mcdonald’s customer personas & brand proposal · 2017. 5. 11. · market franchise....

McDonald’s Customer Personas & Brand Proposal:

Pre-determined Calorie Meals

Gina Giaquinto

Comstrat 564

June 26, 2016

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Table of Contents

Executive Summary

Research Summary Page 2

Research Results for Convenience

Eaters Page 3

Research Results for Healthy Eaters Page 4

Provisional Customer Personas Page 5

Convenience Eater Page 6

Healthy Eater Page 7

Brand Concept & Brand Platform Page 8

Brand Promise Page 8

Brand Personality Page 8

Appendix A Page 10

Appendix B Page 15

References Page 18

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Executive Summary

McDonald’s has owned the market

in the fast food burger industry for

quite some time. The franchise has

been in existence for over 60 years

and has weathered many storms in

its tenure. Being at the top of the

list has left McDonald’s open to

many criticisms and competitors. Recently, McDonald’s has seen a decline in sales. It’s not the

first time this has happened and McDonald’s always finds a way to stay relevant and bounce

back.

The recent declines show that people are willing to pay a little extra to enjoy a product that’s of

higher quality and healthier than the McDonald’s brand burgers and fries. In 2015, “McDonald’s

reported a more severe sales decline than expected in the first three months of the year” (Wahba

2015). New competitors in the ‘fast-casual’ field have become a popular go-to for customers.

These fast-casual places include: Chipotle Mexican Grill, Panera Bread and Jersey Mikes Subs.

For McDonald’s, “Globally, sales at restaurants open at least 13 months (comparable sales) fell

2.3% in the quarter ended March 31” (Wahba

2015) due to these shift in customer trends.

The restaurant market has changed and

McDonald’s is feeling the impact. “A growing

segment of restaurant goers are choosing “fresh

and healthy” over “fast and convenient,” and

McDonald’s is having trouble convincing

consumers that it’s both” (Kowitt 2014). The

issue is clear, people want healthy coupled with

their fast and convenient. It’s now up to

McDonald’s to target its customers and change

its brand and image in their eyes.

The focus of this customer personal and brand concept paper is to ask McDonald’s customers

what specifically they want out of McDonald’s products. It’s clear that the public wants to eat

healthy, why can’t McDonald’s be healthy and fast? It’s time for McDonald’s to expand their

brand into offering a greater variety of healthy menu options to combat their competitors and

customer perceptions.

Research Summary

The research was conducted to determine what food items people would like to see offered at

McDonald’s restaurants. Although the franchise has maintained its number one status through

the fast-food burger category, there are still a lot of critics who believe the food McDonald’s

sells is promoting unhealthy growth and eating habits in youth today. While McDonald’s has

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tried to incorporate healthier menu items they were never known as a health brand or farmers

market franchise.

McDonald’s has a customer persona that reaches many categories of customers. Overall, the

customer persona could be categorized as convenience eaters. These are individuals from any

walk of life who simply frequent McDonald’s for the fact that it offers good food quickly and at

a low cost. Within that category you have retirement aged customers (people who are not in the

work force anymore but who still eat out once in a while at fast food places), women with kids

(could be a business professional or a stay-at-home mother who cares for her children daily),

college students (those who live off campus and have little-to-no income) and many more.

The research conducted and explained in the remainder of this paper focused on two categories

of customers at McDonald’s: the convenient customers and the health-food conscious customer.

By focusing on health-food conscious customers, McDonald’s will gain valuable information on

how they can expand their brand to market and target this specific group which is not one of their

main customer personas. By continuing the focus on convenience customers McDonald’s can

build and strengthen this customer persona relationship. One-on-one personal interviews were

conducted to gain insight as to why individuals from each category do or do not frequent

McDonald’s, what changes could be made, and their overall thoughts on McDonald’s.

• Five people were interviewed, two in the health conscious category and three in the

convenient category.

• The interview consisted of several questions requesting more information about the

needs and wants of McDonald’s customers.

• All survey respondents are known personally and are known to have frequented

McDonald’s recently. What was not known was their feelings toward what would make

their McDonald’s experience better.

