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Essay / Research Paper Abstract
This 3-page paper answers questions about McDonald's operations and marketing strategies, as well as the restaurant chain's strengths and weaknesses.
Page Count:
3 pages (~225 words per page)
File: D0_MTmcdmille.rtf
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Unformatted sample text from the term paper:
the University of Wisconsin at Madison. How are customer tastes changing in the fast-food industry? What impact do these changes have on McDonalds?
Once upon a time, McDonalds prided itself on being able to serve an "all-American meal," i.e., hamburger, fries and milkshake. But as more competition sprang up, offering alternatives, that
wasnt enough. So McDonalds added different items to its menu. This worked for awhile. Then health-consciousness started kicking in. Customer tastes are changing in many arenas. First, customers want a
better dining experience. McDonalds is perceived as more of a "kids place," in other words, a great place to take the youngsters, but not offering enough variety for adult diners.
Even the younger consumers, the tweens and teens, are getting tired of fast food - they dont want to get fat, either, and understand that McDonalds burgers and fries arent
exactly low-calorie. Baby-boomers, too, arent too happy with the offering. More and more, theyre turning to the Panera Breads and Boston
Markets of the world - quick-food takeouts that are of higher quality and healthier. How well are these changes in customer tastes and preferences being reflected in competitive strategies in
the industry? In looking at this case study, the fast-food burger restaurants (Burger King, Wendys) arent responding too positively to the change
in consumer tastes. These restaurants have an unfortunate problem - namely, their names are tied to fast-food and sub-par hamburgers. But research is showing that the younger - and older
- diners are tired of Whoppers and Big Macs - they want something with a little more quality (and in many cases, something a little healthier).
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