Mcdonalds Senior Restaurant

Marketing Case I: McDonald´s “Seniors” Restaurant

Lisa Aham manages a McDonald’s restaurant located in a city with many seniors. She faces some marketing opportunities if she encourages this group of clients to continue meeting at her restaurant, but also she should consider the risks of focusing on this group.

Lisa has already identified an opportunity of offering a monthly low price breakfast plan and free coffee refills for her clients over 55 years old. This breakfast plan has encouraged many seniors to visit her restaurant daily. They enjoy the cheap meal and stay for several hours talking with people of their age while enjoying some coffee. These older customers are very friendly, most of them clean up their tables before leaving, and leave McDonald’s before the restaurant starts to be crowded.

Lisa is concerned that her restaurant can be known as the restaurant for “old people”, which might discourage some young customers to visit it. She also worries the image the restaurant is projecting, taking into account that McDonald’s is a fast-food restaurant. There begins the key question, she should continue to focus the marketing strategy on senior customers or she needs to develop a strategy that focuses on a mass market?

McDonald’s is the world’s largest fast food group who serves around 68 million people per day. The brand mission is to be the customer’s favorite place to eat and drink. Their worldwide operations are aligned around a global strategy called the Plan to Win, which focuses on an extraordinary client experience. The company considers that the customers are the reason for their existence, and tried to demonstrate their appreciation by providing them with high quality food and a greater service.

Lisa actions are in line with McDonald’s corporate culture and philosophy. She has achieved some success in adapting those corporate philosophies and combining them with elements of the marketing mix in order to fulfill the business objectives and...