Research Results for Convenience customers:

Three professionals, who fell into the convenience customer category, were interviewed. Two

were male and one was female. All three are business professionals in the New York metro or

Pennsylvania area. Their weekday routine ranges from 6:30 AM wake up to 6:30 PM return to

home depending on time of year and busy season. All three interviewees indicated that they try

to eat breakfast every day although sometimes it’s difficult to find time before running out the

door or once they get to the office. All three also indicate that they do make time for lunch and

rarely bring their own lunch to the office.

Of the three interviewees questioned, two were in relatively close (5-10 minute car ride) distance

to a McDonald’s location. The third was about a 15-20 minute car ride away. They all indicated

that they have several restaurant choices near their office location making their lunch options

wide open. Two indicated that they did not frequent McDonald’s on a daily basis but have gone

to a franchise location within two weeks of being interviewed.

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When asked what their preference was for menu items the results were mixed. “The other day I

was so hungry at lunch time and the egg McMuffin looked so good, I went out and got one”. The

male interviewee indicated that he does like to use coupons when he frequents a McDonald’s

restaurant and when he has one, “I like to get

the breakfast sandwiches and a coffee. Their

breakfast deals are great”. When asked about

the burger/regular lunch menu he stated, “I

like the dollar menu cheeseburger deal. Right

now the McPick $5 is also a great deal

because you can get the Big Mac for cheap”.

All three individuals indicated that if they had a choice between Burger King, Wendy’s or

McDonald’s they would choose McDonald’s as their fast food chain of preference. “While

McDonald’s is great for a quick hit, I couldn’t eat there every day. I would feel terrible, it’s just

not that healthy”.

When asked what would make them a more regular customer they couldn’t really decide. The

price is right and the menu items are decent. When specifically asked about whether they would

like to see pre-determined calorie meal items offered by McDonald’s all three were interested but

noted they would have to understand the ingredients and type of meal being made.

Research Results for health conscious customers

Two professionals, who fell into the health conscious customer category, were interviewed. Both

were female business professionals located in Pennsylvania. Their weekday routine ranges from

6:30 AM wake up to 6:30 PM return to home. Both interviewees noted that they make time for

breakfast in the morning. One usually grabs something from home (a bowl of cereal, toast or

fruit) and the other either grabs something from home or on the way to work. They also indicated

that they make time for lunch and bring lunch from home at least two times a week.

Both interviewees indicated that their office has a cafeteria within the building. The cafeteria

provides an assortment of different lunch menu items each day/week and that they tend to have

lunch in the cafeteria at least two times a week. The cost of lunch from the cafeteria is roughly

$10-$15 a day. A sample meal includes a meat (chicken, beef), and two sides (vegetables and a

starch [pasta, mashed potatoes etc.]).

When asked if they go to McDonald’s one responded that she has before. “It’s not my first

choice, but since I travel for work I tend to stop in for a quick fix”. Her menu item of choice,

“usually an iced coffee or the egg McMuffin, the breakfast options are the best”.

Both interviewees have children and while they

said it wasn’t their first choice to have them eat

McDonald’s, it is seen as more of a once-in-a-

while treat. “I’d rather they eat healthier foods

since my kids are so young. They like the Happy Meal though and we usually get the fruit side”.

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Provisional Customer Personas

Two brand personas were developed for this brand proposal, the convenience eater and the

health-conscious eater. The convenience eater refers to someone who is looking for food that’s

delivered quickly and is relatively cheap. As there has been a shift to customers preferring more

fast-casual restaurants like, Chipotle Mexican Grill, Jersey Mikes Subs or Panera Bread,

customers still want food quickly but their looking for better quality. An artisan sandwich or a

pre-determined calorie meal (the entire meal is a certain number of calories) might be more

appealing than a burger.

The change in eating habits brings up the next persona, healthy eaters. These customers are

concerned with eating better foods and staying healthy. They may not be as concerned with cost

since they are willing to pay a little bit more for better quality food. It may be harder to convince

these individuals that McDonald’s offers healthy meals.

SIVA Model Breakdown

Solution What is the

solution to

problems of

McDonald’s

customers?

