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Demographics And Technology at McDonald’s Corp
McDonald’s has been in existence since 1940. It has learned all critical demographic aspects of its target population throughout those decades. This includes their age, ethnicity, gender, and any relevant defining characteristic impacting purchasing decisions. Reacting to changes in the needs and wants of this population has been a critical driving factor for the success of McDonald’s. It has also capitalized on technology to overcome challenges, bolster efficiency, and improve service delivery. This paper will examine the demographics of the McDonald’s customer base as well as the technologies used by the corporation to offer its services to them. Companies like McDonald’s gain a competitive advantage in the business by providing the proper technologies to target a specific demographic.
McDonald’s Corp’s Client Demographics
McDonald’s clientele base comprises lower and middle-class males and females who typically reside in an urban or suburban setting. The age range of this company’s clients begins from 8 to 45 years (Thomas, 2021). McDonald’s serves the interests of this variety of clients with Happy Meals for the young children and wholesome meals with attractive incentives for adults. The average wage for a typical McDonald’s client is between $48,000 and $65,000 per year (Thomas, 2021). Men slightly surpass women when it comes to gender among McDonald’s clients. Over the past decade, McDonald’s has shifted its attention to young people, especially students who desire a quick, affordable meal. It introduced incentives such as BOGO deals and free item coupons that these young people can use to purchase additional meals. This is a clever way of ensuring client loyalty when the price is a potential inhibitor for purchases. There are very many McDonald’s outlets around campuses and schools worldwide. They thrive because of such incentives as students are not the most financially capable clients to serve. This is an ethical and responsible way of ensuring that they have access to their favorite food items at their local McDonald’s at an affordable price.
Technology at McDonald’s
McDonald’s has always been at the forefront of technology and innovation in the fast-food industry. It has pioneered numerous technologies that have revolutionized service delivery. One example is the drive-thru screens that allow for flawless interactions with clients during the ordering process. They are incredibly versatile and capitalize on AI technology developed by its recently acquired Dynamic Yield company to make accurate predictions, such as what clients would want at a particular time of day or their interests depending on the weather (Maze, 2019). This has made it easy for clients to make purchasing decisions. The ordering kiosks are also a critical element of the company’s technology infrastructure. They make the ordering process direct and precise. They allowed McDonald’s to continue serving its clients during the pandemic since they could order their meals in drive-thrus without human interaction. This devotion towards digital innovations and new technologies has extended McDonald’s market share and revolutionized its interactions with clients, making the process efficient, fun, and quick. It is one of the core strengths of the company since it has the resources to fund these innovations while upcoming competitors do not. This grants it a competitive edge in the highly competitive fast-food industry.
McDonald’s global reach has granted it a rich and diverse target population. The demographic that it serves is plentiful in the worldwide market. There are very many individuals and families that rely on McDonald’s for an aspect of their meal daily or weekly. The company’s use of technology to provide services to this population is ingenious. It utilizes its extensive operational portfolio and ample resources to create revolutionary technologies that make the process of ordering a McDonald’s meal easy, convenient, and quick.
References
Maze, J. (2019, October 23). McDonald’s plots its Tech Future. Restaurant Business. Retrieved March 13, 2022, from https://www.restaurantbusinessonline.com/financing/mcdonalds-plots-its-tech-future
Thomas, M. (2021, October 8). McDonald’s target market in 2022 (age, gender, salary + more). QuerySprout. Retrieved March 13, 2022, from https://querysprout.com/mcdonalds-target-market/
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