McDonalds Brand Analysis By Emily Taliangis SACE Number: 709547F.

McDonalds Brand AnalysisBy Emily Taliangis

SACE Number: 709547F

McDonalds History – 1940 to 1969

▪ 1940 –Bar-B-Q opened

▪ 1955 – First McDonald’s store

▪ 1961 – New logo introduced

▪ 1962 – First indoor seating

▪ 1963 – The 500th restaurant opened

– First television ad released

▪ 1967 – Becomes an international company

– Advert targeting children introduced (Analysed)

▪ 1971 – McDonald ‘characters’ created

– First Australian store

– “You Deserve a Break Today” launched

▪ 1974 – Big Mac Jingle Challenge

▪ 1976 – First Drive-Thru

▪ 1978 – 5000th Restaurant openedMcDonald Brothers Bar-B-Q

1961 New Logo

First McDonald’s Grand Opening Advert; the ‘15 cent

hamburger’ text being the main focus

McDonalds History – 1970 to 2014

▪ 1979 – Happy Meals introduced

▪ 1984 –”It’s a Good Time for the Great Taste of McDonald’s” advertising theme introduced

▪ 1987 – Fresh salads added to menu

▪ 1997 – “Did Somebody Say McDonalds” Campaign released

▪ 2000 – “We Love to See You Smile” Campaign launched

▪ 2002 – Made November 20th World Children's Day

▪ 2003 – First global ad campaign released

▪ 2006 – All nutritional information released

▪ 2010 – McDonalds offers free Wi-Fi

▪ 2011 – Healthy option added to McHappy meals

▪ 2012 – Renewal of Olympic Games top sponsor

▪ 2013 – Home delivery trials in Sydney

McDonalds first McHappy Meal

Fresh Salad Advert (1987)

McDonalds – Official Restaurant of the 2012

Olympic GamesWorld Children’s Day

Poster, featuring Ronald McDonalds hand

Original Market

▪ The first McDonald’s targeted local teenagers

▪ The target market remained the same throughout the ‘40s and ’50s

▪ Speedee

▪ Carhops limiting target audience

▪ Carhops removed, Suburban families began to be the target market

McDonalds Car-Hop Service

Speedee; the original mascot

Market Change

▪ Dramatic market change since the beginning of McDonalds

▪ Began targeting children

▪ Dining zones, more family friendly environment

▪ Introduction of McCafe

▪ Free Wi-Fi

▪ Advert campaigns targeting different audiences

McCafe AdvertisementThe use of elaborate text adds

class to the advertisement and the use of picturing rich chocolate and golden coffee ads appeal and stands out to

older audiences.

McDonald's Wi-Fi Poster

Ronald McDonald targeting children

Current Market

▪ Supersize Me – Raised questions into the healthiness of McDonalds

▪ Released healthy options, appealing to adults

▪ McDonald's target market today is very broad and caters for every age and race.

▪ Certain advertisements created to appeal to a wide target audience

Screenshot from McDonalds’s website, promoting their ‘healthy options’

Indian McDonalds

1967 Television Advert Analysis

▪ http://www.youtube.com/watch?v=zRrMpRZ2PGc

Targeting Kids

▪ McDonalds uses many techniques to target kids

▪ Happy Meals

▪ 96% of all school children's in the United States of America recognise Ronald McDonald

▪ Walt Disney promotional “Happy Meal” toys

Hamburglar Grimace, Mayor McCheese,

Captain Crook, and the Big Mac join Ronald

McDonald in McDonald Land

Pirates of the Caribbean McHappy

Meal

Ronald McDonald House Charity

▪ Non-profit organisation

▪ Helps seriously ill children and their families

▪ 1 in 8 Australian's have been helped or know someone who has

▪ Donation Boxes

▪ Used as an advertising tool.

▪ Customers buy, feeling they have contributed

Advert Analysis - McWrap

McCafe Advert Analysis

▪ http://www.youtube.com/watch?v=-3upf-GE-R0

Targeting Teenagers

▪ Social Media

▪ Saver Menu

▪ Internet access

▪ McDonalds App

▪ Continue with the online approach in the future

Teenagers hang out at McDonalds

McDonalds phone application

Facebook page

Future Trends

▪ Home Delivery

▪ Online ordering system

▪ More healthy food menu choices

▪ Market will stay the same, very broad

Home Delivery Trials in Sydney, 2013

Bibliography

▪ http://www.aboutmcdonalds.com/mcd/our_company/mcdonalds_history_timeline.html

▪ http://www.aboutmcdonalds.com/mcd/corporate_careers/training_and_development/hamburger_university.html

▪ http://www.mcspotlight.org/company/company_history.html

▪ http://thedesigninspiration.com/articles/40-clever-advertising-campaigns-of-mcdonalds/

▪ http://www.fastfoodmarketing.org/media/fastFoodFACTS_TargetedMarketing.pdf

▪ http://impressivemagazine.com/2013/08/21/toys-as-marketing-tools-at-mcdonalds/

▪ https://www.facebook.com/RMHADEL

▪ http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/9520047/McDonalds-launches-first-vegetarian-restaurants-to-target-Indian-pilgrims.html

▪ http://www.rmhc.org.au/

▪ http://www.mchappyday.com.au/

▪ http://www.heartfoundation.org.au/information-for-professionals/heart-foundation-tick/Pages/tick-facts.aspx