Buyer Persona

3116 Bigelow commons

Enfield, CT, 06082

415-513-8143

aandijany@baypath.edu

December 1, 2015

Zain Aldawaleebi

3116 Bigelow commons

Enfield, CT, 06082

Thank you for contacting us regarding McDonald’s menu selection for vegetarians. We appreciate your thoughts, and hope the following information will interest you.

First, at McDonald’s we are always reviewing our menu, developing new products, and looking for ways to satisfy the diverse tastes of our customers. We feel it is important to offer a variety of menu items that can be enjoyed and fit into my well balanced diet.

We presently serve several items that vegetarians can enjoy at McDonald’s garden salads, French fries and hash browns (cook in 100 percent vegetable oil), hotcake, scramble eggs, whole grain cereals, and English muffins.

As we explore our and teste new product concepts, we also look at non-meat versions.  Unfortunately, when we have tested these options with consumer, customer response was not strong enough to warrant expansion.

We operate our restaurants on the philosophy that “the customer is the reason for our business.” Ultimately, it is our customers who decide what products we offer. That is why you will find many different menu items available at McDonald’s restaurant worldwide to satisfy these varying tastes and cultures.

I hope I have explained our approach to developing product we hope you will enjoy it. If you have any additional questions, please fel free to call me collect at the above listed number.

Thanks again for taking the time to share your thoughts with us.

Sincerely,

Ahmed Andijany

Ahmed Andijany        

McDonald’s Inc.

1-800-244-6227

jeff.mochal@us.mcd.com

McDonald's Announces Official Opening of First Restaurant in Vietnam

McDonald's added 10,000th Restaurant in the Asia Pacific Region

Ho Chi Minh, Vietnam — February 10, 2014 — McDonald’s Corporation announced the opening of its first restaurant in Vietnam, which also marks the 10,000th restaurant for the chain in the Asia, Pacific, Middle East, and Africa region.

The opening of the 24-hour Drive-Thru McDonald's restaurant -- the first drive-thru restaurant ever in Vietnam -- heralds an entirely new level of dining convenience for customers in Ho Chi Minh City. Strategically located at the busy roundabout at intersection of Dien Bien Phu and Nguyen Binh Khiem Streets in District 1, the two-story standalone restaurant is easily accessible for commuters to purchase a McDonald's meal on the go using the Drive-Thru service.

Don Thompson, McDonald's President and CEO said "We're proud to open our 10,000^th regional McDonald's restaurant in Vietnam, a country which offers tremendous opportunity to grow our Brand. He also said" "I'm thrilled to be here to celebrate with our local team and welcome our new employees and customers together. Our commitment in this part of the world and everywhere is to deliver a modern and exciting restaurant experience with delicious food and drinks, at the convenience our customers expect from McDonald's."

McDonald's has added a now meal in the menu which is the McPork burger and it was especially created to reflect local Vietnamese tastes.

"Today is a very special day for the entire McDonald's Vietnam team. All of us have been highly inspired by the tremendous support we have received from the global McDonald's team and the rigorous operational training our team has experienced over the past year. We are extremely proud to serve our customers who have long waited for the arrival of McDonald's here," said Henry Nguyen, founder of Good Day Hospitality and developmental licensee of Vietnam.

ABOUT McDONALD'S: McDonald's is the world's leading global food service retailer with more than 35,000 locations serving approximately 70 million customers in more than 100 countries each day. More than 80% of McDonald's restaurants worldwide are owned and operated by independent local business men and women. To learn more about the company, please visit: www.aboutmcdonalds.com and follow us on Facebook
(http://www.facebook.com/mcdonaldscorp) and Twitter (http://twitter.com/McDonaldsCorp).

