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In this series titled Different Business Voices, I am taking a look at how companies use their voice to have effective marketing. Remember that a business voice is the tone, approach, and medium expressed to the consumers.

McDonald’s has been a staple in American culture for several decades. The fast-food chain has the second most stores in the world but leads in sales by a significant margin. The company hauls in over 36 billion dollars which is near twice as much as Starbucks in second place. The iconic golden arches can be seen across the USA and have even permeated international markets.

Who is the Target Audience?

McDonald’s is not timid to go after anyone but families come first. After that, it can be the average worker who needs a quick bite on the road. Essentially, the backbone of America including the middle class and below frequent the restaurant. Many parents know the difficulties of raising children and sometimes McDonald’s can be the answer. Their cheap prices and good food lead to bringing people back.

What is the Mission Statement?

“…to be our customers’ favorite place and way to eat and drink. Our worldwide operations are aligned around a global strategy called the Plan to Win, which center on an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to continuously improving our operations and enhancing our customers’ experience.”

McDonald’s incorporates the five P’s of marketing directly into their statement: People, Products, Place, Price, and Promotion. If you’ve ever taken a marketing class, you’ll know that this is what companies should remember when making a dynamic product and service.

How Do They Produce?

Their tone drives the happy and customer-centric ideas. The approach is expressed in several ways through the mediums below.

Think of some past and current McDonald’s slogans: “I’m Lovin it”, “Look for the golden arches” and “You deserve a break today”. They want you to wish for a meal at McDonald’s. It is a release that you can look forward to during a busy day.

Consider some of McDonald’s past promotions, kids toys, commercials and more. The most famous symbol has been Ronald McDonald the clown. He and his group of friends have been part of the marketing campaign for years. Kids who go into McDonald’s with their families see them as a new friend group to join. Similarly, the Happy Meal has been a mainstay since its introduction. Kids open the box and open their new individually wrapped toy. Then, signs on the wall and clear windows invite kids to a playground, often indoors, which gives their parents a well-deserved break.

The Results

McDonald’s will continue to grow and be a towering example of a successful business voice. Families continue to attend their local McDonald’s and enjoy doing so. Well produced marketing can lead to business growth like this and they are no exception.

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I'm a marketing intern from Jacksonville State University, but I don't just get people's coffee here!

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