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McDonald's: Addressing changing food values through market research

Addressing changing food values through market research

This Case Study focuses on the affect of society's changing food values on the quick service restaurant industry. It outlines McDonald's Australia's commitment to address those changing values by ascertaining market needs and providing more choice for the consumer.

As a result of reading this Case Study, students should be able to:

  • Understand the importance of meeting stakeholder needs in a changing business environment
  • Understand the importance of market research in responding to consumer needs 
  • Identify how McDonald's Australia has created menu changes and communicated these changes to the consumer.



Health and fitness have become increasingly important issues in the twenty-first century. With concerns about rising obesity levels and a greater understanding of the importance of good nutrition, consumers have been demanding healthier food options.

Meeting stakeholder needs in a changing business

The business environment is not static. It evolves with time, reflecting changes in the broader social environment.

Responding to consumer needs

McDonald's Australia's approach has been to listen and learn.

Creating the changes

In order to create the changes, it was first necessary to identify exactly what those changes should be.

Communicating with the consumer

Making the changes is crucial, but it is equally important to communicate these to the consumer.


The quick service restaurant industry, led by McDonald's Australia, has come a long way towards addressing changing food values. But the story does not end there.

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(Page 1 of 7)
Associated with:
Learning Area(s):
  • Business Environment | Measuring business performance
  • Business Environment | Mission and Objectives
  • Business Environment | Stakeholders
  • Business Environment | The external environment
  • Marketing | Ethical/legal marketing decisions
  • Marketing | Market research methods/analysis
  • Marketing | Marketing analysis and segmentation
  • Marketing | Product development
  • Marketing | Promotion strategies and their application
From: Edition 4

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