The McPlan

After losing 500 million orders in the last five years, McDonald’s made an economical decision to cater to its original audience and embrace their fast-food identity.

The world’s largest fast food chain will stick to its roots after a failed attempt to broaden their customer scope.

The idea for change was based off a customer survey that was conducted in 2016. This research was distributed to help understand why their customers are investing their money somewhere else. The results of the study showed that the customers were fleeing to other fast-food chains instead of fast-casual chains that offered healthier options.

McDonald’s Senior Vice President of Corporate Strategy and Business Development Lucy Brady said they will focus on its core customers.

“We don’t need to be a different McDonald’s, but a better McDonald’s,” Brady said.

The chain will focus on improving the quality of its food and making coffee a top priority on a global scale. Another plan, is to provide a mobile ordering in 20,000 restaurants and renovate its existing locations. Some will include self-order kiosks and table service to offer its customers an “experience of the future.”

The franchise’s hope is to continue to have a relationship with its existing customer base and regaining the attention of the customers that they had previous lost over the years.

Another victim of the “customer-chasing” dilemma was Burger King. Their efforts to appeal to a more health-conscious demographic failed and therefore, returned to its roots.

This is a real-world example of how it is not always wise to try to appeal to all audiences. Try to Stick to a specific audience that is most important to your organization/company. Acknowledge the public that is already there and cater to their wants and needs. Embrace your niche and identify why your public chose you over any other competition.