McDonalds Promotional Objectives
The companies’ main objective is to be the family restaurant that
people enjoy more.
Apart from wanting to be the world’s best quick-service restaurant,
McDonalds have the following objectives:
· Development: Lead the Quick Service Restaurant market by a program
of site development and profitable restaurant openings, and by
attracting new customers. Increasing sales through promotions will
enable them to continue their program of expansion.
· Menu. McDonalds have an objective to continual enhance and improve
their menu. This will better satisfy their customers and give
customers more reason to visit. Many ideas for new items on the menu
come from the franchisees responding to customer demand. Consumer
tastes change over time and McDonalds has to respond to these changes.
The introduction of the Egg McMuffin in 1971, for example, meant that
McDonald’s could cater for the breakfast trade.
· Our People: Achieve a competitive advantage through people who are
well motivated and feel part of the McDonald's team in achieving the
company's objectives. Their objective of good staff and training is
highlighted in their training by having a goal “every minute of every
hour – make customers glad they came”
Under this objective is McDonalds commitment to its franchisees, it
recognises that the success and profitability of McDonald’s is linked
to the success of the franchises. A highly qualified team of
professional consultants offers continuous support on everything from
human resources to accounting and computers.
· Restaurant Excellence: Focus on consistent delivery of quality,
service and cleanliness through excellence in our restaurants. Also
taking into account changing attitudes. This will ensure that
customers go away pleased with the service they have received.
· Operating Structure: Optimise restaurant performance through the
selection of the most appropriate operating, management and ownership
structures. McDonalds have an objective to grow earnings per share
between 10% and 15% in each of the years – 1997 to 2002. They have
achieved this to date and are confident that this objective will
continue. It is important to please shareholders by financial gains
and stability, so that they will continue their investments with
· The Brand: Continue to build the relationship between McDonald's and
our customers in order to be a genuine part of the fabric of British
society. Continual promotion is needed to build sales and image, and
creates awareness of the products and the organisation.
The following is an Extract taken from McDonalds Marketing Plan which
outlines how they try to achieve their promotional objectives
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