People like the presentation of products, the signalization is clear and well categories according to them, they can find the new recipes, prices, clear images of products to know how they look like, this helps them in their choices.

The results show that most of the consumers of McDonalds think that the atmosphere in the restaurant is good (54.5%). The second part of our questionnaire was based on the experience of customers in restaurant: those questions allow us to dress an elusive consumer study:įirst of all, we asked people to grade the atmosphere, the product presentation and the signalization from poor to excellent. The reasons that drive people to McDonalds are: Profile of McDonalds consumers: they go to McDonalds at least once a month (72.2%), they go to the restaurant for most of them with friends (80%), they prefer to eat McDonalds food during the evening ( 45% ), they spent around 5 to 10 euro and stay there for about an hour.įor McDonalds we discover that the 3 mains criteria that bring people to this fast food are: In fact, we administrated questionnaires in France and more precisely in Paris where there is no Burger King restaurant yet so results about people who chose burger king over McDonalds are distorted. The result we had about burger king wasn’t efficient enough to dress a profile.

Thanks to those kind of questions we were able to construct a profile of McDonald’s customers. We started the questionnaire with questions that are related to habits of consumption for example: “How many time per year do you eat in a fast food?” or “How much do you spend each time you go to a fast food restaurant?” We chose to make a questionnaire about Fast food and more particularly about McDonalds and Burger king in order to report experiences and opinions of people towards this two brands.

Giant big mac pyramid