McDonald’s “FAST FOOD” RESTAURANT

I. Problem:
 Senior patrons stay for a longer time which could make
crowding become a challenge, so they are abusing discounts.
 Fast service may not be offered to other customers.
 As senior patrons grow, the restaurant might be known as Old’s
people restaurant which might discourage younger customers.

II. Objective:
 To analyze the best approach in grouping customers according
to similar traits and behaviors.
 To meet the social and ethical responsibility.
 To secure the customer with good food in a friendly and fun
environment.

III. Areas of Consideration

 The location of the branch would affect the image of Mcdonals.
There are a lot of seniors because they are positioned in a place
where there are more seniors than the younger generation.
 The image of the restaurant is a factor because it is known for
being a fast-food store wherein customers are expected to eat
and run.

IV. Alternative course of action

1. The manager shall designate a specific place in the store and a specific
time for the indulgement of the seniors.

Advantage:
- Seniors won’t mix up with the young customers
- Employees can prepare for the seniors visiting time.
- Less crowding

Disadvantage:
- Additional space would entail an additional cost
- Seniors who are sensitive in nature might feel that they don’t
belong.
- The place would look narrow
2. The manager should look for an effective promotion strategy that will
attract the younger markets/customer.
Advantage:
- Attracts younger markets.
- More people would likely visit the store oftentimes
- Increase in revenue
 Disadvantage:
- Higher expenditures

V. Recommendation
The alternative course of action no. 2 is the appropriate
recommendation prior to the situation. Which is to provide an
effective promotion strategy that will attract the younger markets.
Just like what the restaurant did in order to gain the seniors
market, Mary’s restaurant could easily launch a program for the
kids. Since there is an opportunity for Mary’s restaurant because
of seniors’ big market who are loyal to them, the best strategy
would be to provide rewards for the seniors and their family
members who will visit the store together with their children and
grandchild.
This way, Mary’s restaurant is not pushing away the senior
market but at the same time gaining the younger market as well. It
is recommended to employ this new and effective promotion
strategy since it was observed based on the case that Mary
Marino’s McDonalds restaurant is more focusing on the promotion
for the senior citizen’s clienteles not knowing that the image of her
business is turning into an old’s’ people restaurant which is
contrary to the main values of McDonalds company which is to
satisfy the younger markets.

VI. Plan of action

 Mary should implement a specific time where is the special
breakfast and free coffee would be available. Hence, to lessen
the number of hours older customer stays at her restaurant.
 Conduct a SWOT Analysis.
Strenghts
- Well known and very established
organization Weaknesses
- Quality of Service - Old peoples restaurant point of
- Outstanding relationship among its view.
loyal customers
- Customer Loyalty

Oppotunities
Threats
- Additional revenue for the
- Competitors
senior market

VII. Potential problem

 Mary Marino is handling a McDonald’s restaurant with many
seniors. She doubts that with her growing senior citizen
 customers, the image of her restaurant would change, and it
will be known for being a non-fast-food restaurant because of
its ambiance. Of the senior’s market will also remain to grow,
there would be a crowding problem. She is also taking into
consideration of possibility catering more services to them
because the seniors douse their facilities for a much longer time
than the average customers.

VIII. Contingent plan of action:

 After carefully evaluating Mary Marino’s situation, she should

still encourage the senior citizens to keep coming to her
McDonalds. Generally, McDonald’s targeted audiences are kids.
Normally, because it is a fast-food restaurant, customers are
expected of fast food is not taken away. Finally, it creates a
comfortable and fun setting for the senior citizens together with
their families, friends, and those other customers who dine at
the Mary’s Marino’s Mcdonalds.