Mcdonald’s “Seniors” Restaurant

I think that Lisa Ahm’s strategy improves her McDonald’s image, because it actually makes it more appealing for an important segment of her potential market. If Lisa ignored or discouraged her seniors just in order to stick to some preconceived characteristics of her restaurant (a fast-food restaurant, targeting mostly to young people), she would discourage or ignore a potentially profitable target market. That means that she would miss a good opportunity to increase her profit. Discourage or ignore the senior market would mean to adopt a product-oriented attitude. On the contrary, Lisa is showing a marketing orientation and a good application of the marketing concept: she is trying to aim all her company’s efforts at satisfying her costumers, at a profit. That is why offering bingo is a good idea. It will increase the costumer’s satisfaction and increase the costumer value, despite the $5 dollar charging. The bingo will offer some extra value: amusement and socialising opportunities for the seniors

The bingo is also a good idea in order to optimize the profit: charging $5 each and using the party room area will solve the problem of seniors spending a similar amount of money to the average’s costumer’s purchase, but using the facilities for a much longer time. Gathering seniors in the party room area will also make other potential customer perceive the restaurant as less crowded, but the presence of so many customers will anyway increase the restaurant’s image as a friendly place. Moreover, using the party room and 2 underutilized employees will mean putting the total company effort in satisfying the customer and it will also optimize the profit gained from the resources available.

Therefore, if Lisa apply this strategy, she will offer a superior customer value to her seniors. This will likely attract more senior customers and retain them. More senior customers will be attracted by her restaurant, if she is able to satisfy her needs. More of them will come...