Saturday, November 5, 2011

McDonald's None of Us is as Good as All of Us

Write Up ">


Morgan Ghinassi said...

Hi Girls,

I enjoyed your presentation and it really opened my eyes to the efforts that McDonalds makes in creating diversity within its company.

I did not really understand the whole "None of Us is as Good as All of us" until I skimmed through your written report. I think adding the word 'together' at the end would have made that phrase more easily understood.

I found some of McDonalds strategies interesting like the 365Black. The name seems like it could be tweaked a little but the overall message to reach out to the African American community is respectable.

I personally got a good laugh over the Inspiration or Inspirasian, page. It seemed more stereotypical than useful.
Also, the transition that McDonalds is trying to make in order to become more of a restaurant than fast-food service seems kind of contradictory. I think in order for that to happen, they would need to change their menu, but that would change McDonalds as a brand. I respect the idea that they still want to be able to offer cheaply priced food to lower-income families while improving the overall dining experience.

I think that overall McDonalds has the right idea in trying to be diverse but I think that it is seperating the different targets too much.

Lastly, I found the commerical with the slogan Come as You Are to be very interesting. We don't seem to see ads like that in the U.S. Why is that?

Overall, great job!

Danielle Tawil said...

McDonald's Case Study,

As a loyal customer to McDonald's, I found your case to be really interesting. I really like how you girls asked the question, is this diversity campaign just a ploy to reap great profits? That was my take on it. I found the campaign to be to poorly done, as they fail to have a page for other ethnicities, such as a Arabs, a huge part of the American population. I also found the individual websites a little pointless. I am interested to see how many visits they have received since their launch.

It was clear that you girls worked really hard on your case study, well done.I would have liked there to be more of a powerpoint outlining your topics. That would have made your presentation a little easier to follow.

Brittany Lorenz said...

Hi Girls,

Until reading your case study, I didn’t realize just how much effort McDonald's puts into targeting each racial group separately. Although I appreciate McDonald’s efforts to celebrate diversity, I don’t think it is really necessary or beneficial to have separate websites for people of different races. While McDonald's should cater its marketing to target audiences, these different websites are kind of ridiculous.

Regardless, McDonald's has been making a true effort the past few years to provide healthier options on its menu. As obesity trends increase, I believe this is crucial in order to benefit society and also maintain business.

It was also very interesting that you pointed out how McCafe Your Day has a much more effective Twitter than McDonald's as a whole. I wonder if the company will every combine the two in the future.

Nice presentation!

Sara Caterina said...

Hi Girls,

I have to say, until your presentation I had no idea the lengths McDonalds goes to to promote diversity. I do think that some of it almost seems too targeted though. One McDonalds website with tabs representing different ethnicities/races might be more beneficial, instead of separating everything into different websites. I wish we could have known the hits each website gets because I have a hard time believing the website side of this campaign is really helping their cause.

I liked that we discussed the McDonalds advertisements as well. I think McDonalds does a good job in representing minorities in their commercials. I would never watch that commercial about the lemonade/raspberry drink and think, "wow, they're targeting Asians." And, I would never think that their commercial of an African American family is only targeting African Americans. I look at these commercials and just see an advertisement for McDonalds, which I think is the best way to promote diversity in a holistic way.

I think how McDonald's has tried to evolve over the years is very interesting and innovative. I think they are moving in a good direction, but there are definitely things they can improve on.

Overall, good job girls!

katie said...

hey ladies!

great job with your presentation! i thought it was really interesting and very well done.

i never realized that mcdonalds had so many extensions of marketing tools. all of the different websites make me think about how much we focused on niche marketing in our class. targeting specific groups of people, especially people outside of our own niche is challenging, but i do think that mcdonalds has proven itself to be successful.

one criticism i have for mcdonalds, though, is about its use of inspirASIAN. when you both kept using the word i kept hearing "inspiration." i thought to myself that this website may be a promotion for low-calorie options that mcdonalds has, i never expected the play on words to be focused on an asian demographic.

this being said, i think it would have been cool to see how mcdonalds targets people who look for healthy alternatives also. while it is not a specific race, i do believe that it is an important niche to look at in today's society.

but, all in all, GREAT JOB :)

Aly Kauffman said...

Hi guys!
Great presentation! It was interesting to see all of the websites you showed us. I had no idea that McDonalds had different sites for different races.
I have to say I do see where they are coming from with this idea but I think a few of them were a tad offensive. Specifically, I'm thinking of the 'InspirASIAN' page. It seems stereotypically of me and I imagine being an asian person viewing the page I wouldn't feel as if McDonalds was carrying across the message of 'none of us is as good as all of us together' campaign.
Overall, very interesting presentation and did a good job introducing me to something I was unaware of before! Thanks guys.
Aly Kauffman

Giulia Carando said...


great presentation. I thought you guys did an awesome job in highlighiting where McDonald's and the fast food industry are heading in terms of marketing strategies. It was really interesting to see how McDonald's is trying to reach the different racial segments of the popultaion and what tactics they are using. Having different websites dedicated to the different ethncities is not a bad idea; however, I believe that having multiple websites instead of one is not congruent with the idea of creating unity among the different racial groups.
Thank you for sharing this with us. This presentation made me more aware of the case; therefore, the next times that I will be exposed to McDonald's marketing efforts,I will be able to observe where they are going in a more educated manner.

Catie said...

Hi ladies,

First off, I'd like to say great job! I thought your presentation was very interesting. I was shocked at the ways that McDonald's targeted minorities in such stereotypical ways. As a Caucasian girl, I have never really noticed or paid attention to McDonald's marketing techniques or commercials, but after your presentation my eyes were opened to a whole new, sometimes offensive, world. If it is even possible, I think McDonald's might over-segment their target audiences.

I thought the funniest part of your presentation was the way McCafe Your Day had such a great twitter page and McDonalds did not. How could they overlook such a major marketing technique? Anyway, great job!

stylishsally said...
This comment has been removed by the author.
Sally Chia said...

Although I did not attend your presentation, I read through your written report and thought very highly of it.

I was very drawn towards how you uncovered this "diversity" part of McDonalds'. Although 365 Black may have received some criticism, the overall message that reaches out to the African American community is one that should be analyzed by other companies that do not make the effort.

Also, the presentation of the written report looks great. Great layouts!

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