Best Organic Food Report 2022

Running head: ORGANIC FOOD 1
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Executive summary
The advent of a millennial generation that craves for organic food due to health concerns
has revolutionized the menus offered by restaurants. However, most fast-food restaurants such as
McDonald’s are still using conventional foods making them lose a significant share of organic
customers who prefer other alternatives. This report presents a novel idea of establishing organic
cafés within McDonald’s to serve organic consumers with products such as whole-grained
burgers, zero sugar beverages, organic chicken and raw juice. The use of innovative tools and
techniques has been employed extensively

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Organic food
Introduction
Conventional food has been reported as the leading factor of deteriorating public health
among the aged and children not forgetting diseases such as obesity, diabetes, and heart-related
maladies. Conversely, organic foods particularly raw vegetables, whole grains, and grass-fed
meat are said to be safer and more sustainable compared to genetically engineered and processed
junk foods that constitute the bulk of the diet in the U.S. (Chait, 2019).This is the reason why
establishing an organic café for McDonald’s could cater for the health-conscious consumers who
are skeptical when it comes to consuming conventional food. The organic consumers will be
served with whole grain burgers, zero-sugar beverages, raw juice, and organic meat.
Target consumers
According to research conducted 2009,it identified three organic customer demographics that
McDonald’s can serve and increase their sales(Chait, 2019) . The periphery consumers and this
group constitute 14% of the total organic consumers. It is comprised of people who are starting
to depend on organics, though they make no important behavioral transformations and this
means they purchase little to no organic products (Cummins, 2014). Mid-level organic customers
constitute the bulk of organic buyers that is around 65%. The consumers not only change their
attitudes but also their norms and purchase organic foods (Pestek, Agic & Cinjarevic, 2018) . The
last classification is that of primary organic consumers and this is made of a small niche, which
is 21% of individuals who are obsessed with organics. They demonstrate their passion for

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organics through attitude and behavior. The consumers converse only about organics and only
buy organic foods.
Novel value proposition
The change in consumers' needs revolutionizes the manner of operation for businesses.
The millennial are concerned with eating habits particularly now that many diseases are arising
due to unhealthy eating lifestyles. Thus, many consumers are shifting their eating patterns
towards organic foods as a way of ensuring they eat healthily. McDonald’s could use such a shift
towards organic food products by introducing organic cafés in their already existing restaurants
to serve organic consumers. This would mean offering specialized products such as natural
juices, zero sugar beverages, and organic burgers.
Competitive advantage
One of McDonald’s main competencies is its ability to offer convenience when
customers demand and need to eat at competitive rates while getting the ultimate value for their
cash. The restaurant's competitive edge enables it to concentrate on being consistent through its
food production and utilizing raw materials across the globe. The global recognition associated
with McDonald’s as a brand provides another competitive edge
Cost leadership enables McDonald’s to offer food rates that competitors cannot compete
with. To achieve this, McDonald’s stores are efficient and maintain daily operations costs at a
minimum. It is through this that enables McDonald’s outlets to be superior compared to those of
rival fast-food joints since it can offer its products at lower rates. The other important core is
McDonald’s speedy preparation and delivery of food.