Mcdonald's Senior Restaurant Essay

883 Words Jul 10th, 2010 4 Pages
Research Overview Quinn McMahon is the manager of a McDonald’s restaurant that has many customers who are senior citizens. She would like to develop a marketing strategy that addresses the needs of her senior citizen patrons. However, she is looking for additional recommendations to improve her marketing mix. It is imperative marketers do not neglect senior citizens as this group makes up 13 percent of the population and they have money to spend (Perrault, Cannon and McCarthy, 2009, p. 140). However, younger consumers are heavy users of chain restaurants and should not be left out of the mix either. For those born after 1980, about 25 percent of restaurant visits are to burger franchises, followed by pizza restaurants at 12 percent …show more content…
Below are some suggestions to integrate both target audiences into her marketing mix. Product – Since service issues are largely a concern by older customers, Quinn must strive to provide prompt, accurate, friendly service with a consistent product. To focus on younger consumers, Quinn should offer a late night menu since younger consumers tend to graze at all times of the day and night (Negrete, 2008). Place – Quinn should offer a comfortable ambiance that allows older customers to focus on the dining occasion and connects them with friends and family. For younger consumers, offer a separate section with more of a living-room-like environment. A McDonald’s prototype in Saratoga Springs, Utah, features a sage-green color palette, upholstered booths, a stone fireplace and lounge chairs. Quinn should also consider changing the background music of the store when she wants to switch from an older to a younger clientele (Negrete, 2008). The change in decibels and tempo of the background music can be a small but significant signal to customers of the change in the tone of the restaurant’s clientele. Price – Quinn should stick to a structured pricing model that provides both seniors and younger customers with a discounted rate for only a specific time during the day, i.e. in the a.m. hours for older customers and in the p.m. hours for younger customers. Promotion – Quinn should consider coupons, specials and other