CASE: McDonald’s “Seniors” Restaurant
First problem with this case study is the concept of “senior crowd”.
For the restaurant is already a challenge to have enough room to seat the current costumers, if it engages in bingo than the crowd will become even bigger. Not only will the restaurant have the teen clientele they will have a bingo crowd as well. Meaning that more senior crowd will come in only to play bingo.
Second problem would be that the brand of the restaurant would be at risk. The fast food label may be perceived as closer to a “bar status”: a place dedicated to social gatherings more than food, fast even wose, it may become labeled as the “old people’s restaurant”. This will detour many of the younger customers and the customers who are coming to get the fast food service.
Seniors are mainly the people who enjoy doing daily activities such as bingo. The younger generation does not usually have too much in common with the seniors based on daily living. It has a major effect on the location of the younger generation would eat do to the environment of the place. If the city is full of seniors, then that would be the best marketing objective to get the majority of people in to eat. On the other hand, bingo will gather larger crowns and consequentially attract the attention of news, other potential costumers and people.
The “low-cost meal” could also be a problem, but easily solvable. If seniors and not use the restaurant at the same hours, it could be smart to create special deals for each time slot. In this case on the “senior’s time slot” cheaper meals can be offered to accompany the bingo activity, which will finish as soon as the “younger’s time slot” begins.
Finally, a possible conclusion, which I came up with, was to build bigger McDonald’s restaurants to accommodate all the costumers at the same. This will be called a “Big McDonald’s”. It will have a party room (not like the jet existing play room) able to fit large small and different type of crowds. The staff would be increased as well to cover for the fast food reputation that McDonald’s has. So that means more employees, more service and more people with no brand compromise.
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