Recent Research & Development
McDonalds works alongside their suppliers and customers so that they can be aware of what are necessary developments in order to set new quality standards. Research is an important step in the process. McDonalds frequently talks to customers, they value this as a key aspect in the development of McDonalds restaurants. Research is undertaken for purposes of strategic planning, they conduct their research in terms of performance in key areas such as; Quality, Service, Cleanliness and Value. This research shows what customers want from the restaurant chain. An example would be the launch of the new ‘McCafé’ specialty coffee menu in 2008, which is a product of recent development and market research. This was designed to offer new options to existing customers, and also to entice a new type of customer, busy business people who get coffees in the mornings. The creation of new products and services, in food service and catering, is an essential part of business.