In order to maintain a healthy lifestyle that’s also busy and

active, McDonald’s should offer complete pre-determined

calorie meals to its customers. Meals can be grilled chicken,

salads or burgers (if ingredients conform to lower carb diets).

Creating pre-determined breakfast meals will also be a hit

with the breakfast lovers.

Information Where can

customers

find relevant

information

for the

proposed

solution

To get the word out about this new product and brand

offering, McDonald’s should continue to utilize advertising

on all fronts (TV, social media, radio etc.). Social media,

including Facebook and Twitter, will be a big way to get the

new brand out to the public. Coupled with the advertisements,

McDonald’s should continue to update customers via their

website in order to further detail the new brand campaign and

specifics about ingredients, calories and meals.

Value What is the

value of the

solution

(benefits –

costs)

100% of the interviewees responded that they would like to

see healthy products offered by McDonald’s. While the

franchise has maintained a relationship with its convenience

customers by offering more health-conscious products they

can strengthen that relationship and increase the frequency

with which they visit a McDonald’s restaurant. With these

changes the company can also reach a new customer persona

in the health-conscious eaters. The new brand will shift the

public/customer image of McDonald’s to being not only low

cost and fast but healthy as well.

Access How can

customers

access the

solution?

The new brand and products should be accessible to all

McDonald’s restaurant locations and should be offered on the

all food menus. All customers will have access if they stop

into a McDonald’s location.

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Convenience Eater:

o Demographics & Environment

▪ Individuals are between ages of 23-60,

male and female, married or single with

or without children. They are

professionals working in any field

(business, construction self-

employment etc.) making $30,000-$100,000+ a year.

▪ The individual is always on-the-go and has little-to-no time

to wait around for sit-down meals at a restaurant. They are looking for

food that’s quick and easy. Their dinners are usually late at night after

handling a long day of work and activities and it’s often easier to eat out

rather than spend another hour or so cooking a meal at home.

o Needs/Goals/Motivations

▪ These individuals have to stay motivated at work and need a meal that’s

quick, convenient and relatively cheap. They usually work through lunch

so something quick that fits into their schedule is key.

▪ They need to get work done and when they are running out the door in the

morning they need a place to provide a quick meal and coffee to get them

running for the long day ahead.

▪ They like to have a reliable food choices for dinner. When they get home

or have to feed their kids, they want to know that there is a quick option

that they feel good about consuming.

▪ Someday, they want to have more time to figure out balanced and

nutritious meals. Maintaining a work/life balance is critical for staying

healthy and keeping my family healthy.

o Challenges & Frustrations

▪ They find it difficult to juggle professional and home life. They want to

know there is a place where one aspect of life can be covered (meals).

▪ They are most frustrated when they need to sacrifice a good meal just

because of hectic and busy schedules.

▪ The worst part of getting food is waiting in long lines or for

waiters/waitresses to bring us our meal. When they are hungry and have a

ton of things to cross off the list, they need a meal that’s quick, easy and

healthy.

▪ They would be able to focus more on work and home activities if they

knew that meals would be taken care of.

o Imagined Solutions

▪ If they had someone that cooked meals for them and prepared everything

so it could just be picked up, they could get a lot more done and be free for

other activities.

▪ If they could just find a reliable food franchise that prepares balanced and

nutritious meals that work within their schedule it would make life easier.

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▪ They could reach their goals if they knew that McDonald’s offered

quality, nutritious meals that fit their life and schedule.

Healthy Eater

o Demographics

▪ Individuals are between ages of

23-60, male and female, married or

single with or without kids. They

are professionals working in any

field (business, construction self-employment

etc.) making $30,000-$100,000+ a year.

▪ The individual may be on-the-go always moving and busy with work or

activities. They are especially health-minded individuals who spend time

either working out at the gym or at home. Wherever they are they find a

way to stay active and fit.

▪ This individual most likely runs marathons and tries to maintain a healthy

lifestyle through a combination of working out and eating and drinking

healthy. They tend not to eat a lot of carbohydrates and stick with lighter

meals (salads, grilled chicken) with lots of proteins.

o Needs/Goals/Motivations

▪ They have to stay fit and workout a lot so balanced, nutritious meals that

are pre-prepared for them make it easy to do.

