McDonald's, Wendy's, and Burger King

McDonald's, Wendy's, and Burger King

McDonalds

In McDonalds MARKETING OBJECTIVES the stated they "Target on customers between age-groups 24-38 with children's to position itself as a family restaurant and the ideal place for kids and teenagers." I agree with that because majority of their commercials have adults eating a hamburger, than a kid comes in with a huge smile on their face. I think McDonalds do the best job marketing their product then the other two companies. Looking at McDonald's website you first see is saying from their five suppliers. They express how good of equality their products are and fresh they taste. I really enjoyed looking through McDonald's website.

Wendy's

When researching Wendy's marketing strategy I found out that Wendy's/Arby's was formed when Triarc. An investor billionaire Nelson Peltz, owner of the Arby's sandwich chain, took over hamburger chain Wendy's International Inc. for $2.2 billion. That deal was done in September, 2008. Chief Executive Roland Smith said "Wendy's/Arby's plans to target the 24 to 49 year age group, reversing its previous strategy of courting the 18 to 24 years age demography, according to the paper." Looking at their website you can tell they want to attract the older crowd. I didn't see a child anywhere on their website. Not even on the tab saying "Kids Meal."

Burger King

Burger King was a unique company to research because their Target audience says "Burger King's target audience is male and woman, aged 18 to 35 who eat fast-food 9 to 16 times per month. While they are just 18% of Burger King's customers, they account for about half of all visits to the stores."

From the Market Facts Summary we know Burger Kings segments include:

* Segment one: Tweens who keep up with the latest fashion and music trends for their age group.

* Segment two: Blue collar workers who live very busy lifestyles, balancing children and possibly more than one job. They look for quick and convenient meals in their hectic lives.

* Segment three: Lower and middle class families with children.

* Segment four: Young adults busy with school and work, such as college students.

Looking through their website I can see they are targeting the older crowd also like Wendy's but they do a better job addressing the kids and how they want to get them saying "I want to go to Burger King." They put up all the different options the kids have, when they are deciding what they want. I like the timeline Burger King displays on the About BK tab.