McDonalds restaurant
Vision
McDonald’s’ corporate vision is to steer profitable growth and become better by serving delicious foods to customers each day worldwide (Meyer).
Sense of belonging
McDonald’s’ sense of belonging is the fact that all their restaurants worldwide have an optimized product delivery, same flavor experience, and similar supply chains (Battye).
This means that they have created a standardization level remarkably synonymous across all their fast-food restaurants.
Sensory appeal
McDonald’s’ sensory appeal is made by its signature fragrance used in all their food production processes (Harvey).
They developed it when they tried to seclude themselves from the ideology that their restaurants smelt like stale cooking oils (Harvey).
Customers responded positively to their in-dine experience when the scent was implemented.
Storytelling
Through their powerful form of advertisement of storytelling, McDonald’s has greatly changed people’s perception (Writer).
McDonald’s was one of the first brands to use storytelling as a form of their brand messaging.
The commercials featured a man with Down’s syndrome and another with an elderly couple (Writer).
These commercials illustrated the significance of storytelling as a way to cultivate the comfort of people talking about subjects they are not usually comfortable talking about(Writer).
It taps into raw human emotion to tell great stories.
Grandeur
The grandeur of McDonald’s restaurant tends to change based on its host country (Rahayel).
McDonald’s restaurants are more than 35,000 and are based in over 100 countries. Therefore their grandeur differs depending on the country they are located.
Ritual
The ritual at McDonald’s Restaurant is its consistency.
This means that every McDonald’s outlet, from its staff behavior and etiquette to its standard title and standards menus are steady and constant(Battye).
Additionally, despite where the restaurants are based worldwide, their food experience in terms of flavor, employee base, and the product delivery are similar.
Works Cited
Battye, Luke. “Why We’re Loving It: The Psychology Behind the McDonald’s Restaurant of the Future.” BehavioralEconomics.com | The BE Hub, 10 May 2018, www.behavioraleconomics.com/loving-psychology-behind-mcdonalds-restaurant-future/. Accessed 18 Oct. 2020.
Harvey, Steve. “Sensory Branding Strategies to Seduce Your Customer’s Senses.” Fabrik Brands, 27 Feb. 2019, fabrikbrands.com/sensory-branding/. Accessed 18 Oct. 2020.
Meyer, Pauline. “McDonald’s Mission Statement & Vision Statement (An Analysis).” Panmore Institute, 20 Feb. 2019, panmore.com/mcdonalds-vision-statement-mission-statement-analysis#:~:. Accessed 18 Oct. 2020.
Rahayel, Anthony. “This Is the World’s Fanciest McDonald’s :: NoGarlicNoOnions: Restaurant, Food, and Travel Stories/Reviews – Lebanon.” NoGarlicNoOnions, 24 Mar. 2014, www.nogarlicnoonions.com/this-is-the-worlds-fanciest-mcdonalds/. Accessed 18 Oct. 2020.
Writer, Staff. “1980: McDonald’s Illustrates the Power of Storytelling.” The Drum, 31 Mar. 2016, www.thedrum.com/news/2016/03/31/1980-mcdonalds-illustrates-the-power-storytelling. Accessed 18 Oct. 2020.