In more than half a century of existence, this leader of American fast food has made a global mark and became the largest fast food chain, serving 46 million customers a day. It is a multinational company with over 30,000 franchisees in 121 countries, which recorded a turnover of $20.46 billion in 2005. The numbers are steadily increasing. How has this giant emerged in France, and what is its strategy to maintain its position as market leader in the French fast-food market?
The fast food market is growing. The money spent on eating out, accounts for more than 20% of a household's food budget. This is the result of the increasing distance between workplaces and homes, and the increasing number of working women. The fast food market is heterogeneous, with several segments built around a flagship product, such as the hamburger, sandwich or the pizza. The time spent on lunch is 38 minutes, and the average cost is about €8. Individuals seek a quick formula, good value for money and a reasonable distance from their workplace.
Although it has only one direct competitor, the alternatives are numerous. Indeed, there are many brands on the market for fast food that offer products such as pizzas, sandwiches, kebabs, and so one. The ones that have significant market shares are Flunch, Paul, La Brioche Doree, Pizza Hut, etc.There are also a number of newcomers who are positioning themselves on the market for diet and organic products.
However, McDonald's is still a leader in the foodservice market, far ahead of others. Its sales are three times higher than its challenger Quick. The choice of suppliers for McDonald's is important, because they must provide quality products at competitive prices. To ensure this, McDonald's uses brands such as McCain, Danone, Coca-Cola, and Vittel. McDonald's France uses French and European products and is present in the agricultural market regarding its beef supplier. Indeed, 40,000 French farms have participated in cattle supply for the brand.
McDonald's pays for 99.8% of its food purchases within the European Union, with 76% in France. The company is thus a major partner in the French agricultural world. Any launch of McDonald's is based on an image that is conveyed through a logo, slogan, and the mascot Ronald. McDonald's is symbolized partly by the golden arch depicting "M" which appeared in 1962, and partly by the smile of Ronald, a clown invented in 1963 and since accompanied by a slogan "I'm loving it", since 2003.
Tags: American fast food, global mark, French fast-food market, hamburger, sandwich, pizza, Flunch, Paul, La Brioche Doree, Pizza Hut, McCain, Danone, Coca-Cola and Vittel
[...] However, McDonald's is still a leader in the foodservice market, far ahead of others. Its sales are three times higher than its challenger Quick. C. Suppliers The choice of suppliers for McDonald's is important, because they must provide quality products at competitive prices. To ensure this, McDonald's uses brands such as McCain, Danone, Coca-Cola, and Vittel. McDonald's France uses French and European products and is present in the agricultural market regarding its beef supplier. Indeed French farms have participated in cattle supply for the brand. [...]
[...] A few years ago, McDonald's was associated with "junk food" in the minds of many people, especially women. Thus, McDonald's changed its strategy and appeased them by offering special menus for women and children. Makeovers for restaurants McDonald's was previously structured around a uniform framework. We found the same atmosphere in all restaurant spaces, the same style of furniture and the same color codes. Indeed the outlets were very focused on the burger, and the other products did not intervene. [...]
[...] He is also in accordance with the image of the brand. The slogan lov i ng i The 3 'i's' in the slogan represent intelligence, innovation and integrity. Intelligence is needed to meet consumer expectations. Innovation lies in the innovation of menus, diversification, and offering products such as fruits, salads, etc. Integrity involves the building of trust and social responsibility. The in lovin it" of "It's everything I love"), represents the brand perception by the consumer. The is what the consumer likes about the brand. [...]
[...] To attract children, the character of Ronald was created in 1963 and the Happy Meal was introduced in 2003, with a menu specially created for children with a toy inside (partnership with Disney), which changes regularly according to the releases of Disney movies or events. Each restaurant offers a playground specially designed for children. Youth (15-25 years) To attract and retain young customers, McDonald's set up: ? specific operations, at certain times of the year with prizes to be won through the offers on the products (E.g. [...]
[...] Appendix ORGANISATION OF MCDONALD'S France The great figures of McDonald's JEAN PIERRE PETIT President Director General JEROME TAFANI Director General in charge of finance and information systems PIERRE-FREDERIC Roulot Director General in charge of network operations Eric Gravel Vice President for External Relations of McDonald's France Didier Bessaguet Vice President for National Operations Hubert Mongon Vice President for Human Resources Gregory Champetier Vice president, marketing, communication and study Annex ORGANIZATION OF A RESTAURANT DIRECTOR OF MARKETING There is a market manager for area that provides an advisory and oversight, with franchisees who work for McDonald's France. [...]
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