▪ They need to maintain a healthy lifestyle and eating greasy fast food does

not usually fit that mold.

▪ They like to know that the food they are putting in their body is made

from fresh ingredients that are good for them.

▪ Someday, they want to be able to find a fast food restaurant that offers

nutritious, healthy meals that fit their diet and workout motives.

o Challenges & Frustrations

▪ They find it difficult when they have to eat out because they can’t always

find a healthy meal.

▪ They are most frustrated when they need to get fast food because it

interrupts the regular diet with heavy, fatty foods that counteract workout

regimens.

▪ The worst part of eating outside the home is not knowing how healthy the

foods they eat are for them.

▪ If they knew what the calorie intact was and the ingredients for all the

foods, they could do a better job of picking a fast food restaurant that

meets their healthy lifestyle needs.

o Imagined Solutions

▪ If they had an idea of which restaurants served the healthiest meals, they

could decide which places they could eat out at for a quick nutritious meal.

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▪ If they could just order food that stays within the daily calorie

requirements, they could ensure that even when not home, they know they

are eating within their diet.

▪ If they could just find ways to eat healthy outside the home and find

reliable ways to track calorie intake, they could reach weight loss and

fitness goals.

Brand Concept and Brand Platform

Based on the one-on-one interview research conducted McDonald’s now has valuable qualitative

research to build its customer base. Customers are looking for a quality food that’s healthy and

quick for their fast-paced lives. McDonald’s has struggled as of late to show customers that they

can provide healthy foods in a fast food environment. Potential

customers are looking elsewhere, mainly to fast-casual

restaurants, to meet their needs.

To give customers what they want and to provide a solution for

both customer personas, (convenience and healthy eaters)

McDonald’s should expand its brand to pre-determined calorie

meals and low-carb diet meals. Trying more grilled-chicken or

salad items that are still healthy but made-to-order and at a

relatively low cost can build up the healthy customer brand

persona. The entire meal, sandwich/salad, side and a drink will

total a certain amount of calories (could be 500-800 calories). The

food will be moderately priced to fit with the current menu items

and will offered in a quick turnaround time in order to stay with

the convenience factor.

McDonald’s Brand Promise: The McDonald’s brand promise will be expanded to include the

following: to provide quality, health-conscious meals for customers with little-to-no time to

spare in their busy lives.

Brand Personality: The McDonald’s brand personality can be expanded and described using the

terms below:

o Convenience (sincerity): McDonalds offers a quick solution during a busy schedule.

Whether you’re running out the door for work in the morning, running errands/taking

your kids to activities or working late to finish that project, McDonald’s is there for you.

You can always fit McDonald’s into your schedule because we know how hard and

hectic life can be.

o Innovative (competence): McDonald’s has been in business for over 60 years. To have

that kind of staying power the company needs to be innovative when it comes to products

and responding to customer needs. The addition of the all-day breakfast menu is one of

the more recent examples of their innovation. McDonald’s always finds ways to stay

relevant in its customer’s minds.

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o Health Conscious: By adding more healthy menu items (yogurts, fruit, etc.), that are still

delivered quickly, McDonald’s expands its personality to be more health-friendly to its

customers. Creating pre-determined calorie meals and finding ingredients that offer more

nutritious meals shows how dedicated the franchise is to its customer’s needs.

o Excitement: McDonald’s knows how to generate excitement for its products. Through the

use of promotions (movie partnerships, coupon deals and games) McDonald’s continues

to generate a lot of business. Their new ideas and products also help raise awareness of

the brand and maintain relevance.

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Appendix A: Survey Results for Convenience Eaters

Interviewee 1 – Professional Male age 62. Individual is a high school graduate, employed full-

time living in New York metro area. He is married with three adult kids. He lives within 15

minutes from the closest McDonald’s and works within 10-15 minutes of one. He is a diabetic

which plays a role in his meal choices but states that he is not an overly healthy eater.

