Caso Magdonal
Páginas: 4 (778 palabras)
Publicado: 24 de noviembre de 2012
FAST FOOD– COMIDA RAPIDA
McDonald's Grows Up
NEW YORK - Just as baby boomers put aside their Rolling Stones albums for Yanni and their Volkswagen buses for sleek Lexuses, they are trading intheir gloppy Big Macs for shrimp primavera.
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The trend is enough to make McDonald’s, golden arches tremble. The company made billions from cheap fast-servicerestaurants with minimal creature comforts. The drive-through, which accounts for 60% of McDonald's business, perhaps best exemplifies the chain's model. But as baby boomers age they are expected toprefer slower higher-quality fare. And that generation--some 80 million members strong--is accustomed to getting what it wants.
So the hamburger and fry goliath is now aiming to gobble up the mealmoney of aging boomers by becoming more like sit-down restaurants. McDonald's and its fast-food competitors have been moving to a format industry watchers have dubbed "fast casual." In 1999, the OakBrook, Ill.-based chain purchased Boston Market, whose restaurants have a modified sit-down format. And earlier this week, it cut the ribbon on its first "town center" restaurant in Columbus, Ohio. The11,500-square-foot eatery has living room-style furniture and a park for picnics. It will serve Lavazza coffee imported from Italy alongside the usual assortment of kiddy ice cream treats, browniesand cookies.
But sit-down chains such as Applebee's, aren't taking the change sitting down. They are taking steps to act more like their fast-food cousins, by offering takeout service which is fasterand cheaper than a standard meal.
According to a new McKinsey study, the fast-food industry will grow by only 1% a year during the next eight years--less than half the current rate. In contrast,full-service restaurants will see annual increased sales of 3.2%. In sum, sit-down eateries will see $42 billion in new revenue over the next eight years compared with $13 billion for quick-service...
McDonald's Grows Up
NEW YORK - Just as baby boomers put aside their Rolling Stones albums for Yanni and their Volkswagen buses for sleek Lexuses, they are trading intheir gloppy Big Macs for shrimp primavera.
| | | | | |
| | | | | |
| | |
| |
The trend is enough to make McDonald’s, golden arches tremble. The company made billions from cheap fast-servicerestaurants with minimal creature comforts. The drive-through, which accounts for 60% of McDonald's business, perhaps best exemplifies the chain's model. But as baby boomers age they are expected toprefer slower higher-quality fare. And that generation--some 80 million members strong--is accustomed to getting what it wants.
So the hamburger and fry goliath is now aiming to gobble up the mealmoney of aging boomers by becoming more like sit-down restaurants. McDonald's and its fast-food competitors have been moving to a format industry watchers have dubbed "fast casual." In 1999, the OakBrook, Ill.-based chain purchased Boston Market, whose restaurants have a modified sit-down format. And earlier this week, it cut the ribbon on its first "town center" restaurant in Columbus, Ohio. The11,500-square-foot eatery has living room-style furniture and a park for picnics. It will serve Lavazza coffee imported from Italy alongside the usual assortment of kiddy ice cream treats, browniesand cookies.
But sit-down chains such as Applebee's, aren't taking the change sitting down. They are taking steps to act more like their fast-food cousins, by offering takeout service which is fasterand cheaper than a standard meal.
According to a new McKinsey study, the fast-food industry will grow by only 1% a year during the next eight years--less than half the current rate. In contrast,full-service restaurants will see annual increased sales of 3.2%. In sum, sit-down eateries will see $42 billion in new revenue over the next eight years compared with $13 billion for quick-service...
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