McDonald’s “Seniors” Retaurant Essay

Lisa Aham is director of a McDonald’s eating house in a metropolis with many “seniors. ” She has noticed that some senior citizens have become non merely regular frequenters – but frequenters who come for breakfast and remain on until about 3 PM. Many of these older clients were attracted ab initio by a monthly breakfast particular for people aged 55 and older. The repast costs $ 1. 99. and refills of java are free. Every 4th Monday. between 100 and 150 seniors jam Lisa’s McDonald’s for the particular offer. But now about as many of them are coming every twenty-four hours – turning the fast-food eating house into a meeting topographic point. They sit for hours with a cup of java. chew the fating with friends. On most yearss. every bit many as 100 will remain from one to four hours.

Lisa’s employees have been really friendly to the seniors. naming them by their first names and sing with them each twenty-four hours. In fact. Lisa’s McDonald’s is a happy topographic point – with her employees developing close relationships with the seniors. Some employees have even visited clients who have been hospitalized. “You know. ” Lisa says. “I truly acquire attached to the clients. They’re like my household. I truly care about these people. ” They are all “friends” and being friendly with the clients is a portion of McDonald’s corporate doctrine.

These older clients are an orderly group – and really friendly to anyone who comes in. Further. they are neater than most clients. and carefully clean up their tabular arraies when they leave. Nevertheless. Lisa is get downing to inquire if anything should be done about her turning “nonfast-food” patronage. There’s no crowding job yet. during the clip when the seniors like to come. But if the size of the senior group continues to turn. crowding could go a job. Further. Lisa is concerned that her eating house might come
to be known as an “old people’s” eating house – which might deter ome younger clients. And if clients felt the eating house was crowded. some might experience that they wouldn’t acquire fast service. On the other manus. a topographic point that seems busy might be seen as “a good topographic point to go” and a “friendly topographic point. ”

Lisa besides worries about the image she is projecting. McDonald’s is a fast-food eating house. and usually clients are expected to eat and run. Will leting people to remain and see change the whole construct? In the extreme. Lisa’s McDonald’s might go more like a European-style eating house where the clients are ne’er rushed – and experience really comfy about lingering over java for an hr or two! Lisa knows that the sum her senior clients spend is similar to the mean customer’s purchase – but the seniors do utilize the installations for a much longer clip. However. most if the older clients leave McDonald’s by 11:30 – before the midday crowd comes in.

Lisa is besides concerned about another possibility. If catering to seniors is OK. so should she make even more with this age group? In peculiar. she is sing offering bingo games during the slow forenoon hours – 9 AM to 11 AM. Bingo is popular with some seniors. and this could be a new gross beginning – beyond the excess nutrient and drink purchases that likely would ensue. She figures she could bear down $ 5 per individual for the two-hour period and run it with two underutilized employees. The awards would be vouchers for purchases at her shop ( to maintain it legal ) and would amount to about two-thirds of the lotto grosss ( at retail monetary values ) . The party room country of her McDonald’s would be perfect for this usage and could keep up to 150 individuals.

HW #
Q. : Îöåíêà òåêóùåé ñòðàòåãèè Ëèçà Àõàì â îòíîøåíèè “ïîæèëûõ” ãðàæäàí . Çíà÷èò ëè ýòî . ñòðàòåãèè óëó÷øåíèÿ èìèäæà ýòîãî Ìàêäîíàëüäñ ? ×òî îíà äîëæíà ñäåëàòü î ðûíêå “ïîæèëûõ” ãðàæäàíèí – òî åñòü . îíà äîëæíà ïîîùðÿòü . èãíîðèðîâàòü èëè ïðåïÿòñòâîâàòü ñâîèì íà÷àëüíèêàì ? ×òî íóæíî åé ñäåëàòü îá èäåå áèíãî ? Îáúÿñíèòå .

