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

Meet Samantha

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. She also appreciates the variety of meal options available at McDonald's, from burgers and fries to chicken nuggets and salads.

Demographic Information:

Family Occupation Education Level Income Age
Married Office Manager Bachelor's degree in Business Administration $50.000 32
Geographic location Name of the city Social class Homeownership Family size
Suburban Texas Middle Class Rent 4

Beliefs, values, attitudes, motivations, and expectations:

Beliefs Values Attitudes Motivations Expectations
Time-saving Convenience Affordable Quick meal options Reliable food choices

Samantha grew up on fast food and still enjoys it as an adult. She is always on the go and doesn't have a lot of time to cook. She is a budget-conscious shopper and appreciates the value deals offered by McDonald's. With a busy schedule, she relies on the drive-thru to grab a quick meal on her way home from work. She also likes to take her kids to McDonald's for a treat on the weekends.

Samantha has a busy schedule and prioritizes her time and convenience. She values affordability and reliability in her food choices and often turns to McDonald's for quick and satisfying meals for her family.

Personal Motto:

"Efficiency and affordability in every bite”

Key points in the customer journey:

Key Points Barriers Tasks Frustrations
Discovery of McDonald's Limited knowledge of menu options Research menu options online or in-store Limited healthy options
Decision to visit McDonald's Limited time Compare prices and menu options with other fast-food restaurants Long wait times in drive-thru
In-store/Drive-thru experience Difficulties ordering with a large group Place order and pay Inconsistency in food quality
Consumption of the meal Limited seating options Find a place to sit and eat Cold food
Post-consumption evaluation None Evaluate the overall experience and meal Food not as expected

Consumer Habits:

  • Samantha mostly relies on drive-thru to grab a quick meal on her way home from work.
  • She likes to take her kids to McDonald's for a treat on the weekends.
  • She is a budget-conscious shopper and appreciates the value deals offered by McDonald's
  • She checks the menu options online or in-store before visiting the restaurant.
  • She likes to compare prices and menu options with other fast-food restaurants.
  • She evaluates the overall experience and meal after consumption.

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