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Ethnic Insights Form Foundations of McDonald's Marketing

Monday, November 9, 2009

The marketing at McDonald's is informed first and foremost by ethnic insights that shape the chain's marketing to African Americans, Asians and Hispanics. Then McDonald's lays those insights over work for the general market. "Ethnic segments are leading lifestyle trends," Neil Golden, chief marketer officer of McDonald's USA, told the ANA assembly. He added that his team decided to "start with the ones who are setting the pace." They're also where a lot of the money is. Mr. Golden said 40% of McDonald's current U.S. business comes from the Hispanic, Asian and African-American markets, and 50% of consumers under the age of 13 are from those segments. "And they're among our most loyal users," Mr. Golden said.

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