410982R – SACE No.

Facts

• Founded may 15th 1940, san Bernardino, California

• Founder Richard and Maurice Mc Donald

• 33,000+ locations world wide • Public Company

Beginning of McDonalds

• “Mc Donalds Famous BBQ” first opened in 1940 by Mac and Dick Mc Donald• After realising that burgers were the most popular item the restaurant changed to sell primarily burgers.

Franchise’s

• In 1953 Mc Donalds began to franchise, restaurants opened up in Phoenix, Arizona California.

Oldest Operating Mc Donalds (Downey, California)

List of Campaigns

• Global Gladiators•  Golden Arches•  Mac and Me•  Mac Tonight•  McDonaldland•  McDonald's Monopoly•  McDonald's Treasure Land Adventure•  M.C. Kids•  Ronald McDonald•  Supersize• Teenie Beanies•  Wacky Adventures of Ronald McDonald

The Golden Arches

• In 1962 the Golden Arches Campaign launched.

• The Golden Arches then later became part of the Mc Donald's Logo.

• It was the first campaign Mc Donald's launched and the most influential on the business.

Mc Donalds Treasure Land Adventure

• Sega Gensis Game (1993)

• Advertising to a younger target audience in hope that children will ‘nag’ their parents to get them mc Donald's

Angus Burgers

• New beef range in Australia

• Over the top commentary in the commercials

• Advertised as a gourmet burger

• Older target audience ( most likely due to advertisement laws/ requirements)

“Relive the taste of another era”

• 2011 Australian Mc Donalds Commercial

• Mc Donalds 40th Birthday • Bringing back Mc Oz / Shaker Fries• Shows Old Footage of people eating

burgers• Actual Employees are showing the

product

Im Lovin’ It

• Current Campagin • Launched 2003 • Translated into 13 different

languages • “Im lovin’ it” catchy slogan

Healthy Choices

• Callories have recently been placed in advertisements and on menu boards in restaurants.

• Healthier products available ( wraps, salads)

• Advertising to more health conscious people.

• Widening target market.

Online

• A number of online websites have been created by Mc Donalds and have a demographic of mainly children.

• The websites contain fun games, videos and activities all targeted at children.

• www.happymeal.com www.mcworld.com

• 365,000 different children and 294,000 different teenage views on the websites per MONTH

Changes and Similarities over time

• The Mc Donalds advertisements have always focused on the overall Mc Donalds experience rather than the actual food products themselves.

• Never compared themselves to other companies.

• The food and atmosphere has always been portrayed as making people happy. (eg. ‘Im lovin’ it”) [if you buy this food you will be happy!]

Demographic changes over time

• Demographic gradually moved from families to children ( animated shows, video games) and now to a much wider harder to define audience

• Today the audience is much more older people an example of this is the healthy choices range where calories are shown next to the food item.

Advertising Techniques

• Always advertising a better life. (happy faces ect.)

• Always make the product look appetising.

• Online advertisment, aimed at children (www.happymeal.com)

• Always diversifying products/services (mc café, healthy choices, angus)

Future

• Based upon recent trends I predict that mc Donald's will continue using their current techniques. This is because it is working well for them

• Online advertisement will continue and most likely grow because of the large amount of internet traffic. Also the age of the average internet user is getting lower and lower and this will appeal more to children.

• As trends come into the population Mc Donald's will adapt and change to accommodate them.

Bibliography • Unknown. (2009). Fast Food Facts In Breif. Available:

http://fastfoodmarketing.org/fast_food_facts_in_brief.aspx. Last accessed 1st March 2012.

• felicialovinit. (2007). I'm Lovin It Campaign. Available: http://felicialovinit.blogspot.com.au/2007/10/look-out-for-this-blog.html. Last accessed 1st March 2012.

• Unknown. (2012). Happy Meal. Available: http://www.happymeal.com/en_US/index.html. Last accessed 1st March 2012.

• Unknown. (2012). McDonald's History. Available: http://www.aboutmcdonalds.com/mcd/our_company/mcdonalds_history_timeline.html. Last accessed 1st March 2012.

• Unknown. (2012). History Of McDonalds. Available: http://en.wikipedia.org/wiki/History_of_McDonald's. Last accessed 1st March 2012.