McDonald’s 🍔 Research

Context

GET: KFC lovers (males 16-34)
TO: think McDonald’s has great tasting
chicken and want to try the new crispy
McFillet burger
BY: integrating into youth subcultures

Research

McDonalds opened in 1940, is a fast food chain restaurant. Ronal Mc Donald (the clown mascot) represents the brand and entices children to eat there.

McDonalds holds strong values  “we place the customer experience at the core of all we do, we are committed to our people, we believe in the McDonald’s system, we operate our business ethically, we give back to our communities, we grow our business profitably, and we strive continually to improve.”

I think the value McDonalds creates is that it offers people an accessible, cheap and fast meal out.

Their Menu

They have a wide range of food on their menu. Their main seller is their beef burgers, however they’re looking to largen their chicken selection.

They have covered peoples needs like introducing the mcplant burger to include vegans.

They also have a breakfast menu this widens their target audience as a lot of commuters that go to work are out early and need a quick meal or coffee.

 

Colour scheme/logo

“The red and yellow colour scheme McDonald’s uses is a powerful marketing tool. Just the sight of that yellow “M” amid a sea of red can actually stoke your hunger for fast food.”

This is a very recognizable logo, because McDonald’s imprints its logo in all of its packaging. And includes it in all video and poster advertisement.This creates brand recognition.In my advertisement i will include it as well.

From researching i noticed they are big on branding, as most of their items on the menu start with MC, like mc chicken burger, mc plant, mc cafe this reinforces their brand, as its called McDonalds. As said before they included their logo in all packaging and advertisement, again this creates brand recognition. Therefor in my advertisement I will take the same approach.

Target Audience

 

 

1. What advertising channels are right for your target audience?
   1. Tiktok, Instagram, Billboards, Youtube.
2. Will you use digital channels like search advertising, display advertising, social media .etc
   1. Yes – digital channels are probably the most interactive and viewed by young people.
3. How will you use media partnerships, sponsorship and branded content?
   1. We will work with social media providers such as Tiktok and Instagram to better promote content to our target audience while also maintaining within the laws of HFSS ie. not advertising to under 16s.
4. Can you use non-traditional media channels to bring your work to life? (ambient, events .etc)
   1. Yes we could, for example taste testing on podcasts
5. What is the purpose of your campaign? (For example, is it about telling a story? Or are you driving sales?)
   1. We are driving sales but specifically marketing towards people who would order at KFC for chicken instead of Mcdonald’s.
6. Which channels will your audience engage with most? What are the hobbies/passions of my audience?
   1. Tiktok because our primary research showed that Tiktok is the most used by the target audience.
7. What type of content do my audience engage with?
   1. Interactive and short form content, as no one wants to sit and watch a long video to know the information.
8. At what times of day do you think they will engage with your communications the most?
   1. Looking at our group’s follower activity across multiple different platforms, 6-9pm has the most active followers. We would do paid advertising from about 4:30-9pm so people can see it when they’re hungry and more susceptible to food adversiting and also when they’re active on their phones.
9. Are there any special circumstances to consider?
   1. Yes the rules restricting HFSS (high fat, salt and sugar) as this cannot be advertised to under 16s which might be tricky as there are a lot of teens and children on social media nowadays.