McDonald's Marketing Essay Example | Topics and Well Written Essays - 1750 words

McDonald's Marketing - Essay Example Despite these innovations, McDonald’s tremendous growth could only continue for so long. Its average annual return on equity was 25.2% between 1965 and 1991. However, the company found its sales per unit slowing between 1990 and 1991. In addition, McDonald’s share of the quick service market fell from 18.7% in 1985 to 16.6% in 1991. Growth in the quick service market was projected to keep pace with inflation in the 1990s. After a decade of struggle, by 2003 McDonald’s shares hit rock bottom. At this point a â€Å"plan to win†, marketing campaign was launched and the salad was added to the menu to combat the unhealthy image the food had attained. It backfired initially because of its high calorie content, but then McDonald became more aware of customer needs and revamped its offerings with low fat salad dressings etc. McDonald was back on its feet very soon and turned in a healthy profit in 2004. Most McDonald's restaurants offer both counter and drive-through service, with indoor and sometimes outdoor seating. The Drive-Thru, Auto-Mac, or McDrive as it is known in many countries, often has separate stations for placing orders, paying for them and picking up orders. In some countries "McDrive" locations near highways, offer no counter service or seating. In contrast, locations in high-density city neighbourhoods often omit drive-through service. Menu choice also involves variety. The emphasis is on standardized limited menu with high quality and low wait times. The menu serves typically serve different types of food products in a range of sizes.