Have you ever thought about McDonald’s life cycle? What stage would you think McDonalds is in right now? The first McDonalds opened in 1940 in California. In the early 1980’s, after three decades of rapid growth, the fast-food market slowly went down and pushed McDonalds to expand abroad. During the 1990’s, McDonald’s expanded their menu offering chicken, pork, salad, milk shakes, soup, and also allowing restaurants to customize their menus to suit the tastes of customers in certain regions. Concerned about the environment, McDonalds began using recyclable paper wrapping and paper napkins.
I recently read an article in the Wall Street Journal that talks about late night sales for fast-food outlets. According to McDonald’s, their profit increases 11% between the hours starting at midnight to 5 a.m.. Fast-food chains are extending their hours now to serve their late night or early risers to increase sales.
McDonald’s has successfully adapted to changes in the marketplace, innovating new products and services for their customers. It would appear, McDonald’s falls under the maturity stage of the life cycle and I think McDonald’s will continue to stay at the maturity level for many more decades to come.
Do you think McDonalds life cycle will ever begin to decline? If so, why?
Here’s the link to the article in the Wall Street Journal, you will need to suscribe in order to read the entire article: