McDonald’s uses demographic segmentation strategy with age and income as the parameter. The main target segments are aparent with two children, children, business customer and teenagers as the information below:
Target Segment and What is the reason for coming to McDonald’s restaurants?
A parent with two children : Visit McDonald’s to give the children a treat.Children : Want to visit McDonald’s as it is a fun place to eat.
A business customer: Visit McDonald’s during the day as service is quick, the food tastes great and can be eaten in the car without affecting a busy work schedule.
Teenagers : Are attracted by the saver Menu which is affordable, and the internet access available in restaurants.
As shown above, each group is different reasons in for coming to McDonald’s restaurants. Actually, McDonald’s has happy meal which toys ranging from hot wheels to various Walt Disney characters to attract the children segment. From this, they have a tie-up with Walt Disney. At several McDonald’s restaurant, it also provides special facilities like “Play Place” where children can play archway games, etc. This strategy is aimed at making McDonald’ a fun place to eat. Besides, it also attracts the young urban family wanting to spend some relaxing time while their children have fun at McDonald’s restaurants. For the teenager, McDonald’s uses several prices in several products, keeping in mind the different price to attract this customer group. Furthermore, Wi-Fi is provided for the customer to the McDonald’s restaurants.
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