####

History of McDonald's

The McDonald family moved from Manchester, New Hampshire to Hollywood in the late 1930s, where brothers Richard and Maurice McDonald began working as set movers and handymen at Motion-Picture studios.^[4] In 1937, their father Patrick McDonald opened "The Airdrome", a food stand, on Huntington Drive (Route 66) near the Monrovia Airport in Monrovia, California^[5] with Hot dogs being the first item sold. Then Hamburgers were ten cents, and all-you-can-drink orange juice was five cents. In 1940, Maurice and Richard ("Mac" and "Dick") moved the entire building 40 miles (64 km) east, to West 14th and 1398 North E Streets in San Bernardino, California. The restaurant was renamed "McDonald's Bar-B-Que" and had twenty-five menu items, mostly barbecue.

In October 1948, after the McDonald brothers realized that most of their profits came from selling hamburgers, they closed down their successful carhop drive-in to establish a streamlined system with a simple menu of just hamburgers, cheeseburgers, french fries, shakes, soft drinks, and apple pie. The carhops were eliminated to make McDonald's a self-service operation. The brothers took great care in setting up their kitchen like an assembly line to ensure maximum efficiency. The restaurant's name was changed again, this time to simply "McDonald's," and reopened on December 12, 1948.

In 1952, the brothers decided they needed an entirely new building in order to achieve two goals: further efficiency improvements, and a more eye-catching appearance. They collected recommendations for an architect and interviewed at least four altogether, finally choosing Stanley Clark Meston, an architect practicing in nearby Fontana, in the fall.^[4] The brothers and Meston worked together closely. They achieved the extra efficiencies they needed by, among other things, drawing the actual measurements of every piece of equipment in chalk on a tennis court behind the McDonald house (with Meston's assistant Charles Fish).^[6] The design achieved a high level of noticeability thanks to gleaming surfaces of red and white ceramic tile, stainless steel, brightly colored sheet metal, and glass; pulsing red, white, yellow, and green neon; and last but not least, two 25-foot yellow sheet-metal arches trimmed in neon, called "golden arches" even at the design stage. A third, smaller arch sign at the roadside hosted a pudgy character in a chef's hat, known as Speedee, striding across the top, trimmed in animated neon. Further marketing techniques were implemented to change Mc Donald's from formerly a sit down restaurant to a fast food chain, they used such things as turning off the heating to prevent people wanting to stay so long, fixed and angled seating so the customer would sit over their food promoting them to eat faster, spreading the seats further apart so being less of a socialble place to dine in, and giving their customers branded cone shaped cups forcing them to hold their drink whilst eating which would speed up the eating process, many other companies followed Mc Donald's strategies to turn their own restaurants into fast food establishments including, Burgerking, Castle and Subway. ^[4]

In late 1952, with only a rendering of Meston's design in hand, the brothers began seeking franchisees.^[4] Their first franchisee was Neil Fox, a distributor for General Petroleum Corporation. Fox's stand, the first with Meston's golden arches design, opened in May 1953 at 4050 North Central Avenue at Indian School Road in Phoenix, Arizona. Their second franchisee was the team of Fox's brother-in-law Roger Williams and Burdette "Bud" Landon, both of whom also worked for General Petroleum. Williams and Landon opened their stand on 18 August 1953 at 10207 Lakewood Boulevard in Downey, California. Today the Downey stand has the distinction of being the oldest surviving McDonald's restaurant.^[7] The Downey stand was never required to comply with the McDonald's Corporation's remodeling and updating requests over the years because it was franchised not by the McDonald's Corporation, but by the McDonald brothers themselves to Williams and Landon. (Recognizing its historic and nostalgic value, in 1990 the McDonald's Corporation acquired the stand and rehabilitated it to a modern but nearly original condition, and then built an adjacent museum and gift shop to commemorate the site.)

In 1954, Ray Kroc, a seller of Multimixer milkshake machines, learned that the McDonald brothers were using eight of his machines in their San Bernardino restaurant. His curiosity was piqued, and he went to San Bernardino to take a look at the McDonalds' restaurant. He was joined by good friend Charles Lewis who had suggested to Kroc several improvements to the McDonald's burger recipe.

