Mc Donald's Marketing Plan Phase Ii Essay

1909 words - 8 pages

The future of McDonald'sAmerica's love affair with fast food has hit a rocky patch and there is litigation in the air. Nutritionists warn us about trans-fats and super-sizing our way to obesity. Something is not right in the drive-thru, our transport to a half-century of low-cost, high-calorie, turned-on-a-dime comfort food.As Americans get fatter, and critics look for culprits among peddlers of cheeseburgers and chicken fingers, the nation may be about to engage in a culinary transformation. What is the future of fast food? Will our passion for French-fries fade as we learn to eat smarter? Will the chains reinvent themselves through menus that an increasingly health conscious public ...view middle of the document...

owns, operates and franchises Jack in the Box quick-service hamburger restaurants and Qdoba Mexican Grill (Qdoba) fast-casual restaurants. As of October 1, 2006, the Jack in the Box system included 2,079 restaurants, of which 1,475 were Company operated and 604 were franchise-operated. Jack in the Box restaurants is located primarily in the western and southern United States. As of October 1, 2006, the Qdoba Mexican Grill system included 318 fast-casual restaurants in 40 states, of which 70 were Company operated and 248 were franchise-operated. The Company operates its business in two operating segments, Jack in the Box and Qdoba (Google Finance, 2007, Jack in the Box).The Company's primary source of revenue is from retail sales at Company operated restaurants. The Company also derives revenue from sales of food and packaging to Jack in the Box and Qdoba franchises, retail sales from fuel and convenience stores (Quick Stuff), and other revenue from franchisees, including royalties, franchise fees and leased real estate. The Company also recognizes gains from the sale of Company operated restaurants to franchisees (Google Finance, 2007, Jack in the Box).Wendy's International, Inc. is primarily engaged in the operation, development and franchising of quick-service and fast-casual restaurants. As of January 1, 2006, the Company and its franchisees operated 6,746 restaurants under the name Wendy's in 50 states in the United States, and in 18 other countries and territories. Of these restaurants, 1,502 were operated by the Company and 5,244 by its franchisees. As of January 1, 2006, Wendy's International, Inc. and its franchisees operated 2,885 Tim Hortons (Hortons) restaurants, with 2,597 restaurants in Canada and 288 restaurants in the United States. Of these restaurants, 95 were operated by the Company. At January 1, 2006, the Company and its franchisees operated 299 Baja Fresh restaurants in 21 states. This included 142 Company-operated restaurants and 157 franchise restaurants. As of January 1, 2006, Wendy's International, Inc. also operated 19 Cafe Express restaurants in Texas. Cafe Express had no franchisee-operated restaurants (Google Finance, 2007, Wendy's).Organizational buyers are a significant market segment to consider; because of the fast paced nature of the modern business world, and the fact that many consumers are held within the confines of a "working lunch", there is a viable opportunity to provide healthy quality food. The Trans Fat Menu food of McDonald's will be attractive to a diversity of customers who will now have the option of eating fast food that is a world away from greasy pizza. The factor of Trans Fat menu being available quickly and conveniently will influence their decision to order McDonald's as opposed to say Domino's Pizza.The average consumer also represents and excellent area of opportunity within the common fast food business; the fast pace of leisure time also creates a need for ready to eat food to...


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