Author(s)

Mengfan Tang

Corresponding Author

Mengfan Tang

ABSTRACT

The chosen organization for this paper is McDonald’s. McDonald’s is one of the largest fast-food brands operating in the global market today. This review paper examined the most plausible reasons behind its strategy to serve vegetarian food to its customers. This research focused on evaluating existing researches. In this technique, the researcher reviewing the information through detailed interaction with existing research. These findings reveal three main reasons behind McDonald’s serving vegetarian food to the customers: the customers’ needs or eating habits, adaptation strategy followed by the company ever since its inception, and pressure from the social groups and institutions. Further, it is recommended that the company should now focus on introducing vegan food in the global market. This is primarily because many customers have turned towards the vegan diet because of its health benefits. Many customers who earlier preferred non-vegetarian food have also shifted to a vegan diet now. Thus, this target segment can prove to be very lucrative for the company.

KEYWORDS

Organizational Behavior, Decision Making, Marketing, Business, McDonald’s