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McDonald's McCafe

In Indianapolis, Indiana, customers at the new McCafe enjoy a latte and fresh pastry after shopping in the trendy Lincoln Park-like region, the artsy section of the city, near the attractive trail. Open since January of 2003, this unique coffee shop, situated adjacent to a traditional McDonalds, appeals to the upscale people who might not want to eat in a chain fast food restaurant or shop at chain retail stores (Carlson 2003, p.1). The prices are low, and the new bistro dTcor is pleasant. The service is crisp and flawless. But is this McDonalds? It is the purpose of this paper to evaluate the marketing program of McDonalds with particular reference to the new McCafe concept.

With a clear focus and successful mixed variable marketing, McDonalds is ranked first among the top ten fast food burger brands, holding 43.1 percent of the market in both 1999 and 2000 (MacArthur 2001, p.9). McDonalds has more retail outlets than any other merchant in the U.S., the largest purchaser of beef, buying 5 percent of the entire U.S. potato crop, and 2 percent of all the chicken (Love 1995, p.3). McDonalds dominates the fast food industry world wide, but the marketing strategies do not receive a lot of attention. The corporate aspect of McDonalds seems to prefer to remain somewhat anonymous, relying on fabled tales of the legendary founder, Ray Kroc. McDonalds executives do not participate in trade shows and refuse to join industry associations (Love 1995, p.2).

McDonalds has been a part of Americas popular culture for decades, symbolizing the comforting standardized approach to food preparation and service that attracts customers all over the world. However in recent years, there have been shifts in the fast food industry, as well as in McDonalds itself, which portend change for the company. People are eating less beef. Oprah Winfrey was sued for speaking out against beef in the diet, taking her entire television show to Texas during ...

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McDonald's McCafe. (1969, December 31). In LotsofEssays.com. Retrieved 01:10, March 29, 2024, from https://www.lotsofessays.com/viewpaper/1694880.html