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In the Arch We Trust...

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Anxious yet eager to see my college friends that I left on May 10th, I sat fiddling with the radio to help the car ride go by faster. One of my favorite things about going to school in Vermont is catching up with my parents on the four and a half hour car ride. Something about the long drive always makes it feel like a new adventure. Now that my parents and I have done the drive five or six times, we have the necessary pit stops engrained in our minds.
            Whenever we get off the exit, I know exactly where we are. Entering the roundabout, my eyes lock on the golden arch. A quarter pounder with medium fries followed with a m&m McFlurry never sounds like a bad idea.
            As I entered the McDonald’s, I noticed how clean and sleek the countertops and floors were. There were even DIY kiosks in order to browse the variety of menu options. This challenged every preconception I previously had about McDonald’s. What about the red and shiny booth? What about the statue of Ronald McDonald that several little kinds hung from?
            As the CEO and President of Watermark Donuts in South Boston, my dad always knows the thinking behind several companies new strategies. He tried to explain how important it is to stay relevant as a brand in society today: whether this is through social media outlets, delivering products, or remodeling stores. I never really thought anything of this at the time, and figured McDonald’s was simply trying to beat out competitors such as Wendy’s and Burger King.
            In a recent Fox Business article titled, “McDonald's Profit Rises, Refranchising Drive Dents Revenue” the author explains how McDonald’s low pricing strategy has caused profits to increase. The article states that “sales in restaurants opened at least 13 months surpassed expectations in the latest quarter, rising 6% globally” (Gasparro). Driven by low prices and value menu offerings, customers have left feeling satisfied with their overall experience. This increases the likelihood of developing repeat purchasers, which are customers who buy a product again due to high satisfaction. McDonald’s strategy ties into developing brand loyalty, which gives the company a competitive advantage over competitors in the industry.

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            As discussed in class, according to a recent Forbes article, McDonald’s is currently ranked as the ninth most valuable brand in the world (Communications, Forbes Corporate). With brand value of 40.3 billion, McDonald’s has successfully mastered becoming a leader in the fast food industry. While offering a variety of products, McDonald’s is also trying to set itself up for long term growth. By adding self order kiosks, mobile ordering, and remodeling several restaurants, the brand is attempting to reposition itself in customers’ minds. However, McDonald’s has not forgotten its original purpose as a company. Through promotions like $1 drinks and two items for $5, McDonald’s continues to pride itself on affordable menu items. McDonald’s mission statement states that, “delivering the quality, service, cleanliness and value our customers have come to expect from the Golden Arches – a symbol that’s trusted around the world” is their main purpose as a business in society (Meyer). This suggests the strength behind the Golden Arch; people around the world often select brands that reflect their identity and lifestyle. By trusting in McDonald’s as a brand and by repeatedly purchasing their products, thousands of consumers exemplify the success of the brand as a whole.

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