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Mcdonals Case

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How are customer’s tastes changing in the fast-food industry? What impact do these changes have on McDonald’s?
There are lots of obese in America. In America we can go to a drive up window and receive a fast, hot meal in less than 3 minutes. Everything is about fast. Mc Donald’s captured lot of market when fast food trend started. But customers are now looking for healthy options. Customers are substituting healthy food for a quick cheap meal. A healthy diet, healthy habits, can change our life. Customers are trying to eat fish, chicken and vegetables to stay healthy.
Customers looking for better dining experience. They are looking to get food faster with high scale dining. They are also looking for quality salads and better quality food.
These changes are great for world, but it is decreasing the Mc Donald's profits.
Mc Donald’s changed their ambience and atmosphere to attract more people. They also added kid’s game area to attract more kids. Mc Donald’s added chicken items to their menu, also added more varieties to the menu. Mc Donald’s also started McCafe to attract coffee lovers.
Question 2: How well these changes in customer tastes and preferences being reflected in competitive strategies in the industry?
The restaurant industry is a mature, heavily segmented one from fine dining to fast food. This would indicate that the established restaurant chains – Burger King and Wendy’s specifically – are failing to come across with these customer preferences in their competitive strategies, opening the door to non-typical competitors. Starbucks food offerings are pre-packaged salads and sandwiches, and a small offering of hot sandwiches to complement their coffee selections. Their stores are comfortable places in which to work with wireless internet access available, work spaces, and comfortable seating.
McDonalds has differentiated its product through…...

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