Consumer Culture Expedition

McDonalds

Setting: The setting of McDonalds is very appealing to young children. From the outside, there are many posters highlighting the ‘Happy Meal’ and the latest toy that is included. Other posters also promote current or new products that are available using bright and large images that draw your attention. Upon entering, the large menu board directly attracts your focus to the bright images of products and offers. Directly aimed at children is a cabinet, where children can see the toys that are available within the happy meal and balloons can also be picked up. The atmosphere here is very fast paced, with queuing, ordering and receiving your food. Upon the walls are also pictures of Ronald McDonald and even small tables and chairs to accommodate for children.

Gender: with regards to gender, the Happy Meal products are specifically categorised into gender. For both boys and girls the packaging and the toy within the happy meal is different, mostly following typical stereotypes such as cars for boys and dolls for girls.

The Consumer and products: at lunchtime, there are a wide variety of different people purchasing food. This ranges from families to young individuals and older adults. Certain food products are aimed at different people. The ‘Happy Meal’ food products are mostly aimed at young children with the promotion of a free toy, colourful packaging and a manageable portion of food for a small child. The price of the product is clearly displayed to attract parents to buy the meal for its value. The meal also now promotes healthier options for the meal for children, prompting parents to buy the meal for their children as more healthy food. A salad range is also available particularly appealing to older adults who are more aware of the benefits of healthy eating. The larger meals tend to be more directed at older consumers by the options to “go large” and the graphics used, i.e. flames around a ‘big Mac’.
Also directly appealing to particularly the younger customers is the desserts menu. Here you are able to purchase a wide variety of food products such as muffins and donuts to ice cream. Many of the food products are directly appealing to children due to the food products available are often food particularly associated with children such as milkshakes, soft drinks and burgers to chips, donuts and chicken nuggets. With ‘healthy food’ becoming more popular amongst adults, the menu is generally more appealing to children who do not necessarily have these concerns.

Advertising: within the store there is particular advertising aimed at children. For example the happy meals toys are directly on display to appeal to children buy the meal. Also the posters that are advertising the products particularly desserts are large images with bright colours that tempt customers. The atmosphere with the images of Ronald McDonald also help to promote a friendly atmosphere for children and families to sit and dine.

Literacies: within this store children will need to be able to interprete the images and models that are widely displayed throughout the store. The children will also need to be familiar with the way that food orders are placed within a restaurant and the communication between the assistant and the customer.