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McDonald's FINAL DRAFT
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 Marketing Plan

MKTG 479

Brooks

Lindsay Brandes

Jacob Quintero

Tianyi Chen

Ariana Rastegarpour

Niko Crookston

Table of Contents

Executive Summary                                                                                2

Situation Analysis                                                                                3

        Business Product Description                                                                3

        Industry Description                                                                        4

        Environmental Factors                                                                6

        Organizational Environment and Capabilities                                        9

Analysis of Competitors                                                                13

Market Analysis                                                                                16

        Market Size and Potential                                                                16

        Target Market                                                                                17

        Planning, Segmentation, Targeting and Positioning                                        18

Marketing Objectives                                                                        20

Budget and Implementation                                                                23

Control and Evaluation                                                                        24

Works Cited                                                                                        26

EXECUTIVE SUMMARY

Mcdonald’s is considered a leader in the Quick Service Industry, controlling 15% of the market.  The company prides itself on its core values consisting of , “quality, service, cleanliness and value.”  In order to achieve value on such a large scale, they have had to sacrifice some of their core values, one of them being quality.

The millennial market, those aged 18-34, has grown and consumers are taking a significant interest in health and wellness. This has led to the creation of fast-casual restaurants, that offer higher quality ingredients and fresher food. The “better burger category” falls under the fast casual segment of the industry and consists of burger restaurants like Shake Shack, Five Guys and Smashburger. The “better burger” category is seeing rapid growth and is taking away market share from Mcdonald's. These companies are offering high quality burgers that lean away from the stigma associated with traditional fast-food hamburgers.

In order to compete in the “better burger” category, Mcdonald’s must target millennials and reposition the brand in the minds’ of consumers. They must start by changing the quality of their ingredients. Throughout the span of five years, the company will make a transition to antibiotic free chicken. They must position themselves as an industry leader of change and utilize their extensive supplier power and reach to implement their strategy and spread awareness. They will begin transitioning on the west coast and move east. In the initial stages Mcdonald’s will utilize Public Relations and as the transition progresses, create a mass media campaign that will be run across a number of mediums including; T.V., print, and outdoor. Social media will play a large role in tracking customer feedback and changes in perception. Sales must also be tracked throughout the process. The company will use an objective and task budget.

SITUATION ANALYSIS

Business and Product Description

McDonald's is the world's leading global food service retailer with over 36,000 locations serving approximately 69 million customers in over 100 countries each day. In the United States alone, the company has 14,300 stores. They began in 1948 with a core product line consisting of burgers, fries and soda. Since then, they have expanded their product line to include chicken products as well as healthier options like salads and juices to appeal to the health conscious consumers. McDonald’s has been implementing new products into its menu in attempt to meet changing consumer demands and as a result are experiencing a loss of brand identity, and for more than 2 years, a definite slump in sales.

For most of its existence, Mcdonald’s target market has been those with a low income. In particular they have targeted families with children. Their Happy Meals accounted for 18.6% of total revenue in 2011, down to just 14% in 2014.  McDonald’s has faced the challenge of having to find ingredients to make them profitable in their operations and to support their low-cost strategy. This has led to poor quality meals that have been the center of attention in the media. With negativity surrounding the brand  they are having difficulties appealing to both current and new customers. Sales and brand perception have been declining, and McDonald’s has since been trying to find how to appeal to the changing tastes of consumers, specifically in the large millennial market. Their strategic business model allows McDonald’s to become a “progressive burger company” that strives to deliver the best customer experience.

Industry Description

McDonald’s operates in the fast food restaurant industry, also known as the quick service industry, where it currently has been facing stiff competition from other brands. In particular, the “better burger” category within the quick service industry has been rising in market share in recent years. With brands like McDonald’s, YUM! Brands and Burger King not falling into the better burger category, they have received large hits to their market share. Currently, McDonald’s sits atop of the QSR industry, with a market share of 15.4% that shows how they are still favorable, but is now far from being the clear dominant brand. With more and more health conscious consumers coming into play, many have began to avoid the larger chains, like McDonald’s, who do not have a reputation for serving healthy food.