Question (Q): How often do you eat at McDonald’s?

Interviewee Response (IR): I don’t eat there that often, maybe once or twice a month. It

depends on how the day is going and what I’m in the mood for. Some days I feel like

eating a burger and fries. Although sometimes I get something different.

Q: Like what? What other menu items do you choose?

IR: I like their chicken products too, the wraps were good. Sometimes I got a few of them

to eat. They’re small but they are tasty.

Q: Why do you eat at McDonald’s?

IR: There are a couple of reasons why. It’s fast and it’s cheap. Those would be the main

reasons. Sometimes I clip coupons when I seem them in magazines. Their deals are pretty

good. I like to stop by for coffee in the morning. The breakfast menu is the best around

besides going to an actual diner.

Q: So, would you say that breakfast is another hit with you?

IR: Yes, I do enjoy eating the egg McMuffin or the McGriddles. That with a coffee and

the hash brown really hits the spot in the morning. I like to get the breakfast sandwiches

and a coffee. Their breakfast deals are great.

Q: What do you like about the current McDonald’s menu options?

IR: I like the choices on the current menu. There is a good mix of lower priced items

found on the dollar menu. Those coupled with the deals they have going really make it an

affordable option. They are delicious, I like the dollar menu cheeseburger deal. They do

have some pricier items as well but they still aren’t as expensive as other places. Every

once in a while I enjoy getting a Big Mac. Right now the McPick $5 is also a great deal

because you can get the Big Mac for cheap.

Q: What would you like to see offered on the McDonald’s menu?

IR: If I had to make changes I would say maybe some more chicken items. I wouldn’t eat

the chicken nuggets, the chicken strips are decent. Personally, I would rather eat chicken

sandwiches or more wraps.

Q: What if they had artisan style sandwiches with better or healthier looking

chicken sandwiches, would you eat those?

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IR: It depends on what they came up with. Grilled chicken is healthier than any crispy or

fried chicken. Maybe if they put lettuce and tomatoes on it or something I might try it.

Q: What if they offered specific calorie meals?

IR: As a diabetic I do have to watch the calorie intake and levels of carbs that I eat. In a

sense, I am calorie conscious so if McDonald’s offered pre-determined calorie meals it

would be great! I would definitely try that especially if it’s offered at a similar price as

other menu items. I liked the chicken wraps but I don’t see them on the menu any more

so that would be a good replacement.

Q: What do you order the most at McDonald’s?

IR: It’s tough, I think it’s a toss-up between breakfast items, burgers and the wraps.

Q: Why do you choose other locations over McDonald’s?

IR: Sometimes you just want something different. Like I might go to Dunkin’ Doughnuts

for a coffee because it’s closer or I might want to have a doughnut. If I have coupons for

something I might go there, like Wendy’s or Burger King. It really just depends on

what’s easier for me.

Q: You mentioned some other food establishments, who specifically do you buy food

from?

IR: Sometimes I go to Burger King or Subway. They just put in a Jersey Mikes Sub Shop

nearby so I’ve been there as well. I’ve gone to Red Robin and Chili’s too.

Q: What would you say are the top three food establishments you frequent?

IR: If I had to rank them McDonald’s would definitely be one of the top ones, then

maybe Subway and Dunkin’ Doughnuts.

Interviewee 2- Professional Female age 37. Individual is a college graduate with an advanced

degree living and working in the New York Metro area. She is single but has one child who is

currently in college. She lives within five minutes of a McDonald’s.

Q: How often do you eat at McDonald’s?

IR: I would say maybe twice a month.


IR: I usually cook my own meals at home and bring my own lunch to work. It’s cheaper

than having to pay for places around the New York area. When I do go to McDonald’s

it’s usually because it’s fast and convenient. I work two jobs and on Mondays and

Tuesdays I work both jobs back-to-back. I don’t get home until late at night. Sometimes I

don’t feel like cooking and I just want something already made for me. I hit up the drive-

thru and it’s quick and easy. Although, the other day I was so hungry at lunch time and

the egg McMuffin looked so good, I went out and got one.

