McDonald's Comeback
| 1. On average, how often do you visit a McDonald's? | |||
|---|---|---|---|
| answered question | 291 | ||
|
|
skipped question |
1
|
|
| Response Percent |
Response Count |
||
| Daily |
 |
1.0% | 3 |
| Weekly |
|
18.6% | 54 |
| Monthly |
|
21.6% | 63 |
| Annually |
|
3.8% | 11 |
| Sporadically |
|
43.3% | 126 |
| Never |
|
11.7% | 34 |
| viewOther comments: |
43 | ||
| 2. In general, how do you feel about McDonald's today? | |||
|---|---|---|---|
| answered question | 286 | ||
|
|
skipped question |
6
|
|
| Response Percent |
Response Count |
||
| Love it |
|
9.8% | 28 |
| Like it |
|
33.9% | 97 |
| Neutral about it |
|
36.7% | 105 |
| Dislike it |
|
16.8% | 48 |
| Hate it |
|
2.8% | 8 |
| viewOther comments: |
44 | ||
| 3. In general, how did you feel about McDonald's six years ago? | |||
|---|---|---|---|
| answered question | 288 | ||
|
|
skipped question |
4
|
|
| Response Percent |
Response Count |
||
| Loved it |
|
3.1% | 9 |
| Liked it |
|
31.9% | 92 |
| Neutral about it |
|
29.2% | 84 |
| Disliked it |
|
28.8% | 83 |
| Hated it |
|
4.9% | 14 |
| Don't remember |
|
2.1% | 6 |
| viewOther comments: |
19 | ||
| 4. If any, which of the following has IMPROVED your opinion of McDonald's? (pick as many as apply) | |||
|---|---|---|---|
| answered question | 279 | ||
|
|
skipped question |
13
|
|
| Response Percent |
Response Count |
||
| The food |
|
41.6% | 116 |
| The drinks |
|
22.9% | 64 |
| Convenience |
|
14.7% | 41 |
| Customer service |
|
10.0% | 28 |
| Ambiance |
|
24.4% | 68 |
| Sense of community/camaraderie |
|
5.7% | 16 |
| Hours |
|
14.0% | 39 |
| Price/value |
|
32.3% | 90 |
| Image/aesthetics |
|
24.4% | 68 |
| WiFi access |
|
15.1% | 42 |
| Absolutely nothing |
|
23.3% | 65 |
| viewOther comments: |
56 | ||
| 5. How would you rate the overall "quality" of the McDonald's experience today versus six years ago? | |||
|---|---|---|---|
| answered question | 285 | ||
|
|
skipped question |
7
|
|
| Response Percent |
Response Count |
||
| Better |
|
46.3% | 132 |
| The same |
|
35.4% | 101 |
| Worse |
|
4.6% | 13 |
| Don't know |
|
13.7% | 39 |
| viewOther comments: |
25 | ||
| 6. How would you rate the overall "healthiness" of the McDonald's menu today versus five years ago? | |||
|---|---|---|---|
| answered question | 286 | ||
|
|
skipped question |
6
|
|
| Response Percent |
Response Count |
||
| Better |
|
59.4% | 170 |
| The Same |
|
28.3% | 81 |
| Worse |
|
4.2% | 12 |
| Don't know |
|
8.0% | 23 |
| viewOther: |
42 | ||
| 7. How would you rate the "price/value" of McDonald's today versus six years ago? | |||
|---|---|---|---|
| answered question | 287 | ||
|
|
skipped question |
5
|
|
| Response Percent |
Response Count |
||
| Better |
|
27.2% | 78 |
| The same |
|
54.0% | 155 |
| Worse |
|
10.1% | 29 |
| Don't know |
|
8.7% | 25 |
| viewOther comments: |
15 | ||
