When the phrase “fast food establishment” is pronounced, what comes to your mind first? Of course, McDonald’s. This worldwide network has captivated all major cities. Despite the fact that many people advocate healthy food, and eating right now seems kind of fashionable, McDonald’s establishments are not crowded. But the food there, although tasty, but far from the most healthy and wholesome.
McDonald’s marketing is recognized as one of the toughest and most effective at the same time. All the marketing tricks that McDonalds uses are thought out to the smallest detail, which makes visitors to this place behave exactly as its owners need.
The first thing that catches your eye inside this institution is a constant, endless stream of visitors. People crowd at the checkout, scurrying with trays between the tables. And it seems that this movement of people is ongoing, akin to the perpetual motion machine. With the help of which thoughtful marketers of a well-known catering network were able to achieve such results?
In McDonald’s, the furniture is arranged as inconvenient as possible for visitors. Tables and chairs are very close to the neighboring ones, as a result of which the person’s personal space is disturbed. It also makes it difficult to pass between tables: to get to the seen free table, you must literally squeeze between the other tables, dodging accidental blows from the trays and elbows of other people who are also looking for free space.
When you finally sat down and started eating, you will not leave a feeling of discomfort due to the huge crowd of people around you and crowding. Unconsciously, each visitor will seek to quickly finish the meal and leave. And this is what McDonalds needs, because their goal is to serve as many customers as possible. When you leave, you will make room for other visitors who are seated at the table, just like you, will leave it as soon as possible.
Furniture itself at McDonald’s is also not the most comfortable. It is rather practical – usually made of materials that are easy to clean. It seems that they didn’t think about the comfort of customers at all: the chairs are hard and uncomfortable, and in some institutions the height of tables and chairs is so inappropriate that after a certain time the back begins to hurt.
All this was done for the same purpose – to make the client buy food, eat it quickly and leave the premises, making room for the next ones who want to eat fast food. However, some still manage to spend quite a long time at McDonald’s, but this is due, first of all, to the availability of free wi-fi access in all establishments.
As we have noticed, music does not play at all points of McDonald’s. However, where there is – it is usually fast and rhythmic. Vigorous musical accompaniment makes us perform current actions faster, in this case it is chewing food. All this also happens on a subconscious level.
Have you noticed in one of the McDonald’s playing slow and calm music? Even if so, then this is clearly an administration flaw 🙂 After all, it is much more profitable for them to make visitors unknowingly accelerate, and not vice versa.
Cashier salespeople are trained to operate at the speed of an energizer bunny. Organization of orders operates on a conveyor system: one passed, the next immediately approached, and so on. Cashiers must serve one customer for no more than one minute, and this is the rule for all employees. They will not pat on the head for slowness, because lost minutes are lost clients who are tired of waiting, and they will leave for the nearest cafe.
The phrases that cashiers communicate with visitors are memorized. This sometimes gives the impression that you are not communicating with a person, but with a robot seller.
We are all used to a serving of food to take a drink. And I really want to drink food from McDonald’s, even if it’s as unprofitable as the food itself. Therefore, a big bet here is on the sale of drinks. All kinds of Fanta, Coca-Cola, Sprite and even tea are somewhat more expensive at McDonald’s than at most other catering establishments.
Do you have a friend who worked at McDonald’s for a fantastically long time? Most probably not. In these institutions, personnel often change, not only because not everyone can work long hours at a frantic pace. But also because long monotonous work is fraught with mistakes in cooking or placing orders. Therefore, the administration always ensures that the working staff is “fresh”.
And the last moment is the location of McDonald’s restaurants. In most cases, points are located in the most crowded places of cities, near metro exits or shopping centers. According to statistics, 70% of visitors coming to McDonald’s did this spontaneously. It is unlikely that you will be planning a trip to this so-called restaurant for a week. Therefore, they are placed where you accidentally stumble upon them and immediately decide to go inside and have a bite.