This blog post will feature the McDonald’s store front in Pulaski, Wisconsin.
1C. If it’s a store layout describe in detail the servicescape. Why did they select this specific layout, color scheme, etc.? What does it convey to the consumer? How does it align with the brand perception?
The layout for this McDonald’s has not yet changed to the new contemporary layout. While this store does not have a playground it is attached to a gas station and stuck with the hard, cold seating booths. When you walk in you are greeting by a large open area leading up to the cash register (space to allow for customers to stand in line). surrounded by booths and tables. The decorations around the store are relevant to Pulaski, WI with pictures of the old town and the current high school athletes. It is not a very big McDonald’s with about 8 to 12 seating areas while the majority of their business comes from the drive-thru and the convenience of being attached to a gas station. It conveys to the customer that is understands the heritage and pride that comes from Pulaski and its residents proud to be from a great small town. It aligns with McDonald’s brand perception because McDonald’s wants to be there for Americans to provide food a cheap cost for those who can’t afford Olive Garden or Applebees. And this McDonald’s seems to show the same perception.
2. Describe the target market. How do you know this is the target market? Did the company make good decisions to reach the target market?
The target market is for the middle class or people struggling with money during the recession who want to go out to eat. It also includes the families on the go in and out of town to a soccer game, choir concert, or play production. The target market includes those passing by Pulaski and want something quick to eat and as the only fast food place in Pulaski besides Subway.
3. Does it work? Why or why not?
This particular McDonald’s receives a lot of business because of the high school being in such close proximity (less than a mile) that it is the perfect place to get food before or after school. It also is great after a long football game or a long choir concert to stop and eat afterward because leaving town because the average travel time from Pulaski to place of residency is about 25-30 minutes and most people after a long night out don’t want to cook yet that night and try and feed their families especially when it gets so late. Therefore I think this store location works well.