eal et al, 2000)McDonalds introduction of ‘Breakfast’ in 1973 brought about change and recognition in consumer lifestyle. McDonald acknowledges that though the breakfast restaurant experience has paid a big dividend for McDonald, they recognize that most people still don’t eat out for breakfast, thus giving them a great deal of potential to expand in the market. Burger King Corporation is emerging as a pioneer of ideas for changing the ‘restaurant experience’ as dramatically as when drive-through stores first open. Burger King has taken note of the growing popularity of Internet cafes, and reportedly is opening a new ‘burger emporium’ that will include Internet access terminals. Customers who buy a combo meal will get to surf for 15 minutes. (Elgin, 1999:22)In 1993, McDonalds open the first McCafe as an adjunct to a restaurant in the Melbourne central business district. The concept resulted from the company’s assessment of a trend and lifestyle change towards good coffee, pastries and consumer socialisation. "As a mass marketer, we appeal to a wide demographic, so we can't be a niche restaurant. We have to draw the line between fads and trends, and McDonald's will not serve faddish foods. However, when you see a trend as big as coffee, you will see us getting in there." (Lloyd, 1999)6.0RecommendationsThe performance of the big fast-food restaurant chains have been an enormous success, though this is so, they must acknowledge that to retain a long-term relationship with consumers they must find new ways of keeping them (and their taste buds) interested.This can be achieved through acknowledging and recognizing any changes in consumer behaviour, and their needs, wants and motivations. Marketers can then develop product and marketing strategies to meet their changing needs. 7.0ConclusionAs illustrated in this report, we can see how industries – notably the fast food service industry...