Ìàêäîíàëüäñ ” ïîæèëûõ ” Ðåñòîðàí

Ëèçà Àõàì ìåíåäæåð ðåñòîðàíà Ìàêäîíàëüäñ â ãîðîäå ñî ìíîãèìè Îíà îòìåòèëà . ÷òî íåêîòîðûå ïîæèëûå ëþäè ñòàëè íå ïðîñòî îáû÷íûå ïîñåòèòåëè ” ïîæèëûõ ëþäåé . » – Íî ïîñåòèòåëè . êîòîðûå ïðèõîäÿò íà çàâòðàê è íå ãîðåòü . ïîêà îêîëî 3 ÷àñîâ äíÿ . Ìíîãèå èç ýòèõ ñòàðûõ êëèåíòîâ áûëè ïðèâëå÷åíû ïåðâîíà÷àëüíîåæåìåñÿ÷íûé ñïåöèàëüíûé çàâòðàê äëÿ ëþäåé â âîçðàñòå 55 ëåò è ñòàðøå . Åäà ñòîèò $ 1. 99. à äîáàâëåíèå êîôå áåñïëàòíî . Êàæäûé ÷åòâåðòûé ïîíåäåëüíèê . McDonald ìåæäó 100 è 150 ïîæèëûõ âàðåíüåì Ëèçû ýòî äëÿ ñïåöèàëüíîãî ïðåäëîæåíèÿ . Íî òåïåðü ïî÷òè òàê æå ìíîãèå èç íèõ ïðèõîäÿò êàæäûé äåíü – ïîâîðîò ðåñòîðàí áûñòðîãî ïèòàíèÿ â ìåñòî âñòðå÷è . Îíè ÷àñàìè ñèäåòü ñ ÷àøêîé êîôå . îáùåíèå ñ äðóçüÿìè .  áîëüøèíñòâî äíåé . ïî ìåíüøåé ìåðå 100 îñòàíåòñÿ îò îäíîãî äî ÷åòûðåõ ÷àñîâ .

Ñîòðóäíèêîâ Ëèçû áûëè î÷åíü äðóæåëþáíû êñòàðøèì . íàçûâàÿ èõ ïî èìåíàì è ãîñòèòü ó íèõ êàæäûé äåíü .  ñàìîì äåëå . Ëèçû Ìàêäîíàëäñ ñ÷àñòëèâîå ìåñòî – ñ åå ñîòðóäíèêàìè ðàçâèòèå òåñíûõ îòíîøåíèé ñî ñòàðøèìè . Íåêîòîðûå ñîòðóäíèêè äàæå ïîñåòèë êëèåíòîâ . êîòîðûå áûëè ãîñïèòàëèçèðîâàíû . “Âû çíàåòå . ” Ëèçà ãîâîðèò : “ß äåéñòâèòåëüíî . áûëè ñâÿçàíû ñ êëèåíòàìè . Îíè . êàê ìîÿ ñåìüÿ . ß äåéñòâèòåëüíî çàáîòèòüñÿ îá ýòèõ ëþäÿõ . “Îíè âñå « äðóçüÿ » è. áóäó÷è â äðóæåñêèõ îòíîøåíèÿõ ñ êëèåíòàìè ÿâëÿåòñÿ ÷àñòüþ êîðïîðàòèâíîé ôèëîñîôèè Ìàêäîíàëäñ .

Ýòè ñòàðûå êëèåíòûóïîðÿäî÷åííîé ãðóïïû – è î÷åíü äðóæåëþáíû ê ëþáîìó . êòî ïðèõîäèò äþéìà Êðîìå òîãî . îíè àêêóðàòíåå . ÷åì áîëüøèíñòâî êëèåíòîâ . è òùàòåëüíî î÷èñòèòü ñâîè ñòîëû . êîãäà îíè óåçæàþò . Òåì íå ìåíåå . Ëèçà íà÷èíàåò óäèâëÿòüñÿ . åñëè ÷òî-òî äîëæíî áûòü ñäåëàíî î åå ðàñòóùåé ” nonfast ïðîäîâîëüñòâèå» êëèåíòóðó . Òàì íåò ñêó÷åííîñòè ïðîáëåìà âñå æå . âî âðåìÿ . êîãäà ñòàðøèå ëþáÿò ïðèõîäèòü . Íî åñëè ðàçìåð ñòàðøåé ãðóïïû ïðîäîëæàåò ðàñòè . âûòåñíÿÿ ìîæåò ñòàòü ïðîáëåìîé . Êðîìå òîãî . Ëèçà îáåñïîêîåíà òåì . ÷òî åå ðåñòîðàí ìîãóò ïðèéòè ÷òîáû áûòü èçâåñòíûì êàê” ïðåñòàðåëûõ ” ðåñòîðàí – êîòîðûé ìîæåò îòïóãíóòü Îìå ìîëîäûõ êëèåíòîâ . È åñëè êëèåíòû ÷óâñòâîâàëè . ÷òî ðåñòîðàí áûë ïåðåïîëíåí . íåêîòîðûì ìîæåò ïîêàçàòüñÿ . ÷òî îíè íå áóäóò ïîëó÷àòü áûñòðîå îáñëóæèâàíèå . Ñ äðóãîé ñòîðîíû . ìåñòî . êîòîðîå êàæåòñÿ îæèâëåííûì . ìîæíî ðàññìàòðèâàòü êàê “õîðîøåå ìåñòî äëÿ
äâèæåíèÿ ” è” äîáðîæåëàòåëüíîå ìåñòî . “