In this very mature market, companies are beginning to realize that they must begin to adapt to consumer preferences in order to differentiate themselves and stay afloat. They risk being left behind for fresh, new establishments like Shake Shack, SmashBurger and Five Guys, that have brand identities that are of value to the large millennial market. McDonald’s must able able to look at the following Five Forces in order to create a competitive advantage:

  1. Threats of New Entrants - Moderate
  1. Threat of Substitutes - High
  1. Buyer Bargaining Power - High
  1. Supplier Bargaining Power - Low
  1. Rivalry Among Existing Competitors - High

Environmental Factors

        Before a marketing plan can be constructed, it is necessary to have a thorough understanding of the current market conditions and all potential factors affecting McDonald's, and its major stakeholders in relation to our product. This section will consider all likely economic forces, social and cultural issues, any political, legal or regulatory factors or possible technological issues that could affect McDonald’s.

 Economic Forces 

Social and Cultural Issues

Political, Legal, and Regulatory Forces

Technological Issues

Organizational Environment and Capabilities

Strengths

McDonald’s first and possibly most powerful strength is their high brand recognition.  Mcdonald’s is known worldwide and has proven itself to be the dominate force in the fast food industry for decades.  McDonald’s uses this recognition to easily communicate with their customers and be on the forefront of everyone’s mind when it is time to grab a meal.

The second strength McDonald’s possess is their large, dominant market share.  McDonald’s owns roughly 15% of the quick service industry and is the clear leader.  Through this dominance, McDonald’s has the ability to dictate their industry through force alone.  This also protects them from new competitors due to the difficulty to gain market share from McDonald’s.

Another dominating strength of McDonald’s is their reach. McDonald’s is on nearly every street corner, spanning across the U.S. and many other countries.  Because of their size, McDonald’s is easy for customers to find and is always a close, quick option for a meal.

McDonald’s third strength utilized is their brand loyalty.  McDonald’s has a large, loyal customer base that will go out of their way to purchase McDonald’s products.  This loyal customer base helps spread McDonald’s name to other potential customers, and are always a positive voice in any controversial topics brought against them.

One of the strengths that first brought McDonald’s to power is their quick/streamline service.  McDonald’s food is made fast and efficiently which allows for customers to have little wait and increase their overall experience when choosing McDonald’s.  

The last strength McDonald’s demonstrates is their Power Over Suppliers.  Due to McDonald’s size, they can dictate their suppliers’ standards and production quality without much effort since many suppliers rely on McDonald's continued business. This gives McDonald's many options if they wish to change the way their suppliers function.  

Weaknesses

The first weakness McDonald's faces is its low product differentiation.  McDonald’s has unique menu options, but its core products of fries, burgers, and chicken are things many other restaurants offer.  

        Another weakness found in McDonald’s is their notoriously unhealthy menu items.  McDonald’s has gained a very bad reputation for being unhealthy.  This is mostly due to the fact that they are the biggest fast food restaurant in the industry and are easy to target.  

        Because of their size and position in the industry, McDonald’s also receives a lot of bad press.  This is a combination of health issues and labor disputes which make McDonald’s an easy target for the press to blame.  

        Another weakness displayed in certain McDonald’s is poor service.  Although McDonald’s believes they pride themselves on timely and quality service, this is not always the case.   The issue lies with franchising and the fact that not every McDonald’s is run to the highest standards.

        McDonald’s also experiences a weakness in the form of competing on multiple fronts.  Because McDonald’s is in the food serving industry at all hours of the day, they compete with virtually every location that offers food at any time.  This can cause difficulty for Mcdonald's wo see where they are potentially struggling or succeeding without proper testing.

The last weakness McDonald's faces is that their Entire Brand Affected by Actions.  Because McDonald’s is such a popular household name, they can suffer greatly if they fall short in any areas.  Every action they take must be thoroughly thought out and if they make a mistake, it can be difficult to recover.

