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CUEGIS Essay McDonald’s is an international public limited company in the fast food industry. A public limited company is a type of business that is owned by anyone who can afford to buy some of the company’s stock. Innovation is defined as a product that is capable of improvement in a process or a significant change in the goods or services provided. Promotional strategies are pans that are set to achieve long-term goals through promotion. Promotion is one of the four P’s in the marketing mix and refers to methods of communicating messages to the market. McDonald’s has recently collaborated with Uber Eats, a delivery system that offers customers on-demand food delivery from local restaurants. Uber Eats offers a wide variety of restaurants to customers that do not have the time to go out and pick up their food due to busy schedules. The true innovation of partnering with this delivery system is the easy accessibility it gives the customers at any given time of the day. Uber Eats is more convenient to the customers that are not able to freely go out and purchase food due to the time constraint or busy schedules. The advantage of McDonald’s partnering up with Uber Eats is the number of customers that will be attracted because it makes their lives easier to have their food delivered directly to their footsteps. This has an impact on McDonald’s promotional strategies as it is now able to reach a bigger market size because more and more people are starting to use technology for convenience. However, a limitation of using Uber Eats is that not all the profits are sent directly back to McDonald’s. Uber Eats obtains a certain percentage of each sale done through their app. Another limitation is directed towards the older demographic, where they might not have the technology needed to order through Uber Eats, which eliminates the convenience aspect of partnering with Uber Eats.

Another innovation is McDonald’s implementation of monopoly within their menu items. McDonald’s draws their customers in by implementing a new monopoly game, where the consumers are able to win free things just by peeling a sticker on the backs of their fries, drinks, and even sandwich boxes. This brings in more money to McDonald’s because customers are ordering more items to have a better chance of winning. This impacts McDonald’s promotional strategies because they are now able to promote across all platforms a new implementation that is exclusive to the products they offer. The advantage of this innovation is the numbers of customers the game attracts because of the possibility of winning something free. It is also an implementation that many other companies in the fast food industry is not using, making it more interesting and fun to play. However, a main limitation to this form of innovation is the high possibility of customers that do not win very often. This often will discourage customers and they will stop buying as many products because of the notion that they aren’t going to win anything. The consumers will slowly stop playing the game and this implementation can become insufficient enough to stop doing it all together. These two innovations can affect every stakeholder that is involved in this international company. The stakeholders from the customers to the employees to the CEOs can have a benefit from these innovations because of the convenience it brings, the number of customers it attracts, and the abundance of income it brings McDonald’s. In conclusion, innovation has a huge impact on McDonald’s promotional strategies. McDonald’s implemented these innovative approaches by having a strategic partnership with Uber Eats and introducing a new monopoly game to the fast food industry. These innovative approaches opened up new promotional opportunities that attract their target market....