McDonald’s: successful brand

1.

McDonald’s:
successful brand
Created by Matveeva E.M.

2.

CONTENTS
● About the company
● Factors of success:
○ Pricing policy
○ Franchising
○ Brand colors and logo
○ Customer turnover
○ Focus on different segments of
the target audience
○ Image and reputation
● Conclusion

3.

About the company
● McDonald's is the world's largest fast
food restaurant chain, founded in 1940
● In 1948 formulated the principles of the
concept of "fast food"
● In 1965, the company went public by
listing its shares on the New York Stock
Exchange
● In 2020, the chain had 39,000
restaurants in 120 countries around the
world

4.

Factors of success
01
Pricing policy
04
Customer turnover
02
Franchising
05
Focus on different
segments of the
target audience
03
Brand colors and logo
06
Image and reputation

5.

Pricing policy
Franchising
● Prices are usually low
and affordable, which is
done in order to appeal
to their target market
● Discounts and
promotions are
regularly offered to
attract customers
● McDonald's owns most of
the restaurant's real
estate, which gives it
greater control over
costs and profits. It also
allows McDonald's to
generate revenue from
franchising and rentals

6.

Brand colors and
logo
Customer
turnover
The brand was created in red and yellow,
because they say that red stimulates
appetite and pushes to action - making a
purchase. Yellow means happiness and
friendliness.
The logo - the letter M - was originally
a little different, but transformed to
resemble French fries.
If the visitor stays for a long time,
there will not be enough space for new
customers, so a certain percentage of
revenue will be lost. All the "conditions"
have been created to make the turnover:
uncomfortable solid furniture,
uncomfortable room temperature.

7.

Focus on different
segments
of the target audience
● Happy Meals
● McDrive
● "Create Your Taste"
restaurants
● Special menu
for breakfast
Image and
reputation
Tasty and affordable food
Fast service
Convenient location
Rewards program
Environmental marketing
initiatives
● Charity

8.

Thank you for your
attention