Select three fast food chains such as, McDonalds, Wendy\'s, and Burger King. Go

Question

Select three fast food chains such as, McDonalds, Wendy's, and Burger King. Go online, visit the company websites, and compare the marketing strategies of the three restaurants that you select. In 1-2 pages, discuss the following:

Who is their target market (think about demographic, cultural, and social factors)?

What are some of the differences (if any) in the companies' target market?

In your opinion, what are some of the strategies implemented by each company to help them to successfully reach their target audience?

Explanation / Answer

The target market of the three fast food companies are the youngsters, college students, office goers and some middle aged people who are usually short on time and need something quick, nutritious and filling stuff to satiate their hunger pangs. These customers belong to the middle to lower middle class of the society and visit the restaurant for recreation, enjoyment and fun. The children often visit for toys, chicken nuggets and smoothies, while the grown ups have their double burgers. The customers are from all ethnicities and races.

The differences in target market of the three companies are very small. The more health conscious go to the one with more nutritious choices, whereas those looking for more variety go to the one offering a wide range of selection.

Soem strategies may include

(a) Promotional campaigns with help of celebrities to connect with youngsters.

(b) Offering of customized products like theme based menu for special occasions like birthday to attract children. Offering a toy on a minimum purchase value is also an attraction.

(c) Promotion of sustainable practices of doing business to connect with middle aged people, parents and profesionals.

(d) Promotion of use of freshest and ethically sourced food items to build a brand image of customer centric and caring organization.

(e) Provision of calory charts and nutrition values of food items to attract health conscious customers.

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