In implementing market positioning, McDonald's is seeking to make their customers more aware that they are taking into consideration the health concerns of their consumers as well as their potential consumers by adapting their menu. Product specialization is a targeting strategy, which offers a limited set of products to an array of different customer groups. Simply stated, McDonald's economic rationale is to accommodate the specific needs of customers by introducing healthier products while still maintaining traditional menu items. By keeping traditional menu items, McDonald's is still able to keep loyal customers satisfied who are not concerned with a healthy diet, while simultaneously attracting new customers who prefer salads to burgers. .
As stated before, we hypothesize that in order to increase profits, McDonald's must be able to adapt its menu in order to suit the shifting demand as associated with changing consumer preferences. As its principle economic strategy, McDonald's has changed the content of its menu; this has been accomplished by implementing a two-step approach. These steps include both adding new healthier items to its menu, as well as refurbishing existing menu items. As part of the former, McDonald's has introduced Fruit"n Yogurt Parfaits, and has recently begun offering a variety of premium salads, which are both healthy alternatives to traditional menu items. To make the Fruit"n Yogurt more appealing, they were first introduced as part of their dollar menu, which in turn helped to promote their economic strategy by offering an alternative to traditional soft serve ice cream which is significantly high in fat. As part of the later, McDonald's has adapted the original chicken nuggets, which mostly consisted of 30 percent dark meat, to the new 100 percent all white meat. The new six-piece McNuggets will contain 260 calories, down from 310 calories, and 16 total grams of fat, down from 20 grams of fat.