Case Study MCDONALDS- Facing New Challenges Challenges Marketing Initiatives Faces shifting consumer Focus on core competency of lifestyles and preferences consistent products and for healthier foods reliable service Low ratings of food and Offers upscale alternatives service quality. including McCafe and Bistro Atmosphere not upscale Gourmet Image is perceived as being Eliminates"supersize, offers uncultured, uncool, and healthier food options, and unclassy by younger target introduces Go Active! Adult markets Happy Meal O Copy rights reserved, Zou Deqiang4 4 © Copy rights reserved, Zou Deqiang Challenges Challenges • Faces shifting consumer lifestyles and preferences for healthier foods. • Low ratings of food and service quality. • Atmosphere not upscale. • Image is perceived as being uncultured, uncool, and unclassy by younger target markets. McDONALD McDONALD’S – Facing New Challenges Facing New Challenges Case Study Case Study Marketing Initiatives Marketing Initiatives • Focus on core competency of consistent products and reliable service. • Offers upscale alternatives including McCafe and Bistro Gourmet. • Eliminates “supersize,” offers healthier food options, and introduces Go Active! Adult Happy Meal