McDonald’s, being the leader in the fast-food industry, enjoys several advantages thanks to its position. McDonald’s is a globally recognized brand that became synonymous with the words ‘fast food’. Being one of the oldest chains, it has many loyal customers who prefer McDonald’s over any other restaurant. The company also has some unbeatable value offerings, such as its dollar menu. McDonald’s has also managed to adapt to the changing customer tastes and preferences so far. The company has diversified its menu to include more chicken-based meals and non-hamburger sandwiches, as well as burritos and hot dogs. Besides, the company also opened McCafe’s, whose upscale design and offers should tailor to more sophisticated customers looking for a more comfortable dining experience.
The major weakness of McDonald’s is its public image: the company’s name stands not only for ‘fast food’ but for everything else it is associated with, like obesity and cheap, unhealthy meals. While McDonald’s currently tries to improve its image by including nutrition information in the menu and by getting actively involved in the community to be perceived as a family-friendly business, it should concentrate more on this area.