Opportunities

        One major opportunity that McDonald’s takes advantage of is their low cost menu offerings.  There are a large number of consumers who are extremely price sensitive as the U.S. is still recovering from their financial struggles. With McDonald’s low price offerings, consumers are more willing to take the family out to eat, as it won’t burden them as greatly.

        Another opportunity McDonald’s has yet to tap is the growing health trend.  Consumers are growing more and more health conscious and McDonald’s has a great opportunity to change their menu to follow this.  If McDonald’s can tap into this health conscious market, they can potentially pave the way for others in the industry to follow.

        Another opportunity for McDonald’s is a potential delivery service option.  More and more delivery services are popping up making it more convenient for customers to get what they want without leaving home.  McDonald’s could possibly join this trend by creating their own service, or partnering with an already established one.

        The last opportunity McDonald's could take part in is the social pressure to “Go Green.”  Companies that are displaying environmentally friendly environments are experiences a lot of praise.  McDonald’s could use this potential opportunity to help increase their already hurting public image.

Threats

        One of the most prominent threats to McDonald’s is changes in food regulations.  McDonald’s has historically stayed on the low side of food safety regulations and any changes may cause McDonald’s supply chain to change drastically to compensate, costing more money and time.

        Another threat already previously discussed is the growing health trend.  Although shown as an opportunity, this trend also puts outward pressures onto McDonald’s if they do not follow.  Their image could suffer greatly if McDonald’s just ignores the shift.

        A common and worsening threat for Mcdonald's is the current wage disputes.  Minimum wage will be increasing in the coming years and it is always a topic of concern.  Since McDonald’s pays their low level employees at minimum wage, this will affect their prices and brand image.

        The final threat to Mcdonald's is the recent trend of social media.  Social media has the ability to both help and hurt a company.  The ease of information to be transferred and discussed is at an all time high and there is nowhere to hide from it.  McDonald’s has to recognize this and maintain a strong social media presence to combat this threat.

Analysis of Competitors

Five Guys Burgers and Fries

        The first major competitor in the better burger category is Five Guys Burgers and Fries. Recently, they have experienced rapid growth and is one of the fastest growing in its category. They currently have over 750 stores.

        Five Guy’s main strengths when when looking at the “better burger” category, are centered around high quality ingredients and great customer service. Their key differentiating strength is high quality food that’s never frozen and made to order. In addition, Five Guys provides generous portions, and a variety of toppings. Lastly, they are family owned and operated, which translates through to their customer service experience.

        The major weaknesses Five Guy’s has are centered around the higher prices, health and convenience. Because of the larger portion sizes, and cooking oils used, Five Guy’s is one of the least healthy in the better burger category. They use only peanut oil to cook in, and limit’s customers to only those who do not have any kind of peanut allergy. The larger portions also help contribute to higher prices for Five Guys, which McDonald’s should be aware of. Due to the customer experience and at-home atmosphere they create in their store locations, they do not use any drive through’s. This can hinder convenience for the customer. And lastly, Five Guy’s does not employ traditional marketing methods.

Shake Shack

        Shake Shack is another fast food restaurant that has been growing quickly. They were established on the east coast and gained large popularity through social media and a cult following.

Shake Shack’s strengths focus on its high quality food and experience as well. They use all natural ingredients and source high quality food. They also have a large emphasis on customer and employee happiness and in general. They are even differentiated by offering proprietary beer offerings for each location. Lastly, Shake Shack prides itself in maintaining a sustainable environment, down to recycled materials for its building materials.

While Shake Shack has many strengths however, these have all contributed to high operating margins. Having sustainably made stores costs extra. The same principle applies for paying workers higher wages. It also seems that Shake Shack may have to improve its employee efficiency and cut down on the number of staff in each location to help with this. Over all, Shake Shack

The Habit Burger

        The Habit Burger is another quick service restaurant that prides itself in high quality food at low prices. They offer healthier menu options for consumers and try to hit the value market as well. They have been very successful throughout California and are growing, however not as quickly as some of the other competitors in this category.

