Research Problem
The Baby Boomers are
retiring this year and McDonald's
wants to know how-- if at all-- it can exploit this opportunity
Identify the demographic and psychographic profile of the McDonald's customers in the Greater Los Angeles Area
Identify the lifestyle choices that are most important to Baby Boomer customers at McDonald's
- Need to get a count of how many Baby Boomers are in the area before starting research study
- Gives insights to types of promotions or advertising campaigns that could be run to target the Baby Boomers
- Collect data through receipt surveys that are returned via mail (possible incentives for completion)
Identify the in-store physical attributes that are important to the Baby Boomers
- Baby Boomers tend to go in to eat/drink more than other generations
- Is it important to Baby Boomers for McDonald's to have more "cozy" aesthetics
- Find this information through in-store surveys
Collect evaluative data from Baby Boomers with respect to purchase behaviors (in-store versus drive-thru)
- Helps to establish marketing perspective to take when choosing changes to make either in-store or through promotions
- Collect data through phone surveys
Collect evaluative data from non customers with respect to the menu options McDonald's offers as opposed to the options of its competitors
- What about the difference in the food items causes them to chose a competitor over McDonald's
- Does the beverage variety affect the Baby Boomers choice between McDonald's and its competitors
- Use "post-purchase" intercept method at a competitor's store to acquire data
Collect evaluative data from Baby Boomer customers with respect to brand loyalty for McDonald's versus location convenience factor of its competitors
- Establish whether customers will drive the extra five minutes to a McDonald's
- Collect data through a post-purchase drive-thru survey (conducted at window)
Identify the menu items that are most desired among the Baby Boomers
Collect evaluative data from the Baby Boomer customers with respect to the price points on menu items
- What items entice the Baby Boomers to come in
- What items bring back nostalgia from their younger years
- Find this research through mail surveys with a comment section
- Helps establish what kinds of promotions they would like to see run
- Helps establish what items to have on the Dollar Menu
- Find data through in-restaurant intercept
McDonald's Market Research