Maybe it is seldom seen in Hong Kong because of the limitation of place. The design if foreign McDonald restaurant utilize the use of chrome and the inclusion of certain natural elements, the balance of simplicity with unusual angles and form.
McCafe - Lifestyle
Sells hot drink like coffee and other tea-time cake, etc. Provide a place for spending leisure time with friends there.
Warm
The family can hold birthday party and workshop there. In addition, McDonald PR often talk and plays with children. McDonald provides a chance for parents to enjoy happy moment with the children and hence help create stronger bond between them.
Trendy
Online and TV Commercial always creative, not hard selling (i.e. focus on the feature of food, not the price).
Promotion always involves customers to participate e.g. monopoly game. Crazy customers want to collect all stamps and therefore McDonald creates a hot topic of that period in society. It seems that everyone should join this game if you live in Hong Kong.
Function and advertisement of McDonald always feature Pop Star. E.g. Eason Chan design the cover of McDonald Discount passport.
Continually promotion of new food so that McDonald food is a must try item all the time.
Feeling “Free”
Act as a fast food shop, it gives a high degree of freedom to customers in the restaurant. For example, there are not any waiters to serve the customers.
McDonald would provide some limited time food within a certain period.The short life cycle food is totally making use the consumer attitude to increase the profit within a short time.It can attract many people and become a hot topic in that period.
Added Value
Advertising endorsers - Soft hard (Fashion and trendy singer)
McDonald hire "Soft hard" as their advertising endorsers due to their fashion and trendy style. This is attractive to their main target group teenagers.McDonald would make use the name of "Soft hard" to crossover some of their product or souvenir, people would collect those things because they think that it is suitable for their own style and they would think that it is trendy.
Also , the McDonald make use the advertising media - magazine to stronger their trendy image , they would choose the trendy magazine - MILK as McDonald think that MILK magazine have a similar target group with them.Therefore, when two company cooperate with each other , the effect would be stronger.People would think that eating McDonald food is fashion and trendy.
Serial Objects
McDonald provides many kinds of foods , snacks and drinks
McDonald standardize the foods and provide most of the food in the format of meal set.High variety product can enlarge the market segment and attract more people.
McDonald X Hello Kitty Collection
McDonald X Soft hard 12 animal Collection
McDonald Happy Meal
McDonald always promote the collection the the costumer in many media.People would think that it is trendy to collect such kind of souvenir and they may think that it is "collecting a personality". For example , people collect Hello Kitty souvenir because they think that it is suitable for their personality , they want to show other people he/she is in this style.Also , such kind of collecting object function would become a hot topic within that period, the collector can communicate with the peer groups and they get the satisfaction. If the peer around you are the collector , but you are not , then you would become an outdated person.
We can see that the collection object that McDonald promoted is targeting a large market segment , not only the kids,teens but also the adult.
Discount Card
McDonald also provide the discount card , which makes you think that it is worth to use it more as it helps you save more money when you consuming more , however , this is just a trap to attract you spend more money on McDonald in a year.
Branding
Nutrition information provided by McDonald
McDonald try to promote its brand in the position of healthy in order to tell people should not fear eating McDonald foods would become fatter.However , everyone knows it is not that true.
New Brand Line : McCafe
McDonald create a new brand line - The McCafe. This brand is not only selling the coffee but also the life attitude - enjoy the coffee within a great atmosphere.This is what we call experience consumption.
As McDonald create this new brand , the professional image is added in to McDonald in every one mind.
McDonald M Selection TVC
In the TVC , we can see that McDonald always point out their food material selected is fresh and they select the best food material for us.They try to create a professional image and tell us they are worth to be treated.
Ronald McDonald House Charities
McDonald creates the Ronald McDonald House Charities to bear the Social Responsibility , this can make the company image more positive.
McDonald open 24 hours
McDonald opens 24 hours in order to enhance its convenience image.
McDonald's value proposition introduced by their founder, Ray Kroc, many years ago: McDonald's stands for "friendliness, cleanliness, consistency, and convenience."
Friendliness: They use Ronald McDonald and his friends as their representative cartoon characters so that the whole brand becomes more energetic and can build a closer relationship with the customers, especially the youngsters.
Cleanliness: Being an international chain restaurant, it adopts a strict quality control scheme to ensure the cleanliness of raw material of food. Therefore, it can raise the reputation among the customers.
Consistency: The menu of McDonald restaurants are the same at least in each city/ country in order to make customers become loyal to their brand and will not confuse with brand products.
Convenience: As McDonald is a fast food restaurant, its main selling point is their convenience of having meal here. And in the recent years, it tries to develop many additional services to maximize its “convenience” of getting and eating food from them, e.g. extend its opening hour to 24 hours and food delivery service.
All of the above value can effectively add value to their brand and hence its products. So that people would make McDonald as their first choose of having meal.
