25/11/13

Customize Me: McDonald’s Testing Biggest Burger Change in Decades

Customers can use iPads to build their own burger.

McDonald’s of supersize fame is now exploring the “made-to-order” model, in an effort to compete with growing competition around the country.

Read more:
http://business.time.com/2013/11/20/customize-me-mcdonalds-testing-biggest-burger-change-in-decades/#ixzz2lgACkA3N

1. If implemented, what will be the cons and pros of McDonald's entry in the made-to-order model?
2. In what sense may customization represent an effective opportunity for the company?

2 commenti:

  1. PDF Management:

    Cons of entering the made-to-order model will be that speed of ordering will decrease and that price will probably increase. According to us, this is in contrast with Macdonald's branding and reputation, as it is known as a cheap fast food chain. Think about the "euro best deals" where you could get a hamburger, cheeseburger or various other snacks for just €1 each. This might scare away customers who don't want to wait too long for their meal. Of course, it is a pro that this way they can compete with other companies who have already implemented this business model. Implementing the model might attract new customers and thus generate more revenue. Moreover, there might be existing customers who'd like to try the new service.

    Customization can prove to be more effective in the sense that if Macdonald's knows what people like to put on their burgers, they can adjust their purchases and inventories more in accordance with the customer needs.

    RispondiElimina
  2. Group ReJa

    1. McDonald is thinking to change its concept from fast food to more individual meals.
    This would be positive for the customers because they would have a broader choice. The result may be that the company reaches a new customer base, who until then was not convinced from this synthetic food.
    The downside to this is that it will take more time and money for the customers to order food and get it. Furthermore the employees have to expand their tasks, there is not one way to do it anymore, but it will differ from consumer to consumer.
    2. McDonald will be more competitive towards restaurants and can diversify itself from existing fast food chains.
    The customer base will grow, reaching new customer segments, offering a whole new personal experience.

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