McDonalds Experience

- Marketing Research -
 About McDonalds
McDonald's is the world's largest chain of hamburger fast food restaurants,
serving around 68 million customers daily in 119 countries across 36,535
outlets. Founded in the United States in 1940, the company began as
a barbecue restaurant operated by Richard and Maurice McDonald. In 1948,
they reorganized their business as a hamburger stand using production line
principles. Businessman Ray Kroc joined the company as a franchise agent
in 1955. He subsequently purchased the chain from the McDonald brothers
and oversaw its worldwide growth.
 A McDonald's restaurant is operated by either a franchisee,
an affiliate, or the corporation itself. The McDonald's
Corporation revenues come from the rent, royalties, and fees
paid by the franchisees, as well as sales in company-operated
restaurants. There are currently a total of 6,444 company-owned
locations and 30,081 franchised locations, including 21,147
locations franchised to conventional franchisees, 5,529
locations licenced to developmental licensees, and 3,405
locations licensed to foreign affiliates, primarily Japan
 Why we chose McDonalds?
Because of Ronald.
Actually we chose McDonalds because
everyone had eaten at least once from
them and the experience was a good one
or maybe a bad one, thats why we want
to know who likes them and what
improvements should be made. Our
group of respondents it should be one of
students because they are eating very
often from fast foods. Also we saw a big
problem for them in Romania, people
prefer to eat from
KFC more.
 About the survey
Our survey is a short one, it lasts 3 minutes, has 14 questions. We preferred
a short survey because people are getting bored quickly and we wanted to
have as many surveys done completely. Three of them are general
questions about the respondent (gender, age and current activity); after this
three we have 5 questions about fast food in general and we ending the
survey with 6 questions about McDonalds restaurants and products.
 Until now we succeeded to have 52 respondents.
To be more clear we will explain the results using the
questions from survey.
So
Q1: What is your gender?
Male (25%)
Female (75 %)
Q2: What is your age?
Under 18 (27 %)
Between 18 and 25(67 %)
Between 25 and 35 (0%)
Over 35 (6 %)
Q3:What is your current activity?
Part-time job (7%)
Full-time job (6%)
Student (85%)
Unemployed (2%)
Q4: How often do you eat fast-food?
Everyday (0%)
At least once a week (46%)
At least once a month (43%)
At least once a year (8%)
Never (3%)
Q5:When do you prefer to go to a fast-food restaurant?
In the morning (2%)
At lunch (38%)
In the afternoon(42%)
In the evening(18%)
Q6:Why do you choose to eat fast-food?
There are many restaurants to choose from (11%)
Large variety(19%)
It tastes good (32%)
It is cheap (35%)
Others: its quickly (3%)
Q7: How much do you spend, on average, on one meal at a fast-
food?
Less than 10 RON (19%)
Between 10-25 RON (76%)
Between 25-50 RON (5%)
More than 50 RON (0%)
Q8: Which fast-food restaurant do you prefer?
McDonald's (50%)
KFC (38%)
None of these (12%)
Q9:From 1 to 5, how would you evaluate McDonald's products?
1 (2%)
2 (13%)
3 (43%)
4 (19%)
5 (23%)
Q10: What do you like the most at McDonald's? *
The ambient in the restaurant (14%)
The variety of products (34%)
The affordable prices (19%)
The fast serving (23%)
The McDrive option (8%)
Others: none (2%)
Q11: What do you think about the breakfast menus served at
McDonald's?
I like them (46%)
I dislike them (19%)
Never tried (35%)
Q12: How often do you try limited edition products at
McDonald's?
Every campaign (6%)
Sometimes (67%)
Never (27%)
Q13: Overall how do you perceive the McDonald's price/quality ratio?
1 (2%)
2 (12%)
3 (36%)
4 (36%)
5 (14%)
Q14: Do you have any suggestions for the improvement of McDonald's
quality?
No
More skilled chefs, lower prices, cheaper products. (2%) (one
person)
No more hair in food bro (2%) (one person)
 Results
(summary)
After a lot of numbers, we can say the next things:
-people eat fast food at least once a week
-the majority prefer to have fast food in the afternoon
-we choose fast food because its cheap
-spend around 10 and 25 lei on a meal
-people prefer McDonalds more than KFC or other fast foods (Surprising!)
-the products of McDonalds are between bad and good, lets say acceptable
-customers are coming to eat at McDonalds because they have a variety of products
-the breakfast menu offered by McDonalds its liked by the clients
-sometimes the limited editions are tasted by customers
-people say that ratio between price and quality its a good one
-also clients need to have more skilled chefs, lower prices, cheaper products and a
more hygienically space
 To resume our presentation we can say that
McDonalds should work
on attracting people, they can do that by
making some special offers in the afternoon, by
increasing the quality of products, by making
from their stores
a better place to eat and to promote their limited
editions more.
We found out that people dont appreciate
McDonalds because of the quality
of products and we think that this is the most
important thing that
company have to focus.