McDonald's opened the first restaurant in Singapore at Liat Towers on Orchard road in October 1979. Its aim is to offer friendly fast food in a fun environment for everyone to enjoy. Its target markets are families, because children want to visit McDonald’s as it is a fun place to eat, working people who are looking for a quick meal because of their busy schedules, and teenagers who are looking for the value for money menus and free internet access available in some restaurants. McDonald’s target segments are also based on psychographic segmentation such as convenience lifestyle and behavioral segmentation such as occasions, e.g. birthday parties of kids (McDonald’s Singapore 2013)
There are two types of McDonald’s competitors, direct competitors such as Burger King, Mos Burger and Carl’s Junior and indirect competitors including KFC, Subway and Pizza Hut.
In 1982, Burger King started operations in Singapore through the opening of its first restaurant at Peninsula Plaza. Today, Burger King has 40 restaurants in Singapore. Burger King claim to provide customers with a great dining experience in the areas of convenience, excellent service and friendly surroundings as well as wide range and unique menu options. The Whopper is the burger which has become an iconic burger for the ages and boasts generations of fans worldwide. Customers are also able to customize their food orders at the drive-through window. Burger King’s encourages their customers to ask for whatever they want as a tagline “Have it your way.” The brand has consistently increased the number of loyal customers and the frequency of their visits (Burger King Singapore 2010).
Burger King has conducted a taste test between the Whopper and the Big Mac in locations that have never heard of Burger King or McDonald’s in remote regions within Romania, Greenland and Thailand. Locals were asked to eat a piece of each burger and say which one they preferred. The study found that the Whopper was preferable than the Big Mac. However, there was a controversial issue regarding the results because the study was conducted by people who work for Burger King (Patrick 2008).
Mos Burger originated in Japan. As of March 2013, there have been 1743 branches operating in 9 countries; Japan, South Korea, Taiwan, Hong Kong, Thailand, Indonesia, China, Australia and in Singapore where there are 28 branches. Mos Burger sells a wide variety of unique and original burgers and the main selling menus items are Takumi and Rice Burgers. It also offers the local specialties including vegetarian and seafood burgers. Mos Burger is continuing to expand to countries around the world (Mos Burger Singapore 2013).
Instead of trying to sell “Americanism” to Singaporeans, McDonald's communication seeks to insert the brand into Singaporean sets of values which are national culture, education, family and the use of Mandarin (Chua Beng-Huat, 2000, 187-198).
McDonald's has launched a new campaign "Lovin' McDonald's Moments" which sought to blend together value, innovation and brand experience with its consumers. The series of commercials features a collection of nine short stories broadcasting to capture insightful "love" moments depicting Singaporeans' inimitable connection with the brand. The aim is to signify the special bond McDonald’s has with its customers. The campaign has been launched in phases and across various media channels to deliver the company message (Burrowes, Ben. 2009). Apart from traditional media, McDonald’s also communicates to its customers via social media such as Facebook and Twitter (McDonald’s Singapore 2013).
In 2009, McDonald’s...