PROJECT

Project Development

Project Development

Provisional Title

Introducing local food at McDonald restaurant ltd

Hypothesis

The introduction of the local food at McDonald will increase its overall profitability

Brief Description of the Topic

McDonald's is considered to be the biggest family restaurant business in the world and serves almost three million customers a day only in UK alone. McDonald's is operating in the UK from 1974 and is showing continuous growth. It has almost 1200 restaurants in UK with almost 91000 employees serving millions of customers daily (Weatherell, Tregear & Allinson, 2003, pp. 233-244). Most of the fast food chains are introducing the local food along with their standardized menu in order to attract more customers. If McDonald's also follows this strategy then it will yield favourable results for it and the overall profitability of McDonalds will increase. There are many people in UK who love their local food as compared with the fast food that is offered at McDonalds.

As most of the local food items are not served at the McDonalds, therefore, the people go to the local restaurants to get the local food (Weatherell, Tregear & Allinson, 2003, pp. 233-244). The increasing trend of the local restaurants where local food is made is the indication of how the customers have become interested in the local food (Weatherell, Tregear & Allinson, 2003, pp. 233-244). Furthermore, the fast food increases the fat level due to which people are ignoring it and instead preferring the local food which is perceived as healthy by them. Furthermore, although the significant population of UK are white but there are some ethnic groups as well which have different local foods (Weatherell, Tregear & Allinson, 2003, pp. 233-244). For instance, there are almost 7 per cent Asians in the UK who have different local foods. It is the very reason that there are different restaurants in UK where Indian, Chinese and Pakistan food is prepared (Weatherell, Tregear & Allinson, 2003, pp. 233-244). McDonalds can use some of place some of the famous food items at its restaurants. McDonalds has a good brand name in the eyes of the customers and if it places various local foods at its restaurants throughout UK then the number of the customers will increase significantly. The introduction of the local food at McDonald will increase the satisfaction of the customers due to which the profitability of the restaurants will increase (Weatherell, Tregear & Allinson, 2003, pp. 233-244).

In UK there are not much fast food restaurants that are making the local food at their restaurants. Almost all the fast food restaurants are operating with their traditional food menu (Ostrom, 2006, pp. 65-78). If McDonalds introduces the local food at its restaurants than a large majority of the customers is likely to be attracted (He, Tucker, Gilliland, Irwin, Larsen & Hess, 2012, pp. 1458-1460). However, McDonalds will have to initiate a proper marketing campaign for this project which is very essential. The proper knowledge of the target market is very essential in order to execute the market campaign to ...