly, McDonald's adds calorie counts for all items on its menus in all restaurants. To meet customers’ increasing requirements of knowing more about the nutrition content of the food and beverages they order, it is pleased to make nutrition information available to our customers and employees.

Thirdly, McDonald joins forces with the Alliance for a Healthier Generation in a global effort to increase customers’ access to fruits, vegetables, low-fat dairy, and water options and to help families make informed choices. They have worked together on five commitments related to menu offerings, menu boards, packaging, and advertising directed to children.

Have their results been desirable?

By taking actions in the healthier items, McDonald’s enhances its brand image, client base and strengthens its top-line performance. On one hand, McDonald’s continual move to the health, such as disclosing calorie information builds the brand’s perception of being a leader of transparency. On the other hand, the company keeps its strength. During 2017, the company achieved strong growth in its comparable sales and guest count by 5.3% and 1.9% respectively.

Meanwhile, McDonald’s suffers in the process from increasing cost of the material to uncertainty of clients’ eating habit. In the pursuit of quality food, it leads to ever increasing expense while prices of items remain. What is more, to some extant McDonald’s takes risks as it is quiet uncertain whether the actions it takes influence clients’ eating habit.

What alternative courses of actions exist?

Desiring to get a closer understanding of its clients, McDonald’s changes gradually. As a result, customers still regard McDonald’s as a fast food provider. The sad truth is that the majority think fast food is unhealthy. There is a chance that clients remain the same attitude towards McDonald’s as unhealthy food while the cost of McDonald’s soars. Thus, it may have a direct impact if McDonald’s starts a new brand which specializes in healthy food for targeted clients, as children and working ladies.

What would you recommend as the best action?

In my opinion, the gradual change the McDonald’s takes maybe the best actions considering its 37241 restaurants operated or franchised and diversity of clients’ eating habits. It is more appropriate and financial-reasonable to change step by step.

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