McDonald’s

Marketing Mix

Product: McDonald’s offers a standard menu including burgers, chicken sandwiches, French fries, breakfast items, soft drinks, desserts and other items which vary by location of the branches. Food products are cooked in advanced, kept hot and packaged to order, allowing for a customer’s short wait time. Due to changes in customer demands, McDonald’s is constantly introducing new products and phasing out old products.

Price: McDonald’s implements various types of pricing models. There are three tiers. There is value pricing with its Dollar Menu, which was launched nationally in 2002. With the economic downturn at the time, this was a good way to keep and acquire new consumers. They also employ product line pricing for its regularly priced items. Included in its Value Meals are the sandwich, French fries, and a drink. Then they also have their more expensive premium items like the Angus burgers. McDonald’s also does promotional pricing. Often times, there will be banners and posters advertising deals like “Two Sausage McMuffins for $3.” Recently, McDonald’s have also use penetration pricing, for its breakthrough into the coffee market. For a few hours in the early morning, customers can try a small coffee for free.

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Lockyer, Sarah E. Nation's Restaurant News; 8/4/2008, Vol. 42 Issue 30, p1-9, 2p, 1 Color Photograph

Place: Products and services are offered in stores with seating available and drive through locations conveniently placed along highways. McDonald’s is the world’s largest owner of corner lots. This can be advantageous in that customers from a wider range away from the store can see it and consider dining there.  

Promotion: McDonald’s engages in a lot of advertising through the usual media of television, radio and newspaper, as well as public relations through sponsorships and sales promotions. McDonald’s has always been a major ...

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