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IR: It’s tough because it depends on what mood I’m in. I do enjoy eating their French

Fries so they are a must when I order. Other than that, I would say that


IR: I like that it’s cheap and that they have a decent variety. When you’re in the mood for

a burger and fries it can hit the spot. While McDonald’s is great for a quick hit, I couldn’t

eat there every day. I would feel terrible, it’s just not that healthy. Perhaps if they had

some additional items on there that were not all burgers. The chicken options are decent

but sometimes it’s too fried. Maybe more grilled items.

Q: Which other food establishments do you buy food from?

IR: I go to Starbucks every morning. Well, at least when I have the money. I have to get

my coffee from there and I love their variety. I wouldn’t say I buy food from them

though. When I’m at my day job I tend to go to Au Bon Pain because it’s located in our

building. I might buy a soup or salad to go with what I brought from home. Aside from

going to bar-type establishments I wouldn’t say I frequent fast-food places often.

McDonald’s would be the one I go to the most though.

Q: So you don’t go to Burger King or Wendy’s? What about Chipotle?

IR: Burger King and Wendy’s, not too much. I might go to Wendy’s for their chili but

only in the fall or winter. I have gone to Chipotle before, sometimes you want something

a little different and they have a decent menu as well.


IR: I think it has to do with variety and what’s easier. Sometimes getting to another

establishment is faster. But it’s also the variety of food items. I don’t always want a

burger and fries. I would rather have a sandwich or maybe Mexican in the case of

Chipotle.

Q: So if McDonald’s made artisan sandwiches or offered pre-determined calorie

meals would you try it?

IR: I wonder what an artisan sandwich would look like from McDonald’s because they

are so fast to deliver food. I’m picturing Panera bread sandwiches and I just can’t see

McDonald’s doing that. If they offered meals with specific calories levels though it

would be awesome for me.

Q: If they offered something other than burgers though and maybe changed their

chicken sandwiches would you be interested?

IR: I think I would. I do like Subway and sometimes I’ve gotten sandwiches at Au Bon

Pain that have been tasty. I might just have to try it if McDonald’s go do it right and it’s

fast like their current products.

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Q: Please rank the top three food establishments you frequent.

IR: Starbucks would be first. Then I would have to say maybe Chipotle and aside from

that it would be non-chain restaurants.

Interviewee 3 – Professional Male age 36. Individual is a self-employed through his family

business and is a college graduate. He is married with one baby at home. Due to the nature of his

business he spends a lot of time on the road traveling to clients. He does bring his own lunch but

works long hours (5 AM to 11 PM during summer months). Due to this schedule he does

frequent fast food establishments. He works in northeastern Pennsylvania and through the course

of his daily traveling does commute within a relatively close (10 miles) distance to McDonald’s

restaurants.

Q: How often do you eat at McDonald’s and why?

IR: During the busier months, in the summer, I stop there around once a week. Since my

schedule is so busy and I’m traveling so much for work it’s quick and easy to hit the

drive-thru. Working long hours, McDonald’s can be pretty satisfying, a burger is great

when you’re starving, it’s 11 at night and you’re just getting home.


IR: I like that they have cheap food. The burgers are probably the only thing I eat. I’d say

my wife wants me to watch what I eat so I get the cheeseburger instead of the double or

the Big Mac. The fries are good too though, I usually go for the combo of burger, fries

and a drink.


IR: I think as it stands now, the menu is pretty decent. It is what it is with McDonald’s.

They offer fast food and that’s usually greasy burgers. I’m not a big chicken sandwich

guy so it suits me.

Q: What about other sandwiches like subs?

IR: I eat Subway sandwiches and Jersey Mikes. I’ve had Panera bread stuff too.

Sometimes it’s nice to eat something other than burgers. I like deli meats and when I

pack my own lunch I eat a deli meat sandwich. The problem is, I work such long hours

and I get so hungry that I have to stop during the day. McDonald’s is the most convenient

for me since it has a drive-thru.

Q: If Subway had a drive-thru would you go there more often do you think?

