Process analysis essay structure and development

¶ … marketing strategy of McDonald's

The message of healthy eating seems to have permeated our entire culture. The need to 'eat less and move more' is proclaimed everywhere in public service announcements. The White House has even instituted a campaign called 'Let's Move' to encourage healthy eating amongst young people. The obesity rate amongst young children is particularly worrisome, given that obese children are likely to grow into obese adults with chronic health problems. Yet the fast food chain McDonald's, which has long been criticized for its unhealthy food offerings, has been able to craft an effective marketing strategy that has enabled it to withstand its harshest cultural critics.

The first critical component of McDonald's marketing strategy is market segmentation. Although McDonald's products are popular all over the world, McDonald's is acutely conscious of the need to build a core audience and tailor its message to specific consumers. A key market segment is children. Although not actually purchasers of the food themselves, children can use 'the nag factor' to urge reluctant and guilty parents to take them to McDonald's for a Happy Meal. Children can become consumers for life because eating fast food quickly becomes a habit.

McDonald's also targets minority communities, because these populations are growing at a rapid rate, tend live in neighborhoods densely populated with fast food restaurants, and like the budget-friendly focus of McDonald's. Recently, McDonald's "doubled the spots designated for minority franchisees on the national advertising committee, which advises on and approves ads. McDonald's also uses a disproportionate number of blacks, Hispanics, and Asians in focus groups" (Helm 2010). Advertisements prominently feature minorities and also stress the low-cost nature of McDonald's by promoting its dollar menu.

McDonald's has been diversifying its menu offerings with the intention of creating more regular customers and to deflect criticism about health concerns. Although most people come to McDonald's for the burgers and fries, McDonald's offers salads and low-calorie options to make consumers feel a little bit better about dining beneath the Golden Arches. To make moms feel virtuous when getting fast food for their children, McDonald's offers sliced apples that can be dipped in sauce with Happy Meals and moms themselves can order salads when dining with their kids. Of course few people eat the healthy food at McDonald's -- "47% of Americans say they want healthier restaurant options, but only about 23% actually order them" -- but having the option often makes people feel better about going to the restaurant. It may encourage a group of friends to go there, reducing the veto power of the one healthy eater or dieter in the group who says there is nothing for him or her to eat (Melnick 2011).