Not only McDonald’s has been designed with your cash in mind but the company is constantly working on finding more effective ways to persuade you to buy certain items, eat more items, or feel better about buying some items.
McDonald’s seems to be particularly ingenious at using psychology to enhance their marketing plans and make more profit. This popular fast food chain has steadily increased sales in the past couple of years through several store innovations and menu updates.
#1 – Decorating their menus strategically
The brains that work restlessly to increase the company’s sales know that many people have a go-to order, yet this doesn’t do much when it comes to making them buy more – particularly if they ordered from the value menu – So, they figured out a way to change up the game; decorating the menus strategically to draw customers’ attention to new, more expensive items, such as Signature Crafted Recipes.
They’ve also added movement and animation around these items based on the fact that human eyes are automatically attracted to movement, thus, customers notice the items which Mcdonald’s wants them to notice.
#2 – Manipulating your decision
What’s the first display you see when you step into a McDonald’s? It’s almost certainly a picture of a yummy-looking and high-priced item that has no visible price tag. According to studies, when we’re making a decision, the first option we see is likely to be the one we pick.
McDonald’s uses this same theory to input a selected image in the customers’ minds as soon as they walk into the store. So while you came for a McFlurry, you may end up eating the delicious burger you’ve seen by the door, too.
#3 – Taking advantage of the ‘health halo’
We all want to eat healthy but we get tempted and end up feeling guilty after consuming fast food. McDonald’s don’t want us to have negative feelings after consuming their foods and drinks because it will negatively affect the company’s sales.
So, they resorted to the health halo technique, which consists of adding pictures of water or salads on the menu so people would see an overall healthier menu.
Illusions seem to work well in tricking our minds since McDonald’s has successfully tricked a huge number of people into buying unhealthy items just by making them think that the menu is healthier. (McDonald’s 1 – consumers 0!)
#4 – Price anchoring
Since this famous fast food chain insisted on highlighting Signature Crafted meals, it was highly expected that you’re going to spend more of your hard-earned money at McDonald’s.
What’s more interesting is that even if you don’t purchase one of these more expensive meals, their price would still stick to your mind, making regular items seem cheaper.
This leads us to order additional items, go large, or at least feel better about the lower-priced item we picked.
#5 – Decreasing face-to-face interaction
Nowadays, a large number of stores started applying self-service ordering stands to allow customers more control over their ordering. It’s a good idea since people feel less pressured and rushed to make a decision.
However, it’s a particularly beneficial idea for McDonald’s because if there’s no one to judge you for ordering two unhealthy items, you may feel confident to order a third one as well. Besides self-service ordering, the company is expanding its delivery options in order to increase the rate at which people buy McDonald’s.