Mt355 Unit 4 Assignment
Page One
Unit 4, Assignment
Jason Martinez
MT355-01, Marketing Research
Professor: Theodore Alex
Kaplan University
June 09, 2015
Page Two External Secondary Research McDonald’s has over the years, in spite of their tremendous growth, been given a bad reputation for serving unhealthy meals. For McDonald’s marketing has always been about flavor and never really about health. McDonald’s only concern when it comes to health is that their food is as fresh as it can possibly be. This marketing effort has been driven by consumer demand. People wanted good tasting food at a reasonable price and they wanted it as quickly as possible. Consumers and fast-food establishments are now realizing the health risks involved with this type of thinking when it comes to food choices (Amador, 2013). Consumer demand is now shifting from taste to taste and health. My …show more content…
suggestion is this. McDonald’s should add teas, healthy smoothies, and salad combination meals to their menu. Healthy fast-food restaurants are gaining in popularity and are eventually going to affect McDonald’s profit margins. McDonald’s needs more healthy choices on their menu (Shan Li, 2014). Tea is becoming most popular in the United States (U.S.). Tea sales have grown in the U.S. market from just under $2 billion to $10 billion in just twenty years’ time. The demand for tea is growing at a faster rate than coffee (Ferdman, 2014). McDonald’s restaurants offer value meals at a discounted price but no healthy value meals are offered. To order the healthy menu items separate costs the consumer a little more money than a combination meal would. This gives the consumer the idea that healthier meals cost more and that McDonald’s does not care about their consumers demand for health (Shan Li, 2014).
Page Three Healthy fast-food restaurants are gaining in popularity and already starting to take a good size share of the market. Restaurants such as Lyfe Kitchen, Tender Greens, and Veggie Grill are growing and expanding at a rapid pace because of the demand for healthy and tasty fast-food choices. These restaurants offer salads, teas, and smoothies at competitive prices to what McDonald’s offers (Shan Li, 2014). Fast-food has always been a popular and novel idea in the U.S. and the demand is high but consumers also want healthy choices. McDonald’s has always answered the call of consumer demand but is now falling behind and if they do not commit to healthier choice options on their menu they will ultimately loose revenue to competing healthy fast-food restaurants (Amador, 2013). If one takes a look at how successful healthy fast-food restaurants have become and look at the rapid pace of the growth of these restaurants one can see how a transition from traditional menu items to healthier menu items can only result in success.
Consumers want great tasting health food at a cheap price and they want it fast (Shan Li, 2014).
References
Brown, Tom. Basic Marketing Research, 8e, 8th Edition. Cengage Learning, 2014. VitalBook file.
Page Four
Shan Li. (2014, November 2). Bye-bye, burgers: New fast-food chains bet on healthy eating - LA Times. Retrieved from http://www.latimes.com/business/la-fi-healthy-fast-food-20141102-story.html#page=1
Toby Amador. (2013, October 21). Has Fast Food Become Healthier? - US News. Retrieved from http://health.usnews.com/health-news/blogs/eat-run/2013/10/21/has-fast-food-become-healthier
Roberto A. Ferdman. (2014, September 3). America is slowly—but surely—becoming a nation of tea drinkers - The Washington Post. Retrieved from
http://www.washingtonpost.com/blogs/wonkblog/wp/2014/09/03/america-is-slowly-but-surely-becoming-a-nation-of-tea-drinkers/
Unit 4, Assignment
Jason Martinez
MT355-01, Marketing Research
Professor: Theodore Alex
Kaplan University
June 09, 2015
Page Two External Secondary Research McDonald’s has over the years, in spite of their tremendous growth, been given a bad reputation for serving unhealthy meals. For McDonald’s marketing has always been about flavor and never really about health. McDonald’s only concern when it comes to health is that their food is as fresh as it can possibly be. This marketing effort has been driven by consumer demand. People wanted good tasting food at a reasonable price and they wanted it as quickly as possible. Consumers and fast-food establishments are now realizing the health risks involved with this type of thinking when it comes to food choices (Amador, 2013). Consumer demand is now shifting from taste to taste and health. My …show more content…
suggestion is this. McDonald’s should add teas, healthy smoothies, and salad combination meals to their menu. Healthy fast-food restaurants are gaining in popularity and are eventually going to affect McDonald’s profit margins. McDonald’s needs more healthy choices on their menu (Shan Li, 2014). Tea is becoming most popular in the United States (U.S.). Tea sales have grown in the U.S. market from just under $2 billion to $10 billion in just twenty years’ time. The demand for tea is growing at a faster rate than coffee (Ferdman, 2014). McDonald’s restaurants offer value meals at a discounted price but no healthy value meals are offered. To order the healthy menu items separate costs the consumer a little more money than a combination meal would. This gives the consumer the idea that healthier meals cost more and that McDonald’s does not care about their consumers demand for health (Shan Li, 2014).
Page Three Healthy fast-food restaurants are gaining in popularity and already starting to take a good size share of the market. Restaurants such as Lyfe Kitchen, Tender Greens, and Veggie Grill are growing and expanding at a rapid pace because of the demand for healthy and tasty fast-food choices. These restaurants offer salads, teas, and smoothies at competitive prices to what McDonald’s offers (Shan Li, 2014). Fast-food has always been a popular and novel idea in the U.S. and the demand is high but consumers also want healthy choices. McDonald’s has always answered the call of consumer demand but is now falling behind and if they do not commit to healthier choice options on their menu they will ultimately loose revenue to competing healthy fast-food restaurants (Amador, 2013). If one takes a look at how successful healthy fast-food restaurants have become and look at the rapid pace of the growth of these restaurants one can see how a transition from traditional menu items to healthier menu items can only result in success.
Consumers want great tasting health food at a cheap price and they want it fast (Shan Li, 2014).
References
Brown, Tom. Basic Marketing Research, 8e, 8th Edition. Cengage Learning, 2014. VitalBook file.
Page Four
Shan Li. (2014, November 2). Bye-bye, burgers: New fast-food chains bet on healthy eating - LA Times. Retrieved from http://www.latimes.com/business/la-fi-healthy-fast-food-20141102-story.html#page=1
Toby Amador. (2013, October 21). Has Fast Food Become Healthier? - US News. Retrieved from http://health.usnews.com/health-news/blogs/eat-run/2013/10/21/has-fast-food-become-healthier
Roberto A. Ferdman. (2014, September 3). America is slowly—but surely—becoming a nation of tea drinkers - The Washington Post. Retrieved from
http://www.washingtonpost.com/blogs/wonkblog/wp/2014/09/03/america-is-slowly-but-surely-becoming-a-nation-of-tea-drinkers/