        Higher quality food is a key strength of The Habit Burger. They also have achieved a value price point for this industry. They stress char grilled fresh burger patties and a variety of healthy menu options. This has been a very successful differentiation strategy especially for the California market.

        The Habit Burger  does have a few weaknesses. They currently have limited U.S. coverage and use mainly billboard advertising which can be a fairly limiting strategy to penetrate the market.

Smashburger

        Smashburger differentiates itself by actually “smashing” their burgers and fries. This gives them a fairly unique edge and they have been successful especially on the west coast.

        Due to its successful product differentiation strategy, Smashburger has a large social media following and high customer loyalty. They keep their customers happy with a variety of menu options with high quality ingredients and high customizability for every order. Lastly, they keep prices competitive.

Like many other quick service restaurants in the “better burger” category, Smashburger experiences heavy competition. In addition, they also experience a high employee turnover rate, possibly contributing to a sub par or inconsistent customer experience. Lastly they have a lower market share, and limited reach do to marketing strategies.  

MARKET ANALYSIS

Market Size and Potential

The  “better burger” category is still relatively small within the overall market of fast food.  Many within the industry see a lot of potential in the category, and right now it is viewed as a growth opportunity. It has been noted that there are many chains that are starting up to compete in this category, and even existing chains like Carl’s Jr. and Burger King are striving to find a way into the better burger category (DiUlio, 2014). The QSR top 50 ranking shows the growth rates of "better burger" to be higher than the growth rates of more traditional burger chains.  McDonald’s grew at a rate of 0.5%, while Burger King and Wendy's growth rate remained stagnant.  By contrast, Five Guys and In-n-Out Burger all grew (QSR, 2015).  So the market definitely has growth potential, and it is a newer concept, which is attractive to people looking for a change especially in the better burger category.

The “better burger” is still a niche within the overall burger industry. The big burger chains are much more dominant overall in terms of their market share.  Right now, the “better burger” outlets are still entering new markets, and working to build a national presence – they simply do not have the footprint that McDonald’s has. Smashburger just recently entered the San Diego market with seven locations (Reuters, 2010), Five Guys lists four locations, and In-n-Out Burger has a more established presence but with three locations.  By contrast, there are over 110 McDonald’s restaurants in San Diego County; more than all of the better burger chains combined. This indicates that better burger is still just a niche market.  “Better burger “might be around 5-10% of the total fast food burger market in San Diego right now. The ceiling for the category is not known, and the presence of McDonalds in the category could potentially increase that ceiling, but a 20% share does not seem unreasonable.

Target Market

 We plan to target millennials, between the age of 18 to 34. McDonald’s will target middle class people who are health-conscious and determined to change their lifestyle and make healthy choices. There are 75.3 million millennials in the United States, it makes up a large market and shows huge opportunity for McDonald’s to make profit. In addition the target market will be the better burger consumer, who is in the middle class market, but who is also someone who has stopped going to McDonald’s.  Recapturing that former customer, wherever he or she might live, is the secondary target market.  

        McDonald’s targets a broad range of consumers, but this product in particular is aimed at middle class consumers with some college education, 18-34, and employed with some disposable income.  That target market is starting to form some preferences, and in particular looks for little luxuries such as craft beer or better burgers, as a form of affordable indulgence. This is a market that consumes fast food frequently, but is increasingly interested in the better burger experience.  McDonald’s will help sate that curiosity. The marketing will seek to draw these people into the store, and have them interested in the new burger once they get there.

Planning, Segmentation, Targeting and Positioning

        McDonald’s throughout the years, has delineated from its core values of quality,  service, cleanliness and value in the mind of the American consumer. Our goal is to successfully reposition McDonald’s as embodying these core values again in our targeted consumer’s mind. Our approach will be “back to basics”, representing the main shift in quality of our product. Increasing the quality of McDonald’s meat, by moving to all antibiotic free, hormone free meat McDonalds will be a trendsetter competing directly with the big players in the better burger category.

