In my opinion, having many “seniors” eating at McDonalds would improve the image they have. It shows that McDonalds is a cheap, fast food chain that is also willing to accommodate the elderly. McDonalds will get the reputation of giving the customers what they want, making it a main priority of theirs to keep the customers happy. Although this could improve the image, it does not mean it is easy to do. Lisa Aham, manager of a McDonalds in the city was thinking about introducing Bingo to her restaurant. The strength in doing so would be that it would bring more revenue to McDonalds during a slow time period, in addition to giving the seniors a place to hangout in the party room. A weakness of offering bingo to the seniors is moving away from
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The manager and her staff have no problems with the seniors, in fact they enjoy the company of them everyday. They clean up after themselves and are friendly to other customers that come in. In addition, they make up most of the revenue during the slow part of the day (Perrault, Cannon, & McCarthy, 2015, p. 583). According to Perrault, Cannon, and McCarthy (2015), a micro macro dilemma is what is good for the individual may not be good for the society as a whole (p. 24). In the McDonalds “senior” restaurant case the micro-macro dilemma would be offering bingo to satisfy the senior target market but having restaurants crowded, negatively impacting the rest of society. An ethical implication that Lisa should be aware of is stereotyping the seniors. Marketing to the seniors are introducing bingo to the mix may add to the stereotype that all older people enjoy playing bingo. Tracey Sandilands (2015), discusses that stereotyping particular groups while marketing could lead to a tricky ethical issue. In addition, Sandilands also explains how marketing to vulnerable audiences can lead to ethical concerns (2015). In my opinion, this ethical concern can be applied to this case because McDonalds is looking to make more money out of the seniors since they know they hang out around their anyway. Many older people enjoy the company of others and it may look …show more content…
127). In this particular situation, McDonalds customers expect a clean environment with efficient service and cheap, fast food. By McDonalds catering most of their time to the seniors, this could impair McDonalds from meeting the expectations of other consumers, resulting in an overall lose. According to Meredith Estepon, it could be difficult for a business to identify customer expectation, however if could be done by directly connecting with customers through different techniques to see what they want. Estepon explains that meeting customer expectation can result in increased sales, loyal customers, and more business by word of mouth
The manager and her staff have no problems with the seniors, in fact they enjoy the company of them everyday. They clean up after themselves and are friendly to other customers that come in. In addition, they make up most of the revenue during the slow part of the day (Perrault, Cannon, & McCarthy, 2015, p. 583). According to Perrault, Cannon, and McCarthy (2015), a micro macro dilemma is what is good for the individual may not be good for the society as a whole (p. 24). In the McDonalds “senior” restaurant case the micro-macro dilemma would be offering bingo to satisfy the senior target market but having restaurants crowded, negatively impacting the rest of society. An ethical implication that Lisa should be aware of is stereotyping the seniors. Marketing to the seniors are introducing bingo to the mix may add to the stereotype that all older people enjoy playing bingo. Tracey Sandilands (2015), discusses that stereotyping particular groups while marketing could lead to a tricky ethical issue. In addition, Sandilands also explains how marketing to vulnerable audiences can lead to ethical concerns (2015). In my opinion, this ethical concern can be applied to this case because McDonalds is looking to make more money out of the seniors since they know they hang out around their anyway. Many older people enjoy the company of others and it may look …show more content…
127). In this particular situation, McDonalds customers expect a clean environment with efficient service and cheap, fast food. By McDonalds catering most of their time to the seniors, this could impair McDonalds from meeting the expectations of other consumers, resulting in an overall lose. According to Meredith Estepon, it could be difficult for a business to identify customer expectation, however if could be done by directly connecting with customers through different techniques to see what they want. Estepon explains that meeting customer expectation can result in increased sales, loyal customers, and more business by word of mouth