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Essay / Research Paper Abstract
A 29 page paper discussing marketing challenges faced by these two fast-food competitors. McDonald’s is the unmistakable leader in the $145 billion fast-food industry, but number three Wendy’s is poised in 2004 to overtake Burger King in long-standing second place. The changes at McDonald’s during 2003 and throughout the first half of 2004 have had impressive results, but those very improvements have brought McDonald’s to the point of being required to deal with its pricing and the alternatives that “fast casual” provides for customers in the same price range as McDonald’s premium menu. For its part, Wendy’s is able to simply continue what it has been doing for all these many years. It is conceivable that Wendy’s could become the standard for burgers in the “fast casual” portion of the restaurant industry, leaving McDonald’s wondering what to try next. Bibliography lists 16 sources.
Page Count:
29 pages (~225 words per page)
File: CC6_KSmktgFfMcDw.rtf
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Unformatted sample text from the term paper:
The fast food portion of the restaurant industry contributed $145 billion to the US economy in 2003 (Lee, 2004). As the leading competitor in fast food, McDonalds is known
- perhaps too well - for its burgers and fries, and until 2003, for little else. Beset with a raft of frivolous lawsuits for making people fat, former CEO
Jim Cantalupo set McDonalds on a different, more healthful course in early 2003. For its part, Wendys has focused on its "Super Value" meal since the death of founder
Dave Thomas in 2002. The purpose here is to assess the marketing efforts of Wendys and McDonalds. The Fast Food Industry It
would appear that the lawsuits and falling sales were responsible for McDonalds additions of salads and efforts to reduce the fat content of several of its standard menu items, but
the most compelling reasons for the change at McDonalds likely include a fundamental shift in lifestyles, individual choices and simple economics. The baby boomers grew up with McDonalds, and
the baby boomers have been hearing for years that they should be more careful in their diets. Now the first of the baby boomers are nearing retirement age, and
their doctors are telling them to make that change now, before it is too late. The fast food industry is changing. It
is increasingly threatened with the growing "fast casual" segment of the restaurant industry, that setting in which customers can find relatively inexpensive food in a casual setting that offers more
pleasing ambience than the assembly-line approach to surroundings taken by most fast food establishments. Though the baby boomers have introduced changing needs, there are still plenty of younger customers
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