Analysis of McDonald's Marketing Strategy During the COVID-19

Abstract

At the end of 2019, when the outbreak of COVID-19 brought a huge blow to the world economy, many catering enterprises took measures to save themselves and deal with the global public health emergency. Taking McDonald's (China) as an example, this paper uses literature analysis and the case study method to study and analyze its cooperation with third-party platforms while simultaneously operating its own takeout platform, and calmly responding to the non-contact delivery strategy and digital restaurant operation mode during the epidemic. In this period, McDonald's (China) took the initiative to shoulder its social responsibilities. It not only responded quickly to the government's epidemic control and timely implemented adjustment strategies, but also used cooperation with third-party distribution platforms to synchronize the development strategy of its own distribution construction and digital restaurant strategy. It minimized losses, stabilized corporate income during the epidemic, and successfully saved itself.At the same time, this paper also provides the correct guidance for future catering enterprises to adjust their marketing strategies in response to emergencies.