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McDonald’s: the world’s local restaurant

Publié par Clifford Armion le 02/09/2010

Ian King

"Have you tried a Ranch Snack Wrap or a Little Italian yet? Or a Little Chorizo Melt? Or an Oriental Snack Wrap? If you have, you are not alone. These exotic-sounding delights are all part of the Little Tasters menu, introduced by McDonald's in Britain at the beginning of last year, in a carefully planned move.

"The strategy addressed two key objectives first, to tackle the impact of the recession on consumers by offering them a good-value item, between £1.49 and £1.59, which sat between the cheapest dishes on the McDonald's menu and more expensive lines such as the Big Mac. The second part of the exercise was all about continuing to attract new and different customers to McDonald's, particularly young mothers taking their kids to the restaurant, who might traditionally only have bought a tea or coffee because they were deterred by the idea of a larger portion."

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Pour citer cette ressource :

"McDonald’s: the world’s local restaurant", La Clé des Langues [en ligne], Lyon, ENS de LYON/DGESCO (ISSN 2107-7029), septembre 2010. Consulté le 28/09/2020. URL: http://cle.ens-lyon.fr/anglais/archives/archives-revue-de-presse/mcdonald-s-the-world-s-local-restaurant