Product Strategies

Product Line

1. Burgers – The core burger products are made of beef and include the Big Mac, made of two beef patties, in double layer bun with special sauce cheese and lettuce. There are other beef patty burgers, including quarter pounder burgers. Other burgers including chicken burgers and fish burgers.
2. Chicken nuggets – Fried chickens made from chicken breast and dipped in a sauce.
3. French fries – French fries sold in a range of different sized portions, fried in beef shortening and cotton seed oil and served slightly salted.
4. Beverages – The sale of carbonated drinks, such as Coca-Coca, Fanta as well as still a range of sizes designed to be drunk immediately after purchase.
5. Sandwiches – Sandwiches are made with sub buns including meats and salad.
6. Salads – A range of salads with sub meat such as chicken and served with a choice of dressing in a separate sachet.
7. Breakfasts – A range of fast food variant, on traditional breakfasts including muffins with eggs and sausage or bacon, bagels, pancakes and prepared items.
8. Desserts – Desserts including ice cream, donuts, apple pie and cookies sold to compliment the main meals.

Target group

            McDonald’s target groups are anyone from 3 or 4 years old to the late teens 18 or 19 and a business customer.

1.      For children, they want to visit McDonald as it is a fun place to eat.

2.      Teenagers are attracted by the saver menu which is affordable, the internet also available in restaurants.

3.      A business customer visits McDonald during the day as service is quick, the food tastes good, and can be eaten in the car without affecting a busy work schedule.

Brand Value



Brand positioning

        McDonald is a mass marketer. Competition is always good. Our product cut across age group. That’s the reason we have had a menu development team night from the beginning, which basically carries out customer surveys on changing food habits and comes out with a menu for that purpose. Our menu reflects changing consumer behavior, and that’s what the brand is all about; fresh, peppy and contemporary.



Successful of product

       It’s not burgers, commercials, massive corporate contracts with Disney and Cole. But it’s systems that made McDonald succeed.

       McDonald has some phenomenal systems developed and proven by the input of billions of dollars and hundreds of thousands of man-hours worth of research. The systems we offer are effective, or we would not be in place, and when the systems and methods that are not effective proven ineffective, we are changed.

       The most important thing that leads to McDonald success is managers willing to do what it takes to follow methods, not to mention riding crew in regards to training those methods and following up with them on the methods, all the time.