1. McDonalds Brand Analysis By Emily Taliangis SACE Number: 709547F

2. McDonalds History – 1940 to 1969 ▪ 1940 –Bar-B-Q opened ▪ 1955 – First McDonald’s store ▪ 1961 – New logo introduced ▪ 1962 – First indoor seating ▪ 1963 – The 500 th restaurant opened – First television ad released ▪ 1967 – Becomes an international company – Advert targeting children introduced (Analysed) ▪ 1971 – McDonald ‘characters’ created – First Australian store – “You Deserve a Break Today” launched ▪ 1974 – Big Mac Jingle Challenge ▪ 1976 – First Drive-Thru ▪ 1978 – 5000 th Restaurant opened McDonald Brothers Bar-B-Q 1961 New Logo First McDonald’s Grand Opening Advert; the ‘15 cent hamburger’ text being the main focus

3. McDonalds History – 1970 to 2014 ▪ 1979 – Happy Meals introduced ▪ 1984 –”It’s a Good Time for the Great Taste of McDonald’s” advertising theme introduced ▪ 1987 – Fresh salads added to menu ▪ 1997 – “Did Somebody Say McDonalds” Campaign released ▪ 2000 – “We Love to See You Smile” Campaign launched ▪ 2002 – Made November 20 th World Children's Day ▪ 2003 – First global ad campaign released ▪ 2006 – All nutritional information released ▪ 2010 – McDonalds offers free Wi-Fi ▪ 2011 – Healthy option added to McHappy meals ▪ 2012 – Renewal of Olympic Games top sponsor ▪ 2013 – Home delivery trials in Sydney McDonalds first McHappy Meal Fresh Salad Advert (1987) McDonalds – Official Restaurant of the 2012 Olympic Games World Children’s Day Poster, featuring Ronald McDonalds hand

4. Original Market ▪ The first McDonald’s targeted local teenagers ▪ The target market remained the same throughout the ‘40s and ’50s ▪ Speedee ▪ Carhops limiting target audience ▪ Carhops removed, Suburban families began to be the target market McDonalds Car-Hop Service Speedee; the original mascot

5. Market Change ▪ Dramatic market change since the beginning of McDonalds ▪ Began targeting children ▪ Dining zones, more family friendly environment ▪ Introduction of McCafe ▪ Free Wi-Fi ▪ Advert campaigns targeting different audiences McCafe Advertisement The use of elaborate text adds class to the advertisement and the use of picturing rich chocolate and golden coffee ads appeal and stands out to older audiences. McDonald's Wi-Fi Poster Ronald McDonald targeting children

6. Current Market ▪ Supersize Me – Raised questions into the healthiness of McDonalds ▪ Released healthy options, appealing to adults ▪ McDonald's target market today is very broad and caters for every age and race. ▪ Certain advertisements created to appeal to a wide target audience Screenshot from McDonalds’s website, promoting their ‘healthy options’ Indian McDonalds

7. 1967 Television Advert Analysis ▪ http://www.youtube.com/watch?v=zRrMpRZ2PGc

8. Targeting Kids ▪ McDonalds uses many techniques to target kids ▪ Happy Meals ▪ 96% of all school children's in the United States of America recognise Ronald McDonald ▪ Walt Disney promotional “Happy Meal” toys Hamburglar Grimace, Mayor McCheese, Captain Crook, and the Big Mac join Ronald McDonald in McDonald Land Pirates of the Caribbean McHappy Meal

9. Ronald McDonald House Charity ▪ Non-profit organisation ▪ Helps seriously ill children and their families ▪ 1 in 8 Australian's have been helped or know someone who has ▪ Donation Boxes ▪ Used as an advertising tool. ▪ Customers buy, feeling they have contributed

10. Advert Analysis - McWrap

11. McCafe Advert Analysis ▪ http://www.youtube.com/watch?v=-3upf-GE-R0

12. Targeting Teenagers ▪ Social Media ▪ Saver Menu ▪ Internet access ▪ McDonalds App ▪ Continue with the online approach in the future Teenagers hang out at McDonalds McDonalds phone application Facebook page

13. Future Trends ▪ Home Delivery ▪ Online ordering system ▪ More healthy food menu choices ▪ Market will stay the same, very broad Home Delivery Trials in Sydney, 2013

14. Bibliography ▪ http://www.aboutmcdonalds.com/mcd/our_company/mcdonalds_history_timeline.html http://www.aboutmcdonalds.com/mcd/our_company/mcdonalds_history_timeline.html ▪ http://www.aboutmcdonalds.com/mcd/corporate_careers/training_and_development/hamburger_university.html http://www.aboutmcdonalds.com/mcd/corporate_careers/training_and_development/hamburger_university.html ▪ http://www.mcspotlight.org/company/company_history.html http://www.mcspotlight.org/company/company_history.html ▪ http://thedesigninspiration.com/articles/40-clever-advertising-campaigns-of-mcdonalds/ http://thedesigninspiration.com/articles/40-clever-advertising-campaigns-of-mcdonalds/ ▪ http://www.fastfoodmarketing.org/media/fastFoodFACTS_TargetedMarketing.pdf http://www.fastfoodmarketing.org/media/fastFoodFACTS_TargetedMarketing.pdf ▪ http://impressivemagazine.com/2013/08/21/toys-as-marketing-tools-at-mcdonalds/ http://impressivemagazine.com/2013/08/21/toys-as-marketing-tools-at-mcdonalds/ ▪ https://www.facebook.com/RMHADEL https://www.facebook.com/RMHADEL ▪ http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/9520047/McDonalds-launches-first-vegetarian- restaurants-to-target-Indian-pilgrims.html http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/9520047/McDonalds-launches-first-vegetarian- restaurants-to-target-Indian-pilgrims.html ▪ http://www.rmhc.org.au/ http://www.rmhc.org.au/ ▪ http://www.mchappyday.com.au/ http://www.mchappyday.com.au/ ▪ http://www.heartfoundation.org.au/information-for-professionals/heart-foundation-tick/Pages/tick-facts.aspx http://www.heartfoundation.org.au/information-for-professionals/heart-foundation-tick/Pages/tick-facts.aspx