IR: That’s a good question. The thing about Subway is that it’s a bit more expensive

though. I mean you can get a foot-long sub but a whole mean is almost 10 bucks. At

McDonald’s I get a quick meal for half, if not less than that price. It would be interesting

if Subway had a drive-thru though.


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IR: Definitely burgers and fries. It’s my go-to meal. I try not to eat too much though so I

keep it to the regular cheeseburger, or if I’m really hunger one or two double

cheeseburgers.


IR: It would have to be just to change it up. I mean McDonald’s is easy to get in and out

of but eating greasy burgers every day isn’t good for me.

Q: So if they offered more artisan sandwiches or meals or pre-determined calorie

meals would you be more inclined to go to McDonald’s?

IR: Sure, maybe. Like if McDonald’s made a sandwich like Subway or Panera Bread

does I could see myself going there for meals. My wife would be happier because then

she wouldn’t worry about me going to McDonald’s so much if I was getting a set amount

of calories.


IR: As I said before, I’ve gone to Subway, Panera and even Moe’s. Sometimes Mexican

is filling. Although with that, I have to go in the store and eating a burrito in the car

doesn’t really work they are so messy. I’ve even hit up some other fast food places like

Wendy’s.


IR: For me, McDonalds would be number one simply for the convenience. Then it would

places like Subway, Moe’s or Wendy’s.

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Appendix B: Survey Results for Healthy Eaters

Interviewee 1 – Professional female age 33. Individual is a college graduate with an advanced

degree and is married with one small child at home. She spends roughly 40 hours a week at work

and often works out in her spare time. She is a former college athlete and tries to eat organic

foods and impresses this thought to her child. She lives within 10 minutes of a McDonald’s

location.


IR: I try not to at McDonald’s unless absolutely necessary. I would rather eat something

that’s healthier. If I had to put a label on it I’d say maybe once every couple of months.


IR: The only reason I would is for convenience. I went on a couple of road trips in the

last year and when you’re leaving early in the morning I stop in for a drink and maybe

some of the breakfast foods. I try to stay away from the burgers but the fries always get

me. It’s not my first choice, but since I travel for work I tend to stop in for a quick fix.

When I stop it’s usually an iced coffee or the egg McMuffin, the breakfast options are the

best.


IR: I think the breakfast foods are the best. Now that breakfast is offered all day it’s even

better. I feel like the egg sandwiches have to be at least somewhat healthier than the

greasy burgers.


IR: I like that it’s fast and cheap. I’d like it even more if they had healthier options like at

Panera bread. I’d pay more to feel better after eating. If they had more nutritious meals

then I might see myself eating there more often. It’s great that they have made some

changes and added better options like fruits in the happy meals but it’s still not quite

there. I don’t consider McDonald’s to be the pinnacle of healthy. Some of their chicken

sandwiches look decent but it’s just not enough.

Q: If they had artisan style sandwiches or something similar to Panera Bread could

you see yourself eating it?

IR: It would have to look just as good as Panera Bread for me to try it. I like some of the

vegetarian options at Panera, like this Mediterranean sandwich that’s all vegetables and

feta cheese. That’s something you wouldn’t see at McDonald’s.

Q: What if they offered meals that are low in carbs and had a set amount of

calories?

IR: If they offered meals with a set number of calories that would be pretty interesting.

An entire meal with the calories counted out for me would be helpful. If it’s just as fast

16 | P a g e

and convenient then I would have to say I would try it. Being that I watch my weight it

could help keep me in check.


IR: Definitely the nutrition value. I want to be around for my child and if I’m constantly

eating fatty foods that’s not going to happen. Staying healthy is a big priority in my life.

When I eat bad foods I feel bad. I feel less bad about eating sandwiches or non-greasy

items. When it comes to my kids, I’d rather they eat healthier foods since my kids are so

young. They like the Happy Meal though and we usually get the fruit side.


IR: Panera Bread is definitely one of my go-to places. I do like their bagels and cream

cheese every now and then. I stop at Subway and like the salads at Red Robin. I’m not a

big fast food person so I try to stay away from Wendy’s and Burger King. I also go to a

pizza place close to our house. I’d rather go to less chain-type restaurants. I also try to

make my own meals and dinner with better foods and ingredients.


