McDonalds began as simple restaurant that sold affordable burgers quick. It began a fast food revolution and has expanded across the globe. Since then, McDonald’s expanded beyond its humbling beginnings. However in its attempt to please every customer, McDonalds’s might be stretching itself toot him to be successful.
Now Mcdonald’s menu includes 121 food items from a hamburger to a Filet-O-Fish.
While the commentators mostly discussed on McDonald’s expanding menu, I wondered what caused McDonald’s to grow beyond its formerly successful business model. My theory is that ever since consumers have become more health conscious, McDonalds has dealt with criticism that has greatly damaged its image. The media criticized McDonald’s for producing unhealthy, sugary food with very few healthy options. It has also been accused of marketing unhealthy food to kids by offering toys with happy meals. Plus, anyone who saw the movie Supersize Me felt a riffle effect of disgust and fear of McDonald’s. In order to respond to its criticisms, McDonald’s felt obligated to expand its menu to include almost everything for any customer.
In order to fill the various order, McDonald’s sacrifices its famous delivery time. When compared to other fast food chains, McDonald’s is no longer the fastest choice. It is getting beat at the very thing it invented.
While McDonald’s is trying to please the media, consumers and investors, its brand is suffering rebrand. It cannot be both a low-cost fast food conglomerate and health conscious. It will must sacrifice one for the other. It must choose to have healthier food at a higher production cost or have unhealthy food and maintain its affordable price. In order to survive McDonald’s need to choose a specific target audience. It simply cannot be a one-stop fast food organization for everyone.
Instead of rebranding the happy meal into they monstrosity that literally scares children, McDonald’s should rethink and simplify its brand strategy.
(n.d.). Retrieved December 5, 2014, from http://online.wsj.com/articles/mcdonalds-menu-problem-its-supersized-1417631056