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Mcdonald's Success Case Study

1491 Words6 Pages

Advertising and its role in McDonald’s Success

The McDonald’s restaurant is the largest chain of hamburger fast food restaurants in the world, and serves about 68 million customers daily. It sells burgers, chicken, french fries, breakfast items, soft drinks and desserts. Due to changing consumer preferences however, they have expanded their menu to include salads, wraps and fruit. These food items can be found in many other fast food restaurants as well, but why is McDonald’s so much more successful than other companies, like one of it’s main competitors, Burger King? One of the key reasons is successful branding.

Branding plays an important part as it is what motivates your customer to buy your product. According to Jurevicius (2016), McDonald’s …show more content…

These brand elements, along with their tagline “I’m loving it” and their catchy jingle make McDonald’s more noticeable and memorable to its consumers. However, McDonald’s tagline has not always been “I’m loving it”. From “Did somebody say McDonald’s?” to “We love to see you smile”, McDonald’s has changed its taglines to fit its target audience. There is one notable change however, and it’s their slogan “Lovin’ beats Hatin”. According to Fox News (2014), McDonald's "aims to spread happiness in the face of Internet hate". It has backfired however, receiving negative response and according to CBS News (2016), people have even called it "terrible" and "piss poor". Nonetheless, McDonald’s has widely spread and convenient locations that are open 24/7, increasing their accessibility and in turn, brand awareness. Furthermore, McDonald’s is perceived to be the best at “providing “good value”, “fast service” and “very convenient locations”” according to Natural Products Insider (2016). What drives the customers to visit fast food restaurants happen to be these main factors, explaining why McDonald’s has such loyal

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