The company I have chosen to write about marketing problems for this course is the McDonald’s Restaurant Corporation. I have chosen this company because I currently work as the Production Manager, or Kitchen Manager, for the McDonald’s I work at here in Maine. The Production Manager is the person at each McDonald’s that integrates and institutes new procedures, products, and training methods. The Production Manager receives the information he or she needs to implement from one of two ways. The first way is on the computer and internet using something they call “web portals and e-learning.” This system is new and was just installed at my McDonald’s. The more traditional way was having what McDonald’s calls “NABIT” meetings. NABIT is an acronym for Nuts and Bolts Integration Team, and is designed to do exactly what it sounds like it does – to integrate the “nuts and bolts,” or core menu products, procedures, and whatever else the McDonald’s Corporation is trying to market, of the operation.
One of the biggest hurdles for McDonald’s to jump is the “millennial age group” and trying to market their products to that particular age group. According to McDonald’s, the millennial age group they consider the “millennial age group” consists of individuals who are age 32 and younger. I myself was one of those “millennial” individuals at some of the NABIT meetings I attended and it gave valuable insight as to what the corporate leaders were trying to do. McDonald’s marketing woes seem to only affect the millennial age group -- McDonald’s is rated the # 1 fast food chain in the United States of America, however, among individuals aged 32 and below, they fall off the chart and do not even make the top ten (Morrison, 2013). While attending a NABIT meeting, the leadership stated what they thought was one of the major contributing factors. This factor was the availability to “create” your own sandwiches and have a greater selection of ingredients to