Has anybody done a case study or marketing plan on McDonalds?(Regarding their marketing strategies)?
There’s a brilliant paperback published about five years ago called The Golden Arches (my copy’s buried beneath a pile of other books so can’t look up the ISBN). Especially fascinating is the fact that it’s a cross-cultural study – the fact that sticks in my mind is that one reason it’s popular in China is that you will know in advance how much the meal will cost and are therefore saved from all the ‘face-saving’ associated with entertaining guests at a restaurant and having them judge you by how much you’ve spent on them compared with what’s being spent by the host at the next table. Also lots of stuff about their being the first place that some people are introduced to clean toilets etc., or the best place for kids to choose to do their homework. If you can’t find it with an Amazon-type search frop me an e-mail and I’ll homnestly try to unearth my copy and send you the ISBN. Cheers.