Target Market

Due to the competing in a new category for McDonald’s, the target market has been carefully chosen for best fit for this category. McDonald’s has been losing consumers to the better burger category since its beginning. These consumers, as mentioned above, are part of the growing health trend in quality ingredients. These consumers tend to be younger, therefore, the target market of millennials, 18-34 years old, was selected to capture this market.  

Demographic Segmentation

        When defining the millennial target market, we carefully chose demographic variables to describe them appropriately, and therefore reach them effectively. These variables include: age, education, income and social class.

Psychographic Segmentation

        Psychographic segmentation plays a huge role for McDonald’s in reaching its target market. Millennials have been challenging for marketers to reach due to changing psychographics. When looking at the demographic variables selected to segment the target market, two distinct groups of millennials were chosen.

Young Professionals

Positioning Strategy

For health conscious, young adults, McDonald's is the evolving, trusted leader in fast food, that offers economical, fresh, healthy meals made with all natural, antibiotic- free meat.

MARKETING OBJECTIVES

The primary marketing objective for McDonald’s is to reposition the brand in the minds of consumers. The goal is to shift the brand image from a cheap, low quality fast food restaurant to a health conscious, sustainable, fast-casual restaurant that has the ability to compete with the up-and-coming “better burger” category. McDonald’s will begin to target millennials, age 18-34, who are steadily turning their business to restaurants that support their demand for healthier food alternatives from quality sources.

Marketing Strategy and Action Plan

Product Strategy

In order to compete with restaurants like Shake Shack and Five Guys, Mcdonald’s must adjust its product offerings. Restaurants that fall into the “better burger” category offer consumers food made from ingredients that are labeled organic, locally grown, GMO free, grass-fed etc. Customers want to believe that they are making healthier choices, even if they are choosing to eat a hamburger. McDonald’s must turn to the source of their ingredients in order to change their brand image. No matter what the menu offers, if the food is not of quality, consumers will choose not to eat it. To meet the demands of the industry, McDonald’s will begin to phase out antibiotics from all of its meat products. The phase-out will begin with chicken because Mcdonald’s currently sells more poultry than beef.

Pricing Strategy

McDonald’s prices will be increasing with the implementation of our new, healthier chicken.  McDonald’s will raise their prices to both cover increased supply costs, and to demonstrate to the customer an increased quality of food.  The price increases may be further affected by future labor wage increases and political issues. In order to not alienate our current price sensitive customer base, McDonald’s will focus on giving time sensitive coupons or discounts, and continuing the Dollar Menu options. We will use public relations to push the higher quality food and justify the cost. We plan to keep the dollar menu for our price sensitive customers.

Distribution Strategy

In order to allow our suppliers enough time and planning, Mcdonald’s transition to antibiotic free chicken will be implemented throughout a time span of five years. Our leading suppliers include: Tyson, Perdue and Keystone Foods. By working with key suppliers, McDonald’s will commit to antibiotic free chicken in all 14,000 of its Mcdonald’s USA stores by January 2021

Promotional Strategy 

Public Relations

Mcdonald’s will rely heavily on public relations throughout the five years of transition, especially in the initial stages. The company will build excitement in the media through press releases. We want to maintain steady awareness and keep consumers interested as the change is implemented. We intend to position ourselves as leaders of change in the industry and use our platform to boast our commitment to the health of our customers, animals and the planet.

Advertising

Mcdonald’s will rely heavily on the use of television, social media, print, outdoor and radio advertising to build awareness and support and to create excitement amongst consumers. We will create a mass media campaign that will run across a number of mediums. Television ads will be run as more stores begin to transition. The television, print, radio and outdoor advertisements will emphasize our commitment to providing our customers the best food possible, while emphasizing our commitment to changing the industry and maintaining our leading industry position.  It will keep Mcdonald’s top-of-mind for consumers and be a constant reminder of the change to come in Mcdonald’s stores near them. We will focus on  channels that have the highest reach and frequency, as our advertising budget will be large. We will implement these forms of advertisement more as we begin our transition east. We want consumers to recognize our commitment to creating and sustaining value.

