McDonald’s Marketing Mix
The McDonalds story started in 1948 when the McDonald brothers opened their first restaurant in California, selling only hamburgers. Then, in 1961 Kroc bought out the McDonalds brothers and by 1965 he had already franchised 700 McDonald restaurants around the United States. Now there are 32,000 McDonald’s around the world employing about 1.6 million people and bringing in a revenue of about $23.5billion. McDonald’s is actually one of the few corporations doing well and still expanding during the recession. A lot of their success is due to their marketing mix, which we will discuss in this paper. Product:
McDonald’s originally only sold hamburgers. Although they are still based on hamburgers, they offer a lot more now. They offer ten different types of hamburgers, two of them being their signature hamburgers- the Big Mac and the Quarter Pounder. They also offer four different types of chicken sandwiches, a whitefish fillet sandwich, and a boneless pork sandwich called the McRib. Aside from their sandwiches their menu has the snack wrap, which is white meat chicken breast wrapped in a flour tortilla, chicken McNuggets, and salads to try and create a healthier image for the fast food restaurant.
McDonald’s has also reached out to children by creating a children’s meal called the “Happy Meal.” A happy meal includes an entrée that can be a hamburger, cheeseburger, or a four or 6 piece chicken nuggets. The meal also includes a side order of either fries or sliced apples with caramel dip, and a beverage that can be white milk, chocolate milk, boxed apple juice, or the traditional soda. The happy meal also comes with a toy that is usually a product tie-in with a popular movie or TV show.
As for beverages, McDonald’s primary soft drink provider is the Coca-Cola company, unless the restaurant is in a location that is under contract with PepsiCo; for example, Mall of America. Kraft, Gavina, and S&D Coffee supply McDonalds with their Premium...
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