McDonalds's Marketing Techniques to Target Young People and Menu Evaluation
Component 2: 9.C PDHPE Katie Kershaw This extended response will examine how McDonald’s targets young people to consume their products using a range of marketing tools. It will also evaluate how the McDonald’s menu performs with respect to the Dietary Guidelines for Children and Adolescents. McDonald’s is Australia’s largest fast food chain with over 900 restaurants serving more than
1.7 million Australians per day. It makes full use of a range of marketing tools and strategies and these overwhelmingly target children and youth. From advertising methods, reputation, store visibility and location through to the store environment and actual products and pricing,
McDonald’s aims to engage young people. The children and youth of today are immersed in digital technology daily and are the obvious target for digital marketing strategies, given their avid use of mobile phones and social networks such as Facebook and Twitter. McDonald’s targets youth through advertising on websites and social media that are particularly popular amongst young people. McDonald’s stores are easily identified by their uniform shop front designs and their locations in easily visible and high traffic areas. The store environments themselves also appeal to young people. Food is ordered and served quickly both through the counter and the drive through. The vibrant colours mainly red and yellow, appeal to children as fun and food associated and colourful playground areas provide children with entertainment. Clean tables and toilets are an added incentive for parents to choose a McDonald’s outlet as an eating venue for their families. McDonald’s constantly updates its special offers and promotions. The menu is always changing to meet current fads, trends and consumer preference (for example, the new BLT McMuffin).
Young people particularly enjoy this approach. McDonald’s uses merchandise tieins to appeal to children who are aware of current trends and
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1.7 million Australians per day. It makes full use of a range of marketing tools and strategies and these overwhelmingly target children and youth. From advertising methods, reputation, store visibility and location through to the store environment and actual products and pricing,
McDonald’s aims to engage young people. The children and youth of today are immersed in digital technology daily and are the obvious target for digital marketing strategies, given their avid use of mobile phones and social networks such as Facebook and Twitter. McDonald’s targets youth through advertising on websites and social media that are particularly popular amongst young people. McDonald’s stores are easily identified by their uniform shop front designs and their locations in easily visible and high traffic areas. The store environments themselves also appeal to young people. Food is ordered and served quickly both through the counter and the drive through. The vibrant colours mainly red and yellow, appeal to children as fun and food associated and colourful playground areas provide children with entertainment. Clean tables and toilets are an added incentive for parents to choose a McDonald’s outlet as an eating venue for their families. McDonald’s constantly updates its special offers and promotions. The menu is always changing to meet current fads, trends and consumer preference (for example, the new BLT McMuffin).
Young people particularly enjoy this approach. McDonald’s uses merchandise tieins to appeal to children who are aware of current trends and
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