What is a customer persona?

A customer persona is a detailed description of a certain kind of customer that a business wants to attract. It is a made-up version of a real person that was made by looking at data about current customers, market research, and customer feedback. The persona usually includes information about the customer's age, gender, income, and level of education, as well as their habits, like how they like to shop, what channels they use to research products, and what makes them want to buy something.

The goal of making a customer persona is to help companies better understand their target audience and come up with marketing and sales strategies that are tailored to their specific needs and preferences. Companies can make better campaigns, create more useful products and services, and improve the customer experience as a whole if they know exactly who their target customer is. Having a customer persona also helps you make sure that your messages are the same at every point where the customer interacts with your business.

To make a customer persona, you need to do research like surveys, interviews, and focus groups. You also need to look at data from sales and interactions with customers. Once the persona is made, it can be used as a guide for all activities that involve the customer, like making new products, marketing, and customer service. It can also be used as a standard to measure how well these things are working and make changes as needed.

Why are personas important to McDonald's?

Personas help McDonald's make better marketing campaigns by making sure that the messages, offers, and promotions are tailored to each persona's needs and preferences. They also help with menu development and new ideas by showing which menu items are most popular with each persona and which new items would be most appealing to them. Personas also help McDonald's improve the overall customer experience by showing where customers may be having problems, or "pain points." They can also be used as a way to measure how well marketing and sales efforts are working by figuring out if they are reaching the right people and making an impact on them. Overall, personas help McDonald's better understand their customers and come up with more effective and relevant marketing and sales strategies. This helps to increase customer satisfaction and loyalty, as well as sales and growth.

Customer Personas of McDonald’s

Meet Michael - The Strategy of McDonald’s

Construction worker Michael, 42, and his family, including his wife and two kids, reside in New York. He is paid $35,000 a year and has just a high school education. He is a dedicated blue-collar worker who likes his work but finds it stressful and exhausting at times.

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Meet Karen - The Strategy of McDonald’s

Karen is a 23-year-old college student in Los Angeles who supports herself by working part-time. She is getting a degree to become a teacher, and she works very hard on her studies and her future career.

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Meet Emily - The Strategy of McDonald’s

Emily is a student who is working on her Master’s in Environmental Science. She is aware of how she affects the environment and usually chooses food that is good for the environment. However, sometimes her busy schedule and tight budget force her to eat at fast food places.

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Meet Samantha - The Strategy of McDonald’s

Samantha is a busy working mother who values her time and convenience. She often finds herself looking for quick and affordable meal options for her family, and McDonald’s is a frequent choice. She enjoys the familiar menu options and knows that her kids will enjoy their meals too.

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Meet John - The Strategy of McDonald’s

John is a 65-year-old retiree who used to work in a factory. Since he gave up that job, he has been living on a fixed income. He is married and has two grown children. He lives in a small house in the suburbs with his wife and children.

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Meet Alex - The Strategy of McDonald’s

Alex is a 16-year-old high school student who likes to play sports and hang out with his friends. He plays soccer for his school team and enjoys playing video games in his spare time. He likes to try new foods and tastes and is a bit of a foodie.

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Meet Sarah - The Strategy of McDonald’s

Sarah is a 27-year-old salesperson who likes to keep her daily life easy, interesting, and healthy. She tries to make the most of her time by using her phone and the internet to find quick meals, deals, and discounts.

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