Course Title: Advertising

Course Code: MKT 340

Topic: Case Study for McDonalds

Submitted By:
Md. Saiful Alam
Summary
As per the case, Seniors go to McDonalds for monthly breakfast deal, which turned into a daily
occurrence. The seniors also stayed until 3 pm which created bonds with the employees. But the
issue arises in McDonalds is crowd for the senior citizens. Quinn McMahon is interested in
BINGO for seniors, but she is also concerned with the restaurant image.

Their target market is also the senior citizens.

SWOT Analysis
Strength
1. Lots of business.
2. Clean up after themselves.
3. Leave before the lunch rush.
4. Having regular customers.
5. Good relationships with the customers.

Weakness
1. Unlimited coffee refill.
2. Take up a lot of space.
3. Stay for long periods of time.
4. Give discount- less profit
5. Old people reputation

Opportunities
1. Relationship with the seniors.
2. Bingo games
3. Turnover of food.
4. Greater revenue.
Threats
1. More seniors come and overfill the restaurant.
2. Changing fast food concept.
3. Seniors abusing discount.

Problems
The primary problem of this case study is senior crowd. The restaurant already takes on the task
of having enough room to seat the entire dinning style crowd, if it engages in bingo than the
crowd will become more outrageous. Not only will the restaurant have the meeting crowd they
will have a bingo crowd as well. The more senior crowd will come to ready for engaging in
bingo.

A secondary problem would be the title of the restaurant would be at risk. The fast food label
may become a social restaurant, common to a bar status. It may take on the name of the old
people’s restaurant. This will detour many of the younger customers and the customers who are
coming to get the fast food service. The restaurant will face over crowding due to the new
additions like bingo.

Solution
Seniors mainly enjoy doing activities such as bingo. Bingo could act as a daily thing for the
senior crowd. The younger generation does not usually have too much in common with the
seniors based on daily living. It has a major effect of the location of the younger generation
would eat due to the environment of the place. If the city is full of seniors than that would be the
best marketing objective to get most people in to eat. Bingo would also be a good idea to help
bring people to attention. People playing bingo may get a sense of humor and would spend a
little on food. In addition, big crowds bring more attention and would lure the curious person into
the restaurant.

An alternate solution would be to dismiss the senior meal deal. If the deal attracts the crowd than
the deal may slowly push the crowd away. That marketing deal would be in hopes to attract the
younger crowd in which they may eat the more expensive meals.
Recommendation
I would recommend that the senior meal deal would end by giving a limited time offer somewhat
earlier in the morning. By advertising that the offer is only good until 9 am then the seniors may
hang around a shorter length of time. After nine passes then the senior will meet their hunger and
may go home and go to sleep, for which the crowd can be controlled. And new menu for fast
food can also introduced among the customers which may also increase the revenue.

Monitoring and Evaluating

The conclusion I came up with is the accommodation of people. If the bingo game was
introduced, then there would be a gaming room and more employees would have to be recruited
where crowd can increase more than Quinn thought. So that means more employees, more
service and more people to enjoy the restaurant. On the other side, if the deal makes a limited
time offer than it wouldn’t cost anything rather the manager can make more profit by introducing
new menus and gaining new customers. Furthermore, no new recruitment is needed and no huge
space. Monitoring the customers would be easy then.