Essay on Old Age and Lisa

1234 Words Sep 8th, 2013 5 Pages
Q.: Evaluate Lisa Aham’s current strategy regarding senior citizens. Does this strategy improve this McDonald’s image? What should she do about the senioor citizen market – that is, should she encourage, ignore, or discourage her seniors? What should she do about the bingo idea? Explain.

McDonald’s “Seniors” Retaurant

Lisa Aham is manager of a McDonald’s restaurant in a city with many “seniors.” She has noticed that some senior citizens have become not just regular patrons – but patrons who come for breakfast and stay on until about 3 PM. Many of these older customers were attracted initially by a monthly breakfast special for people aged 55 and older. The meal costs $1.99, and refills of coffee are free. Every fourth Monday,
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And if customers felt the restaurant was crowded, some might feel that they wouldn’t get fast service. On the other hand, a place that seems busy might be seen as “a good place to go” and a “friendly place.”

Lisa also worries about the image she is projecting. McDonald’s is a fast-food restaurant, and normally customers are expected to eat and run. Will allowing people to stay and visit change the whole concept? In the extreme, Lisa’s McDonald’s might become more like a European-style restaurant where the customers are never rushed – and feel very comfortable about lingering over coffee for an hour or two! Lisa knows that the amount her senior customers spend is similar to the average customer’s purchase – but the seniors do use the facilities for a much longer time. However, most if the older customers leave McDonald’s by 11:30 – before the noon crowd comes in.

Lisa is also concerned about another possibility. If catering to seniors is OK, then should she do even more with this age group? In particular, she is considering offering bingo games during the slow morning hours – 9 AM to 11 AM. Bingo is popular with some seniors, and this could be a new revenue source – beyond the extra food and drink purchases that probably would result. She figures she could charge $5 per person for the two-hour period and run it with two underutilized employees. The

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