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McDonald's Marketing

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Most McDonalds restaurants offer both counter and drive-through service, with indoor and sometimes outdoor seating. The Drive-Thru, Auto-Mac, or McDrive as it is known in many countries, often has separate stations for placing orders, paying for them and picking up orders. In some countries "McDrive" locations near highways, offer no counter service or seating. In contrast, locations in high-density city neighborhoods often omit drive-through service. Menu choice also involves variety. The emphasis is on the standardized limited menu with high quality and low wait times. The menu serves typically serve different types of food products in a range of sizes.

Its French fries, Big Mac, and Happy meal have all become big hits. McDonald sticks diligently to its core limited menu but has always risen to the occasion innovatively and catered to the local palate. The traditional hamburger made of ground beef served at most McDonalds is varied as per local requirements. In India, the Big Mac is called the Maharaja Mac, while in Australia, McDonald's menu features the McOz, which is similar to a Quarter Pounder and features beetroot, tomato and fried onions, popular additions to hamburgers in Australia.

In some Canadian locations, McDonald's also sells poutine, a Canadian dish of French Fries, cheese curds, and gravy. In the Netherlands, French Fries are often served with mayonnaise, as it is popular there. McDonald's has also diversified into "McCafé " counters, which sell brewed, and specialty coffees and snacks and cakes in addition to the regular menu. In Portugal, "McCafé s" serve coffee in china cups as per the country’ s custom of after meal coffee in delicate china. Names of other international hamburgers include the Kiwi Burger (with egg), the McHuevo, the McNifica, the McAfrika, and the McLaks.

Starting 2005, Singaporeans will also get to enjoy home delivery at a flat delivery fee of S$2.00 at any time of the day/night. Within the highly competitive market, competing, winning and maintaining market share is challenging.

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preview essay on McDonald's Marketing
  • Pages: 7 (1750 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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