Marketing Currents - Business and Marketing Current Events

McDonald’s is launching a spinoff restaurant chain based on an out-of-this-world character


The world’s largest fast-food chain is going for a “small format concept” in its next venture.

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Discussion Questions:

  1. What is a restaurant concept?
  2. What is a “small format concept” and how might that differ from McDonald’s?
  3. What is a marketing plan?
  4. What is a SWOT analysis?
  5. Why do you think a SWOT analysis and marketing plan might be important to McDonald’s
  6. What is a brand?
  7. Is McDonald’s a brand?
  8. What is brand strength?
  9. How might the strength of the McDonald’s brand be important to the introduction of its spinoff restaurant chain?
  10. Why do you think McDonald’s is launching a spinoff restaurant chain?
  11. How important do you think a restaurant name is when opening a new restaurant concept?
  12. What is a mascot?
  13. Why do some companies feature mascots as part of their brand marketing strategy?
  14. Why don’t all companies use mascots?
  15. Why is McDonald’s calling the new concept restaurant CosMc’s?
  16. What is product testing?
  17. Why is McDonald’s testing the new concept with “limited geography” in 2024, according to this news story?
  18. How do you think they will determine which markets to initially open the new concept restaurants?
  19. What do you think they need to see from the test markets to determine whether to open more restaurants?
  20. What is a franchise?
  21. How might the new concept provide an opportunity for someone interested in owning a business?
  22. In your opinion, will the spinoff be a success? Why or why not? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.