AT02 Research Report Babak 131501994 Harindar Essay

Submitted By Yarrvalli
Words: 1583
Pages: 7

Table of contents
Introduction 1
Objectives 1
Research Methods 1
Competitive Environment 1
Weaknesses 1
Customer needs 2
Customer Expectations 2
Trend towards healthy eating 3
Local fast food restaurant chains 3
Customer service strategy 3
Conclusion and Recommendations 4
References 5
Appendices 6
Appendix 1 6

Introduction
The McDonald's Corporation started its activity in 1940 and now as the world's biggest chain of hamburger snacking restaurants, have proximately 68 million customers per day in 119 countries through 35,000 outlets.
The McDonald introduced the "Speedee Service System" in 1948 furthered the principles of the modern fast-food restaurant that the White Castle hamburger chain had already put into practice more than two decades earlier.
At this moment most of McDonald's restaurants offer two kinds of services including counter service and drive-through, with indoor and sometimes outdoor seating.
McDonald's Corporation earns revenue as an investor in properties, a franchiser of restaurants, and an operator of restaurants. (Wikipedia)

Objectives
The Aim behind this report is to perform a research on customer service provided by McDonald food chain stores. Besides, the customer service methods and techniques used my McDonald will be discussed in detail.

Research Methods
To support this report a mystery shopper form is prepared and is filled out based on the observation of the authors. Besides, online survey in blogs, websites, and newspapers are used as another part of this survey.

Competitive Environment
For businesses to understand adequately the nature of the competition they face, they must define their market accurately. This involves recognizing a broad base of competitors. McDonald's has thousands of competitors, but the most important competitor in Australia is Hungry Jacks. Hungry Jacks also have too many branches in Australia next to mc Donald’s or in every Suburb. Hungry Jacks burgers are similar to mc Donald’s and prices as well but the taste of burgers are totally different. Each of them fights to have a bigger share of the market. Both companies are always try to compete every time Because customers always want to go where they are getting more and more facilities for example (Complimentary Sauces, refill cold drink , play grounds for children etc. )
Weaknesses
Negative publicity: McDonald’s is heavily criticized for offering unhealthy food to its customers, stimulating obesity and strong marketing focus on very young children.
Unhealthy food menu: Although McDonald’s tries to introduce healthier choices in its menu; the menu is largely formed of unhealthy meals and drinks. Such menu offering prompts protests by organizations that fight obesity and hence, decreases McDonald’s popularity. (Jurevicius, 2013)

Customer needs
All the time, consumers' tastes change gradually in response to alteration in fashions, trends, and more awareness of alternative products or services. All business owners have to monitor these variations and, forecast the future behaviour of customers. Quick service restaurants (QSR) have reached product life cycle maturity in most of developed countries. Since there is a high level of competition among QSR’s, they always try to inject fresh life through innovative ideas to prolong their lifespan in the market.
Market research shows that easting fast-foods is an increasingly significant trend and is mainly popular amongst juveniles and young people. However, the total number of meals eaten in the non-quick service restaurant sector has risen while meals eaten in the Quick Service Restaurant (QSR) sector have fallen in total.
The causes of this shift in tastes are not yet completely clear. Rising incomes allow people more opportunities to turn eating out into a more individualised experience rather than a routine 'quick fix'. At the same time, when it comes to informal eating out, people may be moving away from burgers and fries towards other meals that are promoted as…