Case Study McDonald's

1. McDonald’s advocate that its products are of good quality and can be part of a healthy life.

Nowadays, McDonald’s communicate a lot on the origin of the beef and the publicities wants to show us a product of quality. Moreover, McDonald’s had already get some problems with the quality in the past. In every menu, the choice is quite good between different products but there are only two menus, and not so much traditional healthy products.

About Wendy’s the quality of the products is really very good: it’s fresh-to-order products. Recently, they have expanded their menu with salads etc make their menu more varied.

Burger King is considered as the saddest chain in fast food. Very often of copying McDonald’s products and to have very low quality products with poor quality meat for example. But the menus are quite varied with burgers, hot-dogs but also salads.

Taco Bell is not very good quality fast-food because between 2006 and 2011 they suffered from food contamination. But now they try communicate on the quality saying that the beef used is the same that you use at home. They have several products but their menus are not as varied than its competitors.

Subway as healthier menus and fresh products. The quality is high and the prices are low. The menus are very varied because the consumed takes what he wants.

Starbucks doesn’t have varied menus because they only make coffee and pastries. He’s only the competitor of the McCafé. Starbucks proposes coffee of quality with a coffee of Arabica beans and they help little producers to develop.

Dunkin’ Donuts is only a coffee shop too. They ensure quality with experts to taste the products and special beans of coffee.

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For the analysis of the e.g revenues, we can clearly see that McDonald’s stills the number one with a really big difference from its competitors. So, we can conclude that even the choice is not the most developed and the products are not the best, the consumers still prefer McDonald’s.

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 2 ) - Differentiation: The difference of McDonald’s is overall based on efficiency. Often, restaurants are located near to business districts and near to bus or subway station. The order is very fast so the workers don’t lose their time.  McDonald’s also provides some services like the Wi-Fi which is a good point. Furthermore, the menus propose now healthier products like tomatoes or salads.