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Compact case
Case
-
Reference no. 306-332-1
Subject category: Strategy and General Management
Authors: Sumit Kumar Chaudhuri; Priti Krishnan
Published by: IBS Case Development Center
Published in: 2006
Length: 4 pages
Data source: Published sources
Topics: Fast food industry in the UK; Challenges faced by McDonald's in the UK; Brand repositioning; Competition in the UK's fast food industry; McDonald's competitors in the UK; Wimpy, Pret a Manger, KFC; Starbucks, Burger King, Subway; Turnaround strategy; Core competences in the fast food industry; Changing trends in the UK's fast food industry; McDonald's revival in the UK
Share a link: https://casecent.re/p/68817
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Abstract

Since its launch in 1974, McDonald's has maintained its profitability by offering its regular menu of burgers and french fries to its customers in the UK. However, since 2001, McDonald's has been drawing increased criticism as consumers in the UK held McDonald's responsible for causing obesity. The company also began to face stiff competition from trendy outlets like Starbucks and Subway that offered healthy food. McDonald's added salads to its menu, which, the company felt, would change its image from being a junk food retailer to a healthy food provider. It also changed the appearance of its stores to compete in the highly competitive UK fast food market.
Location:
UK
Industry:
Fast food and quick service restaurants
Other setting(s):
April 2006
Teaching note
-
Reference no. 306-332-8
Subject category: Strategy and General Management
Authors: Sumit Kumar Chaudhuri; Priti Krishnan
Published by: IBS Case Development Center
Published in: 2006
Length: 4 pages
Data source: Published sources
View full details

About

Abstract

Since its launch in 1974, McDonald's has maintained its profitability by offering its regular menu of burgers and french fries to its customers in the UK. However, since 2001, McDonald's has been drawing increased criticism as consumers in the UK held McDonald's responsible for causing obesity. The company also began to face stiff competition from trendy outlets like Starbucks and Subway that offered healthy food. McDonald's added salads to its menu, which, the company felt, would change its image from being a junk food retailer to a healthy food provider. It also changed the appearance of its stores to compete in the highly competitive UK fast food market.

Settings

Location:
UK
Industry:
Fast food and quick service restaurants
Other setting(s):
April 2006

Related

Teaching note
-
Reference no. 306-332-8
Subject category: Strategy and General Management
Authors: Sumit Kumar Chaudhuri; Priti Krishnan
Published by: IBS Case Development Center
Published in: 2006
Length: 4 pages
Data source: Published sources
View full details