McDonald's Brand Analysis: Assessing Profile and Performance

NBS-7017A

Executive Summary:
Introduction:
MacDonald's is a fast food restaurant franchise based in the United States that has
locations all over the world. The Chicago-based company is famous the world over for
its hamburgers. The success of the corporation rests on its ability to feed and cultivate
communities by providing billions of people with restaurant and home delivery of its
culinary goods. This project will examine McDonald's branding by collecting and
analysing feedback from a sample of 20 people using an online poll. These comments,
along with any other data we can gather, will be used to assess the brand's profile and
performance. In addition to gauging client loyalty, this will shed light on the current
status of the brand on the global market.
Brand Analysis:
MacDonald's is a fast-food restaurant chain that is well-known all over the world for its
hamburgers. In many cases, the happy meal is what prompts consumers to seek out or
place orders from a particular brand's retail or food service locations. The company has
built its reputation as an industry frontrunner, and its products reflect that status. The
company markets its fast food to families, businesses, and young adults. Families with
kids and teenagers who like burgers and fast food make up the bulk of the business
(Ameyibor et al. 2021). According to the survey, it is one of the oldest brands in the fast
food sector and one of the few that has maintained its global leadership position. Due to
several menu restrictions and the availability of superior alternatives, the company also
faces stiff competition. The firm promoted their product as a high-quality, reasonably
priced hamburger that could be purchased in stores or ordered online for home delivery
(Baliun et al. 2021). Burger King is the company's main competitor because of the
latter's similarly dominant position in the burger market. Customers' preferences are
shifting toward Burger King's wider selection of burgers, making it more challenging for

the chain to maintain its dominant position in the market. Customers' preferences and
habits are evolving, making it necessary for businesses to adapt their brand strategies
to stay competitive.
MacDonald's is one of the oldest brands in the global fast food business, and
throughout the years it has expanded to offer a wide variety of hamburgers and other
related items. Proof that the brand has endured for so long and maintained its ageless
appeal among consumers is shown by its rich history. The company's name continues
to be in the forefront of consumers' minds, cementing its position as market leader.
When it comes to flavour, McDonald's never skimps on quality. That you can get good
cuisine from this place at a reasonable price is a promise that has been kept. However,
the speed with which services are provided seems to be decreasing recently;
respondents to a recent poll reported delays in obtaining their orders and complaints
about incorrect or partial products upon delivery to their homes. MacDonald's has never
wavered from its commitment to its customers and has never compromised its core
beliefs. Both the quality and the price of its products consistently exceed expectations
(Södergren, 2021). Customers' loyalty to the brand can be nurtured and trust in the
company can be cultivated through the use of reward points. Outlets, workplaces,
theatres, and more are all places where the organisation provides service. These are
the settings that foster friendship and community. In our hectic world, when everyone is
always on the go, people come here to unwind, recharge, and reconnect with those they
care about most in this life and with themselves. These features lend credibility to the
brand and give the company's wares real worth to consumers.
Brand Authencity:7 Habits:
1. The company's advertising campaigns and the Happy Meal itself portray the
brand as one that tells stories, and each component of the Happy Meal presents
a new tale. The happy meal's included toys and trinkets pique youngsters'

interest since each one represents a different character in a story that draws
consumers to the restaurant chain.
2. It is possible to keep the brand's integrity intact through brand management that
employs a representation of the brand that is more artisanal in nature.
MacDonald's has become a household name because to its brand management
strategy, which has shown a natural flair for online brand promotion. When it
comes to building its online reputation, the firm puts in a lot of effort through
digital marketing methods. The company is a traditional brand that makes use of
social media innovation by promoting its unique fries through user-generated
photographs posted to platforms like Instagram (Al-Qumayri, R.A., and Ahmed,
M., 2021). Through its food vendors, Macy's spreads news of its successful
programmes, which boosts the company's online reputation. The firm's paid
social media promos and Happy Meal Play zones' depictions in YouTube
channels are examples of the strong digital marketing strategy the company
conducts, and together they show that the company is making good use of digital
media to uphold the integrity of its brand.
3. To maintain credibility and develop consumer trust, a company's brand should
never stray too far from its original intent. Integrity, fairness, and honesty are the
pillars around which McDonald's was built. Due to poor market and competition
analysis, the company fell short in its duties to its clients. This, in turn, hampered
its commitment to being transparent and ethical in its dealings with those clients
(Vigneron, 2021).
4. This firm's delivery and retail locations are notoriously slow and unreliable, and
its employees treat consumers unfairly. With its distinctive characteristics, the
company's brand image will continue to uphold the company's credibility in the
eyes of its target audience.