ACFIORONZ XUKWEKEGKbs x DC 0-3g-apps-viewer.googleusercontent.com/viewer/secure/pdf/Svtqvo Ocne603060ifuf100ak 116421698ru54m 1kstovceBoado gg/1578503850000/drive/03861 BKCGK5jibS8w4394nVUNmZjexckGmAd1 BOVJcsfd 1H7fFL6MGFBTP-A-V7dQ. 1/2 McDonald's is a ubiquitous part of life in both American and global culture. Traditionally, McDonald's restaurants were largely standardized and consumers knew what to expect when they entered any one of its restaurants: They would walk up to the counter to order fast food from an employee. Then, if they stayed in the restaurant to eat, they would expect a brightly colored and well-lit environment where they could sit in hard plastic chairs, perhaps near a playground. This was fine for decades, but now the competitive environment has changed with the likes of Chipotle and Panera Bread entering the marketspace. Not all of that scene is changing, but quite a bit is. McDonald's is gradually reimaging its stores in an effort to improve consumer perceptions of quality by repositioning the brand as a modern, progressive burger company. According to CEO Steve Easterbrook, who has successfully turned around McDonald's downward slip: As customers' expectations increased, McDonald's simply didn't keep pace with them. Making meaningful improvements in quality. convenience, and value will win back some of McDonald's best customers. Many adjustments have been made as part of this repositioning effort in many areas, including changes to the (1) interior design. (2) menu and ingredients, (3) packaging, and (4) use of technology. Franchise locations are in the process of updating the interior designs to one of several new modernized styles. The colors of the new styles are more muted than the former bright primary colors. Individual franchisees can select the style they prefer from style books that provide a catalog of options of tabletops, wall patterns and lighting fixtures. The idea is not for a standardized dining room for every store, but for there to be a cohesive theme with individual differences that hest suit the particular space. The expectation is that these design changes will create a more welcoming environment and have a positive effect on sales. According to Max Carmona, McDonald's senior director of US restaurant design: ACFrOgBONZ KWEK GKS it oc 0c-39-apps-viewer.googleusercontent.com/viewer/secure/pdf/SvtqvoOcne603060ifuf100ak 1t6u211/98ru54m 1kinvcmevBload/aasgg/1578503850000/drive/03861 WBKCGK5jibS8w4394nVUNmZjexckGmAd1B0tVJcsfd1H7fFL6MGF8tTp--A-V7dQ-1/2 We've moved away from a cafeteria feel to a more comfortable and, in some ways, more intimate restaurant... At any point in time we'll have 8 to 10 designs in our portfolio, and how they're applied to different building types, they end up manifesting themselves a little bit differently based on size and restaurant configuration. Under Easterbrook's leadership, several changes were made to the menu and the ingredients. The changes were largely based on customer feedback and dietary trends. The McCaf beverages and signature crafted sandwiches were welcome additions to the menu. Another very popular change that began in 2015 was all-day breakfast. According to Easterbrook: Customers have been asking for this for years. We challenged ourselves to move past legacy barriers to deliver, and we did. Several of the changes made involved the quality of the input ingredients. For example, the quarter pounders are made with fresh versus frozen beef and butter is being used rather than margarine. Artificial preservatives are no longer in Chicken McNuggets, artificial growth hormones are no longer in milk, and high-fructose corn syrup is no longer used in the buns. One change that is especially appealing to socially conscious consumers is that McDonald's has begun using cage-free eggs and has committed to using only cage-free eggs by 2025. In 2016, McDonald's redesigned the packaging of its bags, cups, and sandwich containers. The design was meant to be a modern font and simplified feel to stand out in a landscape of distractions. This was the first packaging redesign since 2013. The package redesign also brought McDonald's closer to its commitment to using 100 percent fiber-based packaging from recycled or certified sustainable sources by 2020. ACFrOgB9NZ XXIKWBK GKS De 3 apps-viewer.googleusercontent.com/viewer/secure/pdf/Svvocne603060df100ak 116216/98254m1k9fnvemevbloadaeoasog/1578503850000/drive/03861.. CGK5jibS8w4394nVUNmZjexckGmAd1 BOVJcsfd1H7fFL6MGF8tTp.A.V7dQ... 1/2 McDonald's also has made some radical changes from its traditional model in terms of technology. According to Stephen Dutton. Consumer Foodservice Analyst for Euromonitor International: Going digital is McDonald's most recent push to lure customers back to its stores. Digital engagement is an increasingly important aspect of the modern foodservice experience and it enhances the level of convenience that consumers want and expect from a quick service chain. McDonald's is increasingly implementing the "Experience of the Future" at its restaurant locations. In these restaurants, rather than ordering food from an employee at the counter, customers can skip the counter all together. Instead, they approach a digital video kiosk with a touchscreen to select and customize their food order. A "guest experience leader" is nearby to assist customers with any issues. Page 462 Then, customers proceed to their table, where their food is delivered. Another new development is the McDonald's app with the mobile order and pay function, where customers can purchase their order from the app and then have it delivered to their car on the curbside of a McDonald's restaurant. Finally, McDonald's has partnered with UberEATS to provide delivery in many markets. By the end of 2017, the mobile order and pay function was available in 20,000 U.S. stores and the digital kiosks were in 2.500 locations. By 2020, the vast majority of McDonald's restaurants are planned to be updated to the "Experience of the Future." McDonald's various efforts to reimage its stores and reposition its brand appear to be effective so far. In 2017 and 2018, both customer traffic and sales were up after dropping in the several years prior. This performance is outpacing competitors such as Burger King and Taco Bell, during the same time period. Further, measures of customer perceptions and satisfaction illustrate an increase in regard to service. taste, and quality ACFrOg9NZ XWBK GKS x doc 0c 3g-apps-viewer.googleusercontent.com/viewer/secure/pdf/SvtqvoDcne603060ifuf 100ak 1t6u21/98ru54m 1k9frvemebvoacf/aeoasgg/1578503850000/drive/03861. @ KWBKGK SjibS8w4394nVUNmZjexckGmAd 1BOV Jesfd 1 H7fFL6MGF8Tp-A-V7dQ... 2/2 Question 1 One of the changes McDonald's made as part of its reimaging was changing the packaging of the bags and containers. Annalise how these changes might influence consumer perceptions? Questions 2 After analysing the case answer the following four sections of question two: a. Describe McDonald's traditional brand personality. b. Describe McDonald's new brand personality based on its repositioning efforts. What recommendations would you give McDonald's in terms of communicating its new brand personality? d. Analyze the psychological concepts of motivation, personality and learning that account for individual behavior - ENG