McDonald's on keeping up with the times and its customers

As a new CEO steps in, we take a closer look at the Australian market.

Ipsos Media CT noted that Year on Year numbers from emma shows a decline in the chain's share as a percentage of all QSR consumers, dropping from 60.8% to 59.7% (-1.1%).

December 2012-November 2013: 41.8% of the 14+ Australian population have been to McDonalds in the past month
December 2013-November 2014: 37.5% of the 14+ Australian population have been to McDonalds in the past month

"Looking at their consumer profile, the consumers they are losing are predominantly males and the 14-29 age bracket. There has also been some changes in how McDonalds is perceived by the consumer at large (14+) -- less people think it ‘is expensive’ now, less people think it ‘offers good quality food’, and less people think it has ‘personality & character’", the firm pointed out.

"The expensive thing is not necessarily a negative, also on the positive change side, more people think its ‘trustworthy’ and ‘offers a healthy alternative’."

For more information go to emma.com.au or contact [email protected]

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