Case Study #1 McDonalds’s “Senior’s” 08/07/2011 McDonalds “Seniors” Restaurant Bridgett Bowen is the owner of a McDonalds restaurant that is open to public but recently the main clientele of the Bowens restaurant has been seniors. She would like to develop a marketing strategy that addresses the needs of her senior citizen patrons and also the regular everyday customer. However, she is looking for additional recommendations to improve her marketing mix.
It is important not to neglect senior citizens as they are an important part of the market and they have money to spend but at the same time young consumers are considered to be the main users of chain restaurants due to the reputation of most McDonald stores. If Bowens decides to only concentrate on her senior clientele, she seriously risks the future profitability and popularity of her business. These older customers are an orderly group and very friendly to anyone who comes in. Further, they are neater than most customers, and carefully clean up their tables before they leave.
Nevertheless, Suzanne is beginning to wonder if anything should be done about her growing non fast-food clientele. There is no crowding problem yet, during the time when the seniors like to come. But if the size of the senior citizen group continues to grow, crowding could become a problem. Further, Suzanne is concerned that her restaurant might come to be known as an old people restaurant which might discourage some younger customers. And if customers felt the restaurant was crowded, some might feel that they wouldnt get fast service.
On the other hand, a place that seems busy might be seen as a good place to go and a friendly place eat with family. I also think that no restaurant business will want their clients to stay for a long time without purchasing items on a consistent basis. Bridgett needs to develop a strategy where she will have a constant flow of buying consumers young and old. A secondary problem may be the title of the restaurant could be at risk. The fast food label may become a social restaurant, similar to a bar or lounge atmosphere. It may take on the name of the “old people’s restaurant”.
This will detour many of the younger customers and the customers who are coming to get the fast food service There is also a possibility that if she continues to concentrate on senior citizens they might monopolize the restaurant and younger generation would feel uncomfortable visiting a place filled with seniors. Mc Donald’s restaurant must accommodate more young customers as well as the older ones because of its notable services being offered worldwide, such as affordable meal price, comfortable and convenient place, and playground areas for children, also offering safe and healthy foods.
In addition, the idea of adding bingo to add to the excitement of the mornings for the seniors from nine to eleven a. m. may be a good idea to help add to the money flow of the seniors. Using the party room would accommodate up to 150 senior patrons and leave the main part of the restaurant open to other paying customers. She figures she could charge $5 per person for the two-hour period and run it with two underutilized employees which won’t cost the restaurant any extra money. The prizes would be coupons for purchases at her store and would amount to about two-thirds of the bingo receipts which will bring back into the store.
An Alternate solution would be to end the senior meal deal. If the deal attracts the crowd than the deal may slowly push the senior crowd away. That marketing deal would be in hopes to attract the younger crowd in which they may eat the more expensive meals. I would recommend that the low costing meal for the seniors would end somewhat earlier in the morning. By advertising that the offer is only good until nine a. m. then the seniors may hang around a shorter length of time. After nine passes then the seniors will become hungry again and may go home and go to sleep.