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This article is part of the “De-Strategy Series: The Strategy of McDonald’s.”

Meet Karen

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. In her free time, she likes to help out at schools and teach her peers. She likes to hang out with her friends and explore the city.

Demographic Information:

Family Occupation Education Level Income Age
Single, no kids Student College $20,000 23
Geographic location Name of the city Social class Homeownership Family size
Urban Los Angeles Lower middle class Rents 1

Beliefs, values, attitudes, motivations, and expectations:

Beliefs Values Attitudes Motivations Expectations
Affordable food options Quality Convenience and value for money Fast service and convenience Taste, quality and consistency

Karen likes to eat food that is both good and affordable, and she is always on the lookout for quick, cheap, and good-value options. Since she's always on the go, McDonald's is a good, cheap, and easy choice for her. She is on a student budget and wants to find a place where she can get a quick, cheap meal that suits her tastes. She also wants the food to have the same taste and quality every time.

Karen is a student who cares about learning and growing as a person. She also volunteers because she likes to help other people. Her motto tells her how important it is to take care of her body and mind, which is why she's looking for cheap, good, and easy-to-find food to fuel her body and keep her going all day. She wants to be able to enjoy every day, focus on her studies, and help other people.

Personal Motto:

" Learning, growing, and feeding”

Key points in the customer journey:

Key Points Barriers Tasks Frustrations
Awareness Limited time and budget Research fast food options Limited options for healthy food
Consideration Limited options in the area Compare prices and menu items Limited options for Vegetarian or vegan options
Purchase Long lines and wait times Select menu items and pay for the meal Inconsistent food quality
Consumption None Eat the meal Food not being as satisfying as expected
Repeat purchase Limited options for healthy food Consider previous experience and value for money Limited options for Vegetarian or vegan options

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