Summary

This article details the changes McDonald’s is making to its menu options and the implications for the community.

Getting Started

Appropriate Subject Area(s):

Entrepreneurship, marketing, target market

Key Questions to Explore:

  • What is the impact of a company changing its product mix?

Materials needed:

http://foodallergycanada.ca/

Learning Activity

Introduction to lesson and task:

Students will explore the impact of corporate decisions on consumer behaviour.

Action (lesson plan and task):

  • Review the Product Mix with the class.
  • Ask students if they eat at McDonald’s and the reasons why or why not.
  • Ask students if they have every participated in a social media activity related to McDonald’s. Ask if they are they aware of the campaign “Our Food, Your Questions”
  • Ask students to converse with the person beside them and speculate on why this campaign was so successful for McDonald’s.
  • Ask students if they are aware of changes planned with respect to McDonald’s menu. If not, inform then and then discuss.
  • Distribute the article for reading.
  • The article states that the lack of response by McDonald’s to customers’ protests is a marketing blunder.  Discuss why. What are the implications?
  • In small groups, have students prepare an advisory for McDonald’s on a recommended path forward.

Consolidation of Learning:

  • Have student go the website above and find an update on the results of the lobbying efforts by Food Allergy Canada.
Success

Success Criteria:

  • Students understand how changes in product mix can impact the target market.

Confirming Activity:

  • Have students identify other companies that have changed their product mix and discuss what the implications were. (e.g. Coke, Chanel).