One of the first names that immediately pops up in our minds, when we say fast-food, is McDonald’s.
The colorful logo, equipped with a youthful charm, and the appealing food, combos, and meal experiences at their outlets have always attracted customers, making it the go-to place for a quick meal.
The fast food brand is a shining example of how brands have survived and scaled their businesses with long-term strategies and goals in sight and brilliant execution. Here, we will look at a few strategies seamlessly put into place by a humble hamburger stall that became McDonald’s.
1. Brand Identity
The brand carved a place in the hearts of people through its family-oriented brand identity. It comes across as a safe, trustworthy, and dependable brand, and this identity is consistent in every country where it is present.
One simply can’t forget the “I’m Lovin It” slogan, which has been in brand marketing communication for so long now. The mascot and recognizable packaging, too, have contributed to lending the brand a distinct identity.
2. Value Proposition
Anything that makes a company or its product attractive to its target audiences is a value proposition, and McDonald’s did a brilliant job of creating a specific and concise value proposition.
The brand offers quality fast food in a convenient manner and in a comfortable setting. Every takeaway process is efficiently dealt with. The brand conveys this brilliantly with easy ordering services, mobile apps, drive-thru’s, and third-party food delivery services.
3. Affordable Pricing
Based on their target audience, which mostly consists of middle- and lower-income groups, McDonald’s offers economical and affordable prices for their meals.
Combos, especially, are the fast-food brand’s highlight, and by using psychological pricing, McDonald’s offers a range of meal options, thereby influencing buying impulses and decisions.
4. Marketing Campaigns of McDonald’s
Marketing campaigns by McDonald’s have always struck the right chord.
Their campaigns are emotional, fun, and thought-provoking at the same time. Check out the Eat Equal campaign, or the festival- based campaigns and even their collaborations with artists and actors that create the right buzz every time.
5. Change and Innovation
Timely change and innovation keep brands relevant in every time frame. And McDonald’s follows this principle to the tee.
Keeping in mind consumer needs, the fast-food brand has executed many changes, from its menu to its store design. For example, coffee was introduced to appeal to the coffee-drinking population, and salads were introduced after a wave of health consciousness occurred.
6. Adapting to local cultures, preferences, and tastes
The adaptation strategy executed by McDonald’s helped the brand scale.
Whether it’s a breakfast menu in London or a birthday party at a Singapore outlet, the brand offers menus and meal options that will cater to the tastes and preferences of the local audience.
There’s something for everyone, and this support for cultural diversity has helped McDonald’s strengthen its image throughout the world.
Along with being a global brand, every McDonald’s outlet will cater to its local audience, making every meal an experience worth remembering.