McDonald Re-branding project

By: Shijia Gao

Brand audit official website

provides every product they have and information about their promotions, company stories and job opportunities. Facebook

8,018,058 people like it, but only few of them comment on the homepage. And there is no feedback area. No social media in Chinese website.

loyal brand consumer His name is Shuo Chen He is my classmate Every time when he has

meeting with friends, he

choose McDonald. His likes Big Mac and chip

most.

Stakeholder Consumers Employees Stockholders managers

Focusing on Quality Service Sanitation Value

SWOT analysis Strengthen• Owns 31,000 restaurants serving in 120 countries. • It has some famous representative branded products • Widely distributed.• Pay more attention on food safety.

Opportunities• Can use “green” energy and packaging.• Can provide optional allergen free food items. • The first fast food restaurant that approved by FDA.

Weakness• Lack of innovative products.• Hamburgers and fries are being avoided.• Too many employees made it difficult to training.

Threat• Health issues.• Major competitors.

Why need to re-brand

which one prefer

KFCMcDonaldnone

Resources: http://www.sojump.com/viewstat/269660.aspx

Compare with KFC, only few people eat at McDonald

And the average consumption is much lower than other fast-food restaurant

What aspects need to change? Need a feedback area in the official website more innovative products New promotion type

Recommendations supply new products, like rice roll, seafood

product such as shrimp or fish, and special taste hamburgers.

flash sale products also needed to attract customer’s attention.

Establish a social media in Chinese web Add a communication zone in the homepage, it

should be not only information about products, but also activities and feedback.