Ëèçà òàêæå áåñïîêîèòñÿ îá èìèäæå îíà ïðîåêòèðîâàíèå . Ìàêäîíàëüäñ ýòî ðåñòîðàí áûñòðîãî ïèòàíèÿ . è. êàê ïðàâèëî êëèåíòû . êàê îæèäàåòñÿ ïîåñòü è áåæàòü . Óèëë ïîçâîëÿåò ëþäÿì îñòàíàâëèâàòüñÿ è ïîñåòèòü èçìåíèòü âñþ êîíöåïöèþ ?  êðàéíåì ñëó÷àå . Ëèçû Ìàêäîíàëüäñ ìîæåò ñòàòü áîëåå ïîõîæèìè íàåâðîïåéñêîì ñòèëå ðåñòîðàí . ãäå êëèåíòû íèêîãäà íå ñðî÷íî – è ÷óâñòâóþ ñåáÿ î÷åíü êîìôîðòíî î çàäåðæèâàÿñü íà êîôå â òå÷åíèå ÷àñà èëè äâà ! Ëèçà çíàåò . ÷òî êîëè÷åñòâî åå ñòàðøèå êëèåíòû òðàòÿò ïîõîæ íà ïîêóïêè ñðåäíåñòàòèñòè÷åñêèé êëèåíò – íîïîæèëûå ëþäè ïîëüçîâàëèñü ñðåäñòâàìè â òå÷åíèå áîëåå äëèòåëüíîãî âðåìåíè . Òåì íå ìåíåå . áîëüøèíñòâî . åñëèêëèåíòû ñòàðøåãî âîçðàñòà îñòàâèòü Ìàêäîíàëüäñ 11:30 – Äî îáåäà òîëïà ïðèõîäèò äþéìà

Ëèçà òàêæå îáåñïîêîåí äðóãàÿ âîçìîæíîñòü . Åñëè ïèòàíèå äëÿ ïîæèëûõ â ïîðÿäêå . òîãäà îíà äîëæíà ñäåëàòü åùå áîëüøå ñ ýòîé âîçðàñòíîé ãðóïïîé ?  ÷àñòíîñòè . îíà ðàññìàòðèâàåò ïðåäëàãàåò áèíãî èãð âî âðåìÿ ìåäëåííîãî ÷àñîâ óòðà – 9 óòðà äî 11 óòðà . Áèíãî ïîëüçóåòñÿ ïîïóëÿðíîñòüþ ó íåêîòîðûõ ïîæèëûõ ëþäåé . è ýòî ìîæåò áûòü íîâûé èñòî÷íèê äîõîäà – çà äîïîëíèòåëüíóþ åäó è ïèòüå ïîêóïêè . êîòîðûå . âåðîÿòíî . ïðèâåëî áû . Îíà öèôðû îíà ìîãëà ïëàòó â ðàçìåðå $ 5 íà ÷åëîâåêà â òå÷åíèå äâóõ ÷àñîâ è çàïóñòèòü åãî ñ äâóìÿ íåäîñòàòî÷íî ñîòðóäíèêîâ . Ïðèçû áû êóïîíû äëÿ ïîêóïêè â åå ìàãàçèíå ( äåðæàòü åãî þðèäè÷åñêèé ) è ñîñòàâèò îêîëî äâóõ òðåòåéáèíãî ðàñïèñîê ( â ðîçíè÷íûõ öåíàõ ) . Ïëîùàäü ïàðòèè êîìíàòå ñâîåãî Ìàêäîíàëüäñ áûë áû èäåàëüíûì äëÿ òàêîãî èñïîëüçîâàíèÿ . è ìîæåò âìåñòèòü äî 150 ÷åëîâåê .