In the beginning McDonalld’s was considered as a Family restaurant. Then they started positioning according to the kids as well by introducing new advertising of toys with their products such as “Happy Meal”. In the start they made certain special efforts to not allow it to convert into a teenage and adults (20 to 24 years of age) hangout place. Now youngster and adults has became so use to fast foods that McDonalds should also target them and try to position McDonalds as a place for all. They should target adults also because they can pay for quality and variety of products.
1) Demographic Segmentation: Kids, Family and Students
McDonalds offers different products like Happy Meal which includes a free toy for kids. For families it has made different outlets and meals which are suitable for takeaways and drive-thru. McDonalds has made its environment which is suitable for students of school to hang out with their friends and can get their lunch at McDonalds. 2) Psychographic segmentation: Convenience and lifestyle McDonalds has adopted itself according to the convenience and lifestyle of the consumers, they also made McDonalds as a place to relax and even for entertainment. 3) Behavioral segmentation: Occasions, for e.g. Birthday Parties of kids
The main target customer for McDonald’s includes:
Parents with young children
Perhaps the most obvious marketing for McDonald’s is its’ marketing towards children and the parents of young children. Ronald McDonald was first introduced in 1963 and marked the beginning of their focus on young children as a critical part of their ongoing business. Parents like to visit McDonald’s because it is a treat for the kids, and the kids enjoy the cartoon like atmosphere. Why do most kids enjoy McDonalds? A trip to McDonalds is in and of itself an adventure. There is the “fun center”, toys, food and the playground. Kids are lured into the restaurant because of the amenities. One perfect example of this are the happy meal toys. Children will rip open their happy meal to play with the cheap toy, often times forgetting about the food that comes with it. The frenzy even reached adults with the introduction of the Beanie Babies.
The key is to introduce a catch, or a reason for coming. A hamburger can be made at home, but the toy can’t. The experience is what sells to children. McDonalds carefully separates its advertising campaign to target both young and older audiences. When dealing with the older audience McDonalds focuses on the cheap and quick nature of the food. They have even introduced food that give the impression of being healthy (the McGrill for example).
McDonald’s also targets business customers as a part of their core business. Business customers may stop during the workday and can count on fast service, and consistently good food. Another major target of McDonald’s marketing is to teens. Teens find the value menu especially appealing and McDonald’s markets their restaurants as a cool place to meet with their friends and hang out. Short customer profile:
A parent with two children Visits McDonald’s to give the children a treat. Children want to visit McDonald’s as it is a fun place to eat. A business customer Visits McDonald’s during the day as service is quick, the food tastes great and can be eaten in the car without affecting a busy work schedule. Teenagers are attracted by the Saver Menu which is affordable, and the internet access available in restaurants.