In readying the article in the text about McDonalds Seniors Restaurant I will answer the below listed questions as listed at the end of the article.
-Evaluate Patty Maloney's current strategy regarding senior citizens.
-Dose this strategy improve this McDonald's image?.
-What should she do about the senior citizen market- i.e., should she encourage, ignore, .
or discourage her seniors?.
-What should she do about the bingo idea?.
In evaluating the current strategy regarding the senior citizens I would tend to agree with the principle of the idea as an attempt to gain more of the "senior " market. The $.99 breakfast is a good idea. The result of this is two fold; she has increased her market share and at the same time added what she perceives as a problem and that is that the seniors are hanging around for an extended period of time. I would capitalize on this as now she has a "captive" audience that is, she has a group of people in her store, after all that is what she was wanting getting people in-to her store! Now she must be creative, find a niche in this, and capitalize on it after all the most difficult part of marketing is getting the customer in-to your store she has done that.
This definitely improves the image of the McDonald's corporation.
The elderly population is the fastest growing segment of the population, and they have friends and family that they bring into this McDonald's.
I would capitalize on the point that she has such a large population that is not only in her store but feels safe in going to her store. I would encourage the idea that "we are the place to be, the place to meet your long lost friends". A few good things are happening at the same time and that is the seniors are leaving the store at 11:30 at the time the lunch crowed is hitting the store. I would attempt to include the seniors in-to the lunch program by offering a lunch deal such as, "bring a friend to lunch bunch" or offer a "junior senior night special" where a senior brings a junior under the age of 16-18 and if you do you get a free milk shake, or offer something that would not only keep your clientele but could add a would new dimension to it.
