Essay About Mcdonald’S Case Noteanalysisthe Trends And Burger King

McDonald Case
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McDonald’s Case NoteAnalysisThe trends in McDonald’s external environment that are likely to have the greatest impact on the company’s ability to sustain a competitive advantage is: the millennials eating out at fast-casual restaurants that emphasize ingredient quality and demonstrate an awareness of social issues like environmental sustainabilitythe key demographic group for most fast food restaurants is young adults,18-32-year-old age group; they are called “heavy users” and visit fast food restaurant chain twice or more per weekthe millennials consider transparency very important; restaurants being open about their food sourcing and preparation give trust and thus attract young adults but McDonald’s has been unsuccessful in attracting these millennialsMcDonald’s public image has been seriously damaged by more than a decade of negative pressMcDonald’s use of beef tallow as flavoring when cooking French fries, use of pink slime, making burgers out of boneless lean beef trimmings mixed with ammonium hydroxide were the main reason Easterbrook is trying to appeal to the millennials by digitization- he hired former Google executive to improve social media presence, develop smartphone apps, and test mobile payment systemsHow is McDonald positioned vis-à-vis its major competitors? Although McDonald is the largest in the industry, it is behind all of its competitors (Burger King and Wendy’s) in terms of service, food quality, and innovation. When compared to Burger King, Burger King is the third largest in the industry and its stock outperformed McDonald’s in 2015Burger King is successful because it focused on simplicity: adding sauces, cheese and etc. to its core burger line to create new menus – allowed them to innovate without slowing serviceBurger King was also successful in offering limit time offers and attractive promotions Wendy’s differentiates itself as a cut above its competitors by offering higher-quality food that is made fresh-to-order. Wendy’s is doing better on betting big on just a few hit products, such as its pretzel bunsWendy’s has a faster service than McDonald; its average service time is one minute less than McDonald’s service time of 189.2 second Unlike Burger King, Wendy’s, and Taco Bell, McDonald’s greater variety of menu options slow down the order fulfilment process, increase employee stress and customer frustrations.