IR: Probably wouldn’t be a fast food chain. I would say Red Robin, Memento (a non-

franchise restaurant near home) and Panera Bread.

Interviewee 2 – Professional female age 59. Individual is a college graduate with an advanced

degree. Married with three adult children and three grandchildren. She spends over 40 hours a

week at work and often uses shakes and smoothies as meal replacers. She lives and works within

10 minutes of a McDonald’s restaurant.


IR: One to two times a month.


IR: I don’t often eat out. I try to buy healthy foods to cook and make at home. With it

being the summer now I try to buy fish and chicken to cook on the grill. I pair it with

vegetables to keep it healthy. When I go to McDonald’s it’s usually to pick something up

for other people because it’s convenient and a last minute meal after a long day. I might

go myself if I’m hungry in the morning.


IR: The biggest draw for me is the all-day breakfast menu. You can’t beat the

McDonald’s egg McMuffin. For some reason it just seems healthier when you’re not

eating the greasy fries or burgers. Although, the fries are good, they seem to get me every

time and I find myself nibbling on them.


17 | P a g e

IR: Other than the all-day breakfast I’m not sure that there is anything else I would like to

see.

Q: What if they offered meals with less carbs?

IR: They have menu items with low carbs but if they offered full meals with less carbs

that would be something. I probably would try it at least once just to see what it was like

and what it tasted like.

Q: By artisan I mean artfully crafted with health ingredients like you might find at

Panera Bread or a sandwich like Subway.

IR: Well, I could see trying it. I do like the menu items at Panera Bread. Sub sandwiches

are good too.


IR: I try to stay away from the fatty foods that fast food chains sell. But then again, I do

eat eggplant parm sandwiches and they are usually fried in all that unhealthy oil so it’s

not like it’s that much better.


IR: Friday night is pizza night so each week I bring home a pizza from a local pizzeria.

During work we sometimes order in or go out to a sit-down place usually a non-chain

restaurant though.


IR: The pizzeria, Pippolo’s (an Italian restaurant near home) and a Chinese food place.

18 | P a g e

References

Armed Robbery Reveals How Bad Subway Sandwiches Truly Are. (n.d.). Retrieved June 13,

2016, from http://abovethelaw.com/2016/01/armed-robbery-reveals-how-bad-subway-

sandwiches-truly-are/.

Healthy Fast Food :). (n.d.). Retrieved June 12, 2016, from

https://www.pinterest.com/js4iu/healthy-fast-food/.

Kowitt, Beth. (2014, November 12). Fallen Arches: Can McDonald’s Get Its Mojo Back?

Retrieved June 3, 2016, from http://fortune.com/2014/11/12/can-mcdonalds-get-its-mojo-back/.

Sumuštiniai. (n.d.). Retrieved June 13, 2016, from http://www.mcd.lt/lt/products/musu-

sumustiniai/big-mac.

Wahba, Phil. (2015, April 22). McDonald’s Sales Bleed Continues Despite Turnaround Efforts.

Retrieved June 3, 2016, from http://fortune.com/2015/04/22/mcdonalds-sales-decline/.

Wahba, Phil. (2015, October 22). McDonald’s Adds Butter to Egg McMuffin and Sales Soar.

Retrieved June 3, 2016, from http://fortune.com/2015/10/22/mcdonalds-egg-mcmuffins/.

http://abovethelaw.com/2016/01/armed-robbery-reveals-how-bad-subway-sandwiches-truly-are/

http://abovethelaw.com/2016/01/armed-robbery-reveals-how-bad-subway-sandwiches-truly-are/

https://www.pinterest.com/js4iu/healthy-fast-food/

http://fortune.com/2014/11/12/can-mcdonalds-get-its-mojo-back/

http://www.mcd.lt/lt/products/musu-sumustiniai/big-mac

http://www.mcd.lt/lt/products/musu-sumustiniai/big-mac

http://fortune.com/2015/04/22/mcdonalds-sales-decline/

http://fortune.com/2015/10/22/mcdonalds-egg-mcmuffins/

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