The most interesting thing I learned in chapter 12 was in the “Real World” section where it talked about McDonald’s multiple methods to identify the problem of losing customers to Starbucks and other coffee shops. I had no idea that so much research goes into figuring out where people are purchasing there beverages after they order their food. McDonalds conducted several three hour interviews, which were videotaped, in which interviewers studied beverage buying habits of their customers. The problem they saw was that McDonalds was missing out on one of the fastest growing beverage industries. The text explains how data proved that soda sales had flattened while specialty coffee and smoothie sales were growing at double digit rates.
I did some additional research to find out which type of person goes where. Studies prove that the average age of a McDonald’s customer is 18-34, as for Starbucks the average age of a customer is between 35-44 years old. Income also plays a role in which goes where, people with incomes over $60,000 per year tend to go to Starbucks where as people with an income lower than $60,000 tend to buy McDonald’s products.