McDonald’s and Jack in the box are two very well-known and popular brands in today’s fast food chain restaurants. The McDonald’s corporation is the largest chain of hamburger fast food restaurants, serving over 68 million customers in over 120 countries daily. It all started out as a BBQ restaurant operated by Richard and Maurice McDonald in California, later purchased by business man Ray Kroc, who started as a franchisee agent. He oversaw its worldwide growth potential and bought the franchisee. Jack in the Box, also an American fast-food restaurant chain with over 2200 locations mostly throughout the west coast of the US. Founded by Robert O. Peterson, he mainly focused on the drive thru intercom perspective to increase his business. In this paper, we will discuss the target markets and an ideal opening location for both of these well-known American fast food restaurant chains.
McDonald’s has a vast demographic target which is every segment of the demography. This demography is based on family life cycles, age, gender, sex, nationality, income, generation and race. Since McDonald’s is a world-wide corporation, they have different demographics in hundreds of countries. Their main target is towards adults and teens looking for a quick meal also, families with young children. McDonald’s main goal is to target anyone and everyone.
Jack in the box started targeting young kids in the beginning of the franchisee to compete with industry giant McDonalds. They set out to change that motto in the early 1980 to target and attract older, more affluent ‘yuppie” customers with a higher quality, more upscale menu. They changed their target from children to adults because of the belief of booming their business through television commercials and redecorating their restaurants.
Working as a manager for McDonalds, targeting for a perfect location would be near apartment