McDonald’s Target Market   | Business Strategy Hub

Company: McDonald’s Corporation 
CEO: Chris Kempczinski
Year founded: 1940
Headquarter: Chicago, Illinois, USA
Number of Employees : 150,000
Type: Public
Ticker Symbol: MCD
Market Cap (Jul 2025): $210.38 Billion
Annual Revenue (2024): $25.92 Billion
Profit | Net Income (2024): $8.22 Billion

Products & Services: Burgers | Chicken & Fish | Fries | Desserts & Sweets | Sandwiches & Salads | Coffee | Soft Drinks | Dine-in & Drive-Thru | Loyalty Program & Gift Cards

Competitors: Burger King | KFC | Wendy’s | Chipotle | Pizza Hut | Taco Bell | Domino’s Pizza | Dunkin’ | Starbucks | Tim Hortons | Mixue Ice Cream & Tea

Fun Fact:

McDonald’s is the world’s largest toy distributor. It gives away around 1.5 billion toys yearly with Happy Meals.  

McDonald’s is a global fast-food chain founded by brothers Richard and Maurice McDonald. The company introduced its iconic Golden Arches logo in 1953. Its bestselling items include French fries, Big Mac hamburgers, cheeseburgers, chicken, fish, fruit, and salads. In 2024, McDonald’s generated $25.92 billion in annual revenue, with a net income of $8.22 billion. But who is McDonald’s target market? [1]

To understand McDonald’s customer base and secret to success for over 85 years, here is an in-depth analysis of its target market:

McDonald’s Target Market Overview

McDonald’s target consumers seek tasty food and drinks. The fast food chain serves burgers, chicken, French fries, non-alcoholic beverages, shakes, salads, desserts, hotcakes, coffee, and wraps. As of May 2025, McDonald’s was the world’s leading global fast-food retailer with over 43,000 locations. Independent local business owners operate around 95% of the company’s restaurants worldwide. [2]

McDonald’s has dominated the global fast-food sector since the 1960s. The quick-service restaurant (QSR) was acquired by businessman and franchise agent, Ray Kroc, in 1961. Kroc helped the brand expand globally. In 2024, McDonald’s franchised restaurants generated $15.72 billion in annual revenue. This business segment delivered over $5 billion more than the earnings from McDonald’s company-operated restaurants. [3]

McDonald’s segments its target market to address the unique needs and tastes of customers. Here is our analysis of McDonald’s demographic, psychographic, geographic, behavioral, and technographic segmentation: 

McDonald’s Target Market: Demographic Segmentation

McDonald’s serves consumers of all ages. Its demographic varies regionally. For example, the highest share of McDonald’s customers in Germany is between 20 and 29 years old. This group is followed by consumers aged 30 to 39. According to Statista, McDonald’s is Germany’s most visited fast-food restaurant. [4]

McDonald’s has die-hard fans in the US. The chain targets Americans who enjoy its signature burger and fries. According to Start.io, 53.2% of McDonald’s US customers are 18-24 years old. Its second-largest US demographic is the 25 to 34 age group with 27.8%, followed by the 35 to 44 age group at 9.3%. Consumers over 45 years account for 9.8% of McDonald’s US customer base. Its US target audience is 51.7% male and 48.3% female. US households earning less than $25,000 annually make up 35.1% of McDonald’s customer base, followed by the $40,000 to $59,999 wage group at 17.9%, $25,000 to $39,999 at 16.4%, $100,000 to $149,999 at 13.4%, $75,000 to $99,999 at 9.6%, and $60,000 to $74,999 at 7.6%. [5]

McDonald’s has more low- and middle-income diners compared to its competitors. Although the fast-food giant serves high-income consumers, this demographic can’t outperform the traffic from other income cohorts. In 2025, McDonald’s announced plans to lean into value meals and buzzy menu items like its snack wraps to attract more diners. This strategy paid off. For example, new McCrispy Chicken Strips became one of McDonald’s top-selling items before the chain advertised the menu. The company also plans to maintain its $5 meal deal in 2025 to retain low-income diners. [6]

McDonald’s leverages demographic segmentation by developing targeted menus, marketing campaigns, and pricing models to align with specific consumer segments. For example, the restaurant chain introduced value meals and kid-friendly options to attract families. The Happy Meal combines healthy food and toys to appeal to kids and parents concerned about nutrition. 1 out of 5 items sold by McDonald’s includes a Happy Meal with a toy. In Jul 2025, McDonald’s unveiled 21 new Happy Meal toys. “For years, the Golden Arches’ youngest fans have turned living rooms into drive-thrus and backyard playhouses into McDonald’s kitchens, serving smiles with a side of imagination,” said the company. [7]

McDonald’s targets both genders. The fast-food chain serves over 70 million people daily. According to stats, McDonald’s weekly customers are 53% male and 42% female. The company held 25.2% of the fast-food market share as of Q1 2024. Another component of McDonald’s demographic segmentation is income level. 39% of households earning $20,000 annually eat once weekly at the restaurant. [8]

McDonald’s Target Market: Psychographic Segmentation

McDonald’s targets budget-conscious consumers. This audience seeks to maximize value for the hard-earned money. The fast-food chain appeals to this consumer group by providing budget-friendly meal options, promotional deals, and combo offers. In Jan 2025, McDonald’s unveiled its new McValue menu featuring all-day savings at US restaurants nationwide.

Customers can use the McValue platform to mix and match with the Buy One, Add One for $1 option, and fuel for less with the $5 Meal Deal. McValue offers free medium fries with a $1 purchase every Friday and a free McCrispy chicken sandwich for new app users. The company allows local US franchisees to customize their McValue deals, including McGriddle and 20% off $10 or more. These offerings appeal to families and budget-conscious individuals seeking affordable meals. [9]

McDonald’s target consumers share several psychological attributes. They value convenience and accessibility. The fast-food chain fulfills this consumer demand by expanding its retail network, drive-thru services, and 24-hour operations. According to McDonald’s statistics, 26.90% of McDonald’s digital service users are 18-24 years old, 28.96% are 25-34, 17.41% are 35-44, and 13.01% are 45-54. The food ordering service caters to all age groups. However, the usage rate is lower among seniors. Stats indicate that 8.63% of McDonald’s ordering app users are Baby Boomers and only 5.10% are over 64 years old.

McDonald’s target consumers live hectic lifestyles. The chain appeals to families, students, and working professionals seeking quick service and tasty meals. In Mar 2025, McDonald’s announced plans to overhaul its 43,000 restaurants with an AI makeover. The restaurant aims to leverage AI to cut wait times and improve the ordering process and experience. These upgrades include internet-connected kitchen equipment, AI-enabled drive-thrus, and AI-powered tools