Believing the McDonalds' formula was a ticket to success, Kroc suggested they franchise their restaurants throughout the country. The brothers were skeptical, however, that the self-service approach could succeed in colder, rainier climates; furthermore, their thriving business in San Bernardino, and franchises already operating or planned, made them reluctant to risk a national venture.^[4] Kroc offered to take the major responsibility for setting up the new franchises elsewhere. He returned to his home outside of Chicago with rights to set up McDonald's restaurants throughout the country, except in a handful of territories in California and Arizona already licensed by the McDonald brothers. The brothers were to receive one-half of one percent of gross sales.^[4] Kroc's first McDonald's restaurant opened on April 15, 1955, at 400 North Lee Avenue in Des Plaines, Illinois, nearChicago. (It was demolished in 1984 after many remodels.) Kroc incorporated his company as McDonald's Systems, Inc., which he would later rename McDonald's Corporation.

Once the Des Plaines restaurant had become operational, Kroc sought franchisees for his McDonald's chain. The first snag came quickly. In 1956 he discovered that the McDonald brothers had licensed the franchise rights for Cook County, Illinois to the Frejlach Ice Cream Company. Kroc was incensed that the McDonalds had not informed him of this arrangement. He purchased the rights back for $25,000, five times what the Frejlacks had originally paid, and pressed forward. McDonald's grew slowly for its first three years. By 1958, there were 34 restaurants. In 1959, however, Kroc opened 68 new restaurants, bringing the total to 102 locations.

Buyer Persona

name	Joni
Age	20
Who this person?	Student at Bay Path University
What problems does this buyer have?	He doesn’t have time to cook and he doesn’t have a lot of money
Problems you solve for this buyer?	He doesn’t have to cook anymore and it’s cheap
How are you remarkable?	You can find McDonald’s anywhere
Proof	Since 1955, we’ve been proud to serve the world some of its favorite food. We’re proud to have become one of the world's leading foodservice retailers in more than 100 countries, with more than 36,000 restaurants serving approximately 69 million people every day.
Where are they?	Facebook – tweeter – YouTube – Instagram
Your company personality	Stilling best favorite food
Creative	Delicious
Tone of voice	I’m lovin’ it
Keyword phrases	Burger – French fries - McDonald’s – Big Mac
Marketing tactics	Twitter, YouTube, email newsletter

McDonalds

McDonalds Fast Food Company is among the biggest food administration retail corporation. McDonalds is known for its

Ø  Hot and crisp fries,

Ø  Hamburgers,

Ø  Snack wraps,

Ø  Burgers,

Ø  Big Mac,

Ø  Egg Muffins,

Ø  Soft drinks,

Ø  Salads and

Ø  Fruits and Carrot sticks

McDonalds works around 31,502 restaurants in more than 200 nations. In the United States, a dominant part of the McDonalds works on the franchise premise. Organization's international achievement is ensured by the strategies which McDonald's utilizations entering outside market (Jones, 2014). Think worldwide, act nearby depicts the objective which McDonald's follows in outside nations.

McDonald's has a rich history that began in 1954. The organization was put to the spotlight by Ray Kroc. Consistently, marketing thoughts have poured through and offered the organization some assistance with becoming a standout amongst the most prestigious fast food marks all around. The trademark plan for the fast food was precisely concentrated on and it accompanied a glad comedian character known as Ronald MacDonald. Dick and Mac McDonald opened their first eatery, McDonald's Barbecue flame broil, which got to be famous for its 15 penny burgers. Be that as it may, the conventional McDonald's didn't open until 1955 by Ray Kroc (Jones, 2014). He understood that McDonald's was utilizing eight of the cutting edge multi blender milkshake machines that he sold and was captivated, so he went to visit the brothers. He couldn't accept what number of sales the brothers had and proposed that they open a franchise, yet the brothers weren't intrigued. Kroc took it into his own particular hands and made it into the McDonald's that we know today (Roach & Johnson, 2015).