Social Media will play a critical role in transparency. We want to connect with our customers on a deep level and share all of the progress and accomplishments with our followers. We will be active on Instagram, Twitter, and Facebook. We will integrate our campaign across all of these mediums. Mcdonald’s has already created a level of transparency on their website but we want it to be more at the forefront of our campaign- being completely honest with consumers, taking in their feedback and interacting with them when it comes to what they want from their food. We will create a hashtag that encompasses our campaign to build awareness. We will solidify ourselves as industry leaders of change and make our customers feel apart of the process.

Encouraging Trial Through Promotion

The changes that Mcdonald's plans to implement are not related to the taste or appearance of the product. Therefore, it is important to create a promotional strategy that will encourage consumers to try the product and feel satisfaction. When we have transitioned 90% of our stores to antibiotic free chicken, we will launch “National Nugget Day.” “National Nugget Day,” will be highly publicized through a mass media campaign and will serve as a means of celebration for our accomplishments. We will offer customers a free 6 pc. chicken mcnugget for one day at participating stores. We hope that this will attract new customers in our target market, who wouldn’t otherwise buy Mcdonald’s. We do not want to lose touch with our current customer base. Our core customer may not be as enticed by our improved poultry, so we will introduce a limited time dipping sauce to entice them. The dipping sauce will be a chef-inspired garlic aioli, to complement our new health inspired image.

 BUDGET AND IMPLEMENTATION 

Objective and Task Method

        The most efficient method for budgeting for the recommend marketing objectives is the objective and task method. After the objectives were constructed, the activities to meet them were established. When looking at these activities we came up with a few ball-park figures that McDonald’s can utilize to estimate its marketing budget for repositioning the brand in the better burger category in the mind of millennials.

        The specific tasks focus around advertisements, public relations and social media. Due to the nature of this campaign, we will need to build a large amount of momentum, which will require a longer focus on public relations to foster transparency and excitement for the consumer. In addition, we will have a heavy emphasis on marketing research while implementing the changes throughout the roll-out to monitor changes in the consumer’s perception of the brand.

        For all advertising efforts, McDonald’s will need to spend roughly $10 million. There will be approximately 3 commercials that will be aired on national television, and online on YouTube Hulu, and website banner ads. In addition, we feel billboards will have the desired reach and cost roughly $500,000 for California, per year. For public relations, we have estimated on outsourcing costs to public relations firms at roughly $50,000 per month starting approximately two years before the launch.  

Implementation

Mcdonald’s with implement the following strategies throughout a time period of five years. There will be no test market because this decision to shift the quality of our products is final. However, it will fit a strategy of a roll out. We will however monitor consumers’ responses and perceptions at the locations where the changes are initially implemented. We will also monitor prices and test various pricing methods in this west coast market. Mcdonald’s will begin the transition on the west coast, where demographically and socio-culturally, the majority of consumers tend to align with our new objectives. We will then move east, once the west coast market is secure and stable with suppliers, we will move east gradually, while monitoring consumers responses along the way, and closely working with suppliers make the transition smooth.

CONTROL AND EVALUATION

Mcdonald’s will evaluate consumer’s perceptions and track sales throughout the entire process. We will utilize social media heavily when tracking consumers’ attitudes toward the altered product. Social media gives us the ability to see live reactions from customers. With a hashtag, we will be able to easily track how many people are using it and what they are talking about. We will also test and evaluate pricing in our stores on the west coast, before moving east. Overall, we will be able to tell if our efforts were successful by paying close attention to in-store sales.

Mcdonald’s utilizes a number of mechanisms for feedback. Market research, survey cards, online/social media are all techniques by which Mcdonald’s gets feedback from customers.  In this case, surveys will be used when people order the new burger, to find out whether they were satisfied with it, and how they felt it stacked up to competing better burgers that are available in San Diego.  

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