McDonald’s is the chain of fast-food restaurants. Its target is to make people happy while providing them tasty fast-food in the comfort atmosphere. This assay will discuss how McDonald’s realizes its target and servicescape.
It provides the food for everyone: adults, children, men and women. All people are their clients, except the one, who doesn’t like junk food. Even for this kind of people, McDonald’s has many proposals: tasty ice-cream, drinks, salads etc. One more advantage of McDonald’s is that its food is cheap and accessible. And people don’t have to wait for a long time. They get their food very fast. It’s also beloved by students because of free Wi-Fi and fast cheap food. People spend a lot of time there.
The servicescape of McDonald’s includes the facility's exterior (landscape, parking, exterior design, surrounding environment) and interior (interior design and decor, signage, air quality, layout, equipment, temperature and ambiance).
McDonald’s restaurants are always situated in the places where lots of people are. For example: near the rail-stations, in the center of the cities etc. There are always beautiful windows and the clowns near them. People can make a lot of photos there. McDonald’s takes care of children and makes next to every restaurant open air kindergartens. They are always clean. Children can play and have a fun there.
McDonald’s signage is very nice and bright. It can be seen far from the restaurant to attract the clients. Almost always there is the parking zone near the McDonald’s restaurants. The first idea was the fast-food restaurant for the people with the cars.
As for the surrounding environment, it is always in the nice comfortable overcrowded places with lots of flowers or next to the beautiful landmarks.
Interior of McDonald’s is also interesting and well thought-out. There is free WC and everybody can use it. It is always clean and tidy. The corridors of McDonald’s restaurants are also well thought-out. There are many wonderful pictures which deliver the main messages of McDonald’s idea. They are renewed once or twice a year.
It is worth to say that McDonald’s has self-service. People buy its food on the cash desk and occupy the place they would like to sit or stay. The clients clean the table after themselves. They can also take their food with them. Sometimes it is the problem, because there are so many people every day that all the tables may be occupied and people could not have where to sit or even stay to have a quick snack.
McDonald’s food is always fresh and tasty. Its quality is very high. McDonald’s looks for the best ingredients and buy the best products. It wants to preserve its quality mark. So when somebody buys its franchise, he or she will be under a strict control.
As McDonald’s is very famous and worldwide, many frauds want to get some money from it and forge the documents or cases against it. They provide false info about McDonald’s products or food. But the company struggles with them quite well.
McDonald’s also provides the job for everybody with the carrier growth. The person can become director from the cashier. Lots of talented people started their carrier from McDonald’s. It still preserves American Dream which is a great plus for the restaurant.
McDonald’s has very modern equipment. It constantly renovates.
The colours of McDonald’s are also well selected. The restaurant has very nice design. It is almost the same in every country, but it still has cultural differences. The menu also has some differences in every country. It is connected with the culture and traditions of every nationality. McDonald’s provides the weeks of international cuisine in its restaurants. The specific of every country’s cuisine is shown in the McDonald’s food.
McDonald’s colour is red but every year the design and slogans change, so this year McDonald’s brand color is green to show that it is eco-friendly.
Air quality and the temperature are always normal. There are air-conditioners and good ventilation system.
McDonald’s restaurants are always clean. If somebody spills the water or makes a mess, it will be immediately cleaned.
There is also video observation. If there is any crime, it will be immediately seen and stopped.
One more plus is that it works twenty-four hours a day. So, when somebody wants to eat at night he can come and enjoy the fresh delicious food.
In the morning there are breakfasts adapted to the traditional McDonald’s food. They all contain eggs.
In general, McDonald’s has the ambiance of happiness, childhood and joy. It is ideal for both children’s birthdays and student’s dates. People meet there every day and enjoy the delicious food. McDonald’s also provides the Holidays of Joy in its restaurants. But sometimes there are queues in McDonald’s and people have to wait for their orders. In order everybody to be happy, McDonald’s presents the certificates for the free food in their restaurants to the people who have to wait.
Everybody is interested in the secrets of preparing the food in McDonald’s. So, it established the excursions for children or people who want to see the process of cooking tasty sandwiches or pommes fries. The person just needs to register on the McDonald’s website and wait until he or she receives the phone call.
McDonald’s also has charity programs. It feeds the sportsmen who take part in the Olympic Games every time they pass. McDonald’s organizes book clubs for the people who like to read. It presents the gifts for children together with the orders.
McDonald’s uses recycled paper and packages and helps the nature to be safe. It doesn’t use polyethylene, so it is nature-friendly.
So, McDonald’s tries to keep its brand on the high level and justify expectations. The only problem of McDonald’s is the lack of places to sit or stay and eat. It is an old worldwide company with the bright future that thinks of people and environment. Everybody likes McDonald’s, as in its slogan “I’m lovin’ it” (McDonald’s, 2016).
Bibliography
McDonald’s, 2016. [Online] Available from : http://corporate.mcdonalds.com/content/mcd.html [Accessed: 30th August 2016].