McDonalds is known for its market section on which it acquaints individuals with the way of life of fast food through the livelihood of emotive and exceedingly convincing promotion battles. McDonalds uses very much organized notice battles to make a corporate framework that enters the market and additionally grows it (Roach & Johnson, 2015). McDonalds has put set up techniques that arrangement with the developing number of fast food customers in the United States. Towards accomplishing this, McDonalds stresses on customer consideration and speed in the conveyance. Associated with the idea of market section procedure, McDonalds similarly expands on its image picture; a component that recognizes it as an autonomous organization (Jones, 2014). As needs be, the organization has considered business environment to accomplish an aggressive edge in view of the administration conveyance, item and cost. McDonald's stakeholders are Customers Pressure bunches and local community. Customers are intrigued on the grounds that they need an enthusiasm on the new burgers and salads and the offers which are been offered to them. Supervisors are intrigued on the grounds that they need to know whether their dinners and offers conveys more customers to them and gives benefit (Roach & Johnson, 2015). Suppliers are additionally paying a hobby in light of the fact that they have to know whether their items are having more sales or not. Workers for McDonald's additionally keeping an enthusiasm for the business in light of the fact that they need to make more sales as they can to get great wages.

Customers are the most critical performers in an organization's microenvironment. The point of the whole esteem conveyance framework is to serve target customers and make an in number associations with them. The fundamental target customer for McDonald's incorporates parents with youthful kids, youthful kids, business customers, and youngsters. Maybe the most clear marketing for McDonald's is its marketing towards youngsters and the parents of youthful kids. Ronald McDonald was initially presented in 1963 and denoted the start of their emphasis on youthful kids as a basic piece of their progressing business. Parents like to visit McDonald's on account of it is a treat for the children, and the children appreciate the best like environment. McDonald's additionally targets business customers as a piece of their center business. Business customers may quit amid the workday and can rely on fast administration, and reliably great food (Mourdoukoutas, 2013). Another real focus of McDonald's marketing is to youngsters. High scholars discover the quality menu particularly engaging and McDonald's markets their restaurants as a cool spot to meet with their companions and to work. McDonald's depends vigorously on its franchising exercises with around 65% of the restaurants being claimed and worked by free business individuals everywhere throughout the world. The organization is an equivalent open door franchiser with a demonstrated 39% of franchiser and 65% of candidates being U.S. minorities and ladies. McDonald's offers support in every aspect of franchising from operations, preparing, publicizing and marketing to land, development, acquiring and hardware. McDonalds partitions its incomes into organization worked and franchised. McDonalds earned 67% of its incomes from organization claimed restaurants toward the end of December, 2013. McDonalds earned just 36% of incomes from franchise. Income commitment was most noteworthy from Europe, at 43%, under the organization claimed model and most elevated from in the U.S., at 49%, under the franchise model (Howard, 2014). In 2014, McDonald's franchise sales added up to 39,828 million dollars with organization worked sales and associated sales adding up to 24,291 million dollars (McDonald's, 2014). All around, McDonald's working wage ascended by 20 for every penny over the three months to $1,723.7m, and its aggregate overall sales expanded by 7.23 for each penny (McDonald, 2015).

The environment in which McDonalds works is extremely focused that supervisors have been compelled to embrace a vital system whereupon they practice their capacity to recognize, develop and in addition misuse the center capabilities that guarantees that there is business and market development. With a specific end goal to touch base at this key limit, McDonalds as a corporation has been the center of the key approach plan. There is no chance to get in which the association can exist in the vacuum. In this sense, McDonalds work inside of an aggressive environment and the establishment of its vital administration lays on its capacity to break down its rival in the fast food industry (Mourdoukoutas, 2013). Thus, this not just empowers McDonalds to understand its qualities and shortcoming additionally assist it with formulating a position on which it recognizes the open doors that are available for the associations well as the dangers it can confront from its more extensive mechanical environment. This vital investigation best positions McDonalds in its market specialty and is hence a procedure that mirrors the best walk for McDonald's key administration (Baertlein, 2009). The skills displayed by McDonalds shape yet another part of its general vital administration. As one of the biggest food chain organizations on the planet and in United States, it characterizes its prosperity from its qualities and opportunities. This is the unmistakable focused methodology that improves the corporation's upper hand in the market. An a valid example is the financial open doors, market administration, picture of the organization to the market and also the relationship between the organization and its customer structures the qualities and in addition opportunities than McDonald has accomplished on its more extensive key administration plans.

To accomplish an improved and more gainful market corner, McDonalds makes a fruitful picture in the customers' psyches and draws from its main goal and vision articulation to acquaint with far reaching customers a society of fast food. This is prove by the essential idea that it serves more than one million customers in United States every day and keeps on including its menu another rundown of fast food things arranged. Moreover, customer consideration relations, conveyance speed and high hygienic conditions make the fundamental qualities on which McDonalds develops. McDonald has made a corporate image that is strengthened by the commercial crusades in the United States (Mourdoukoutas, 2013). In like manner, it expands on this platform to foundationally build up a brand picture that has stayed in the brains of a huge number of individuals living in the United States. Thusly, the brand picture positions McDonalds an edge higher than its significant rival in the food chain commercial enterprises and its marketing techniques effectively addresses vital business operations variables, for example, inner assets and the center abilities in connection to the outside environment in which it works.

In today's market, McDonalds confronts various difficulties, for example, savage rivalry, a more wellbeing cognizant customer, and the persistent requirement for enhanced customer fulfillment and menu. McDonalds needs to experience a few changes with a specific end goal to stay ahead. McDonalds ought to concentrate incredibly on building great customer relationship and maintain customer maintenance. This is finished by distributing time and spending plan in enhancing their assets and rolling out improvements that really take into account their customers' requirements and solace (Baertlein, 2009). Most customers discover it a bother to hold up in long lines. McDonalds ought to make customers cheerful to hold them adding so as to return more registers and preparing a more proficient workforce. This would mean likewise more representatives yet the included enlistment centers need not be open frequently but rather just amid the top hours. Ultimately, it has been perceived that McDonalds has a consistent wellspring of income from its overweight customers. McDonalds must hold these customers by making their eating background as pleasurable as could be expected under the circumstances (Mourdoukoutas,  2013). They could do this by having a more open to seating and feasting environment that would make eating in more attractive to more customers McDonalds must alter their restaurants to end up more agreeable. At the end of the day, they ought to attempt to raise the nature of the food and after that publicize it. They ought not to attempt to be what they're not and market themselves better (Roach & Johnson, 2015). They ought to have a crusade that emphasis on having a higher-quality item and really convey one. This could help with the developing disappointment as to the quality part of fast food restaurants, for example, McDonalds. Then again, this would mean an added expense to the organization however could extraordinarily enhance the modest and oily picture of the item.

References:

Jones, Adam. (2014). Must-know: A company overview of McDonald’s. Retrieved on Nov.         2015

Roach, Dylan; and Johnson, Hollis. (2015). The crazy history of McDonald's at a glance.   Retrieved on Nov. 2015.

McDonald’s Corporation, Annual report for fiscal 2014. Retrieved on Nov. 2015 from      McDonald’s website.

Baertlein, Lisa (2009). McDonald's raises cash dividend by 10%. Retrieved on Nov. 2015.

Klein, Christopher. (2015). McDonald’s Surprising Start, 75 Years Ago. Retrieved on Nov.          2015.

Mourdoukoutas, Panos. (2013). McDonald's: Three Strategies To Reignite Sales Growth. Retrieved on Nov. 2015.

Howard, Darren. (2014). What is the Secret to McDonald’s Global Branding Success? Retrieved             on Nov. 2015.