Suzanne Drolet

McDonaldsSENIORS
RESTAURANT

I. POINT
OF
VIEW

AS THE MANAGER OF THE FAST

FOOD CHAIN; MS. SUZANNE DROLET.
MCDONALDS CORPORATION is the worlds largest

chain of fast food restaurants serving nearly 47

million customers daily. Ray Kroc started it on year
1955, when he bought the franchise of a small burger
joint owned by brothers Dick and Mac McDonald. He
opened his first restaurant in Des Plaines, Illinois and
five years later, he bought the exclusive rights of the
name, McDonalds. Today, McDonalds has grown to
have more than 33,000 restaurants all over the
world.

 McDonald's brand mission is to be our

customers' favorite place and way to eat

and drink. Our worldwide operations are
aligned around a global strategy called
the Plan to Win, which center on an
exceptional customer experience People,
Products, Place, Price and Promotion. We
are committed to continuously improving
our operations and enhancing our
customers' experience.

II.
Synopsis

 McDonalds is a market driven (starting

everything from where the customers are)

company. Thus all their operations are aligned
to give patrons an exceptional customer
experience. In one of its branch where
majority of the citizens are seniors, it offers a
monthly breakfast special for people age 55
and older. The meal cost $1.99 and refill of the
coffee are free. It also gives an exceptional
customer service to its patrons and builds an
astounding relationship to them. Consequently
some findings had extracted.

 Some seniors come for breakfast and

stay on until 3:00 pm; every fourth

Monday between 100 and 150 senior
jam McDonalds but eventually as many
of them are coming everyday; they sit
for hours with a cup of coffee chatting
with friends. These findings trigger
some problems. First as senior patrons
stay for a long time crowding could
become a challenge.

 Second fast service cannot offer well.

Third as senior patrons proliferate, the

restaurant might be known as Old
people restaurant which might
discourage younger customers. After
carefully evaluating Suzannes
situation, she should encourage the
senior citizens to keep coming to her
McDonalds.

 Generally, McDonalds targeted

audiences are kids. Normally, because

it is a fast food restaurant, customers
are expected to eat and run. Many
parents are on the run with their kids.
So, the concept of fast food is not taken
away, however, it creates a
comfortable and fun setting for the
senior citizens, and those who eat at
the McDonalds.

III.
DEFINITION AND GENERAL
STATEMENT OF THE PROBLEM

 Statement of the problem:

Suzannes Drolet current

strategy concerning to senior citizen
clienteles.

 Definition of the problem:

Suzanne Drolet is manager of a McDonald's

restaurant in a city with many "seniors." She
doubts that with her growing senior citizen
customers, the image of her restaurant would
change and it will be known for being a nonfast-food restaurant because of the ambiance. If
the seniors market will also remain to grow,
there would be a crowding problem. She is also
taking into consideration of the possibility
catering more services to them because the
seniors do use their facilities for a much longer
time than the average customers.

IV.
AREAS
OF
CONSIDERATION

 Place or location- this would affect the

image of McDonalds since there are a

lot of seniors because they are
positioned in a place where there are
more seniors than the younger
generation.
Image of McDonald's- The image of the

restaurant is a factor because it is

known for being a fast-food-chain
wherein customers are expected to eat
and run.

V.
SWOT
ANALYSIS

STRENGTHS
Eminent Organization
Well-oriented employees
Quality Service
Good Customer Relationship
Customer Loyalty

WEAKNESSES
Old Peoples' restaurant point of

view
Her kind heartedness

OPPORTUNITY
Additional Revenue

THREAT
Competitors

VI. Formulation and

Evaluation

 To provide innovation in a system so

its profit and industry's demand will

increase from underserved and
unserved markets.
To encourage other segments of

markets especially the younger

markets.

VII. ALTERNATIVE
COURSES OF
ACTION

#1
To provide an effective promotion

strategy that will attract the younger

markets.

ADVANTAGES:
BETTER THAN BEFORE!
Attracts younger markets
More people would likely visit the store in often
times
HIGH PROFIT

DISADVANTAGES:
Higher expenditures

#2
The manager will conduct a weekly
orientation on the employees so that
there's a continuous monitoring system
in their store whether they're improving
or not.
ADVANTAGES:
Improvement of the employees

DISADVANTAGES:
Time-consuming

#3
- The manager will provide a specific
place in the store and a specific time
for the indulgement of the seniors.
ADVANTAGES:

- Employees can prepare for the seniors visiting

time.
-Less crowded
DISADVANTAGES:

-Seniors might feel that they dont belong

-The place looks narrow

VIII.
RECOMMENDATION

 After analyzing the problem,

we therefore recommend
alternative course of action
no.1 which is to provide an
effective promotion strategy
that will attracts the younger
markets.

 We decided to recommend to have a

new effective promotion strategy since

we found out that Suzanne Drolet
McDonalds are more focusing on the
promotion for the senior citizens
clienteles not knowing that the image
of her business is turning into an olds
people restaurant which is contrary to
the main values of McDonalds company
which is to satisfy the younger markets.

IX.
CONTINGENCY
PLAN

 To emerge another sector or age

brackets of customer to portrait the

real image of an all ages fast
food.

To aid the awry thoughts of other

segments by encouraging seniors to

bring their family to the fast food
chain in a way of music
background while they are sitting
for their coffee.

 To complement fast-moving

products to a non-fast moving

products in order to have an
additional revenue as well.
To promote products in a

specific time in offering coffee

to lessen the crowd.

X.
IMPLEMENTATION
PLANNING

 Planning is what we do in everything

we want to achieve while strategy is

what we use in order to achieve it
efficiently and effectively- which
makes the process strategic
planning. Its like visualizing a
desired future and making this vision
into broadly defined objectives
together with the plan of action to
achieve them.

 Our strategic plan came up with two

bright ideas: First, The New Product

Strategy, we came up with the idea
of Matching the fast-moving
products to non-fast-moving
products, where as you can
conclude or even visualize could
create a taste of interest to the
customers and may ask themselves
why not?

which in this stage triggers them to buy that

particular match-up products. Second bright
idea, The New Pricing Strategy, this strategy
focuses on the additional purchase of a
particular customer. Using the electronic
gadgets or even simple pliers would help to
encourage the customers to buy more by
including words just add and save then a
particular amount. It makes the customer
think of lesser burden in his or her food budget
without even noticing its real purpose is just
for additional purchase.

THANK
YOU

PREPARED BY:
CHRISTMAE JUSSEL M.
CANTALEJO
PHOEBE KATE T. ATIENZA
KIMBERLY M. AMURAO