+353-1-416-8900REST OF WORLD
+44-20-3973-8888REST OF WORLD
1-917-300-0470EAST COAST U.S
1-800-526-8630U.S. (TOLL FREE)

PRINTER FRIENDLY

Success Case Study: McDonald's Japan - Investing in market research and modernization to revitalize business and woo back customers

  • PDF Icon

    Report

  • 25 Pages
  • March 2019
  • Region: Japan
  • GlobalData
  • ID: 4761025
1h Free Analyst Time
1h Free Analyst Time

Speak directly to the analyst to clarify any post sales queries you may have.

1h Free Analyst Time

Speak directly to the analyst to clarify any post sales queries you may have.

Success Case Study: McDonald's Japan - Investing in market research and modernization to revitalize business and woo back customers

Summary

McDonald's Japan had grown into the biggest quick-service restaurant in Japan by 2013. However, the company was hit by a series of food scandals in 2014 and 2015. McDonald's Japan made a strong comeback from the crisis in the following years through a more consumer-oriented approach.

Towards the end of 2014, McDonald's Japan was struck by a major food safety scandal, which attracted a huge public backlash and led to a steep decline in guest-count and sales revenues at restaurants. The company's management implemented a four-pronged business revitalization plan that was rooted in customer feedback. Subsequently, Japanese diners returned to McDonald's, with restaurants registering a strong turnaround in guest-count and sales.

Scope
  • McDonald's management invested in market research, sourcing feedback from diners and restaurant staff to refine its operations and bridge the gap in customer expectations.

  • Restaurants raised their quality and safety standards, and took steps to communicate the same to diners in order to restore customer confidence in the McDonald's brand.

  • The company adapted its restaurant menu to suit local tastes and budgets.

  • McDonald's launched a digital marketing campaign including a successful promotion based on the Pokémon Go video game, and modernized its restaurants with digital technologies to attract tech-savvy Japanese consumers.



Reasons to buy
  • Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

  • Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

  • Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

  • Access valuable strategic take-outs to help direct future decision-making and inform new product development.

1. Introduction

2. What?

3. Why?

4. Take-Outs

5. Appendix

A selection of companies mentioned in this report includes:

  • McDonald's Holdings Company Limited