Case Study Pages:
'Quality, Service & Cleanliness' (QSC)
Successful businesses respond to the changing needs of their customers in order to maintain customer loyalty and sustain market growth. The way people eat and what they eat is changing - people are becoming more aware than ever of the importance of health and nutrition, the popularity of products such as coffee has soared and people's working hours are increasing. In order to keep up with these market drivers, McDonald's has evolved its menus and restaurants with offerings such as salads, fruit, deli-style rolls, the McCafe® concept and breakfasts. Responding to customer needs is part of McDonald's service principle.
Customers are also becoming more interested in having information about their food, its production methods, and the companies who supply it. McDonald's has responded to customer demand by making nutrition and other information easily available, ensuring customers can access information whenever they want. Direct communication with customers is extremely important to McDonald's - not only to launch new products or promotions, promote a balanced lifestyle or Ronald McDonald House Charities, but also to counter misinformation or urban myths surrounding the business. It is vital that McDonald's is able to counter these claims about the company and its products in ways that are accessible to every customer. Some of the methods McDonald's uses are:
- Television commercials
- Brochures, traymats and leaflets (available in-store or as a download from the McDonald's website - www.mcdonalds.co.nz)
- Magazine and newspaper advertisements
- Radio commercials
- Public relations
- Speaking opportunities
- Internal newsletters
- Country-specific websites.
Using a wide range of communication channels ensures the company is able to reach every demographic with the most appropriate medium.