Fast Food Promotional and Advertising Strategies

In: Business and Management

Submitted By tig1979ger
Words 2775
Pages 12
Fast Food Promotional and Advertising Strategies xxxx BUS 508 – Contemporary Business xxxx xxxx
Strayer University

Fast Food Promotional and Advertising Strategies
The purpose of this paper is to compare and contrast the promotional strategies of two quick service restaurants (QSR), McDonald’s and Domino’s Pizza, which both sell fast food. The paper will also recommend two ways in which a company within the fast food industry could use marketing information to differentiate itself in the marketplace to gain an advantage over its competitors. Two uses for consumer-oriented promotions that could assist a fast food company in both the short and long term are proposed in this paper. The leading fast food company, McDonald’s, has made pricing decisions to meet their competitors’ prices so that price is a nonissue and focus rather on adding value to attract customers. When their prices are equal, fast food companies can take alternate actions in order to differentiate themselves and gain competitive advantage. Lastly, the most effective advertising medium for a company in the fast food industry, which is television advertising, is examined in this paper.
Promotional Strategies: McDonald’s vs Domino’s Pizza
McDonald’s is the largest global fast foodservice retailer with more than 35,000 restaurants in over 100 countries offering a substantially uniform menu with some geographic variations. McDonald’s restaurants serve about 70 million people each day (Fast Food Industry Profile: Global, 2012). Domino’s Pizza is an international pizza delivery chain with over 9,000 stores in more than 60 international markets. Domino’s pizza is also the second-largest pizza chain in the United States (Jham & Tandon, 2012). McDonald’s and Domino’s Pizza both compete in the fast food industry using some of the same promotional strategies but also many different ones…...

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