| 8. How would you rate the effectiveness of McDonald's advertising strategy (i'm lovin' it)? | |||
|---|---|---|---|
| answered question | 285 | ||
|
|
skipped question |
7
|
|
| Response Percent |
Response Count |
||
| Excellent |
|
12.3% | 35 |
| Very Good |
|
23.9% | 68 |
| Good |
|
29.1% | 83 |
| Fair |
|
26.7% | 76 |
| Poor |
|
8.1% | 23 |
| viewOther comments: |
36 | ||
| 9. How would you rate the effectiveness of McDonald's use of "new" media (social networks, widgets, cellphones, digital signage, etc.)? | |||
|---|---|---|---|
| answered question | 250 | ||
|
|
skipped question |
42
|
|
| Response Percent |
Response Count |
||
| Excellent |
|
4.4% | 11 |
| Very Good |
|
15.2% | 38 |
| Good |
|
34.8% | 87 |
| Fair |
|
33.2% | 83 |
| Poor |
|
12.4% | 31 |
| viewOther comments: |
65 | ||
| 10. What must McDonald's do to continue to succeed in the future? | ||
|---|---|---|
| answered question | 203 | |
|
|
skipped question |
89
|
| Response Count |
||
| view |
203 | |
| 11. Is there a McDonald's competitor that you think is doing a better job? If so, who is it and why? | ||
|---|---|---|
| answered question | 170 | |
|
|
skipped question |
122
|
| Response Count |
||
| view |
170 | |
| 12. Type of company: ഊ ഊ | |||
|---|---|---|---|
| answered question | 268 | ||
|
|
skipped question |
24
|
|
| Response Percent |
Response Count |
||
| Agency |
|
26.1% | 70 |
| Manufacturer |
|
14.2% | 38 |
| Service Industry |
|
6.7% | 18 |
| Consulting Firm |
|
12.7% | 34 |
| Marketing Services |
|
13.8% | 37 |
| Media |
|
2.6% | 7 |
| Academia |
|
4.1% | 11 |
| Not-For-Profit |
|
3.0% | 8 |
| Retail |
|
7.1% | 19 |
| viewOther (please specify) |
|
9.7% | 26 |
| 13. If Manufacturer or Service industry, which Industry: ഊ ഊ | |||
|---|---|---|---|
| answered question | 108 | ||
|
|
skipped question |
184
|
|
| Response Percent |
Response Count |
||
| Apparel |
|
3.7% | 4 |
| Automotive |
|
0.9% | 1 |
| Computer/Software |
|
2.8% | 3 |
| Consumer Electronics |
|
1.9% | 2 |
| Financial Services |
|
4.6% | 5 |
| Healthcare/Pharmaceutical |
|
5.6% | 6 |
| Media/Entertainment |
|
10.2% | 11 |
| Packaged Goods |
|
27.8% | 30 |
| Restaurant |
|
5.6% | 6 |
| Retail |
|
5.6% | 6 |
| Telecomm |
|
0.9% | 1 |
| Travel & Leisure |
|
2.8% | 3 |
| viewOther (please specify) |
|
27.8% | 30 |
| 14. Size of Company: | |||
|---|---|---|---|
| answered question | 247 | ||
|
|
skipped question |
45
|
|
| Response Percent |
Response Count |
||
| Less Than $500MM |
|
63.6% | 157 |
| $501MM - $999MM |
|
11.3% | 28 |
| $1B - $2B |
|
6.5% | 16 |
| $2B-$5B |
|
4.0% | 10 |
| $5B- $10B |
|
5.3% | 13 |
| $10B+ |
|
9.3% | 23 |
| 15. Number of years in marketing: | |||
|---|---|---|---|
| answered question | 261 | ||
|
|
skipped question |
31
|
|
| Response Percent |
Response Count |
||
| More than 15 |
|
55.2% | 144 |
| Ten to 15 |
|
16.9% | 44 |
| Five to 10 |
|
14.9% | 39 |
| Fewer than 5 |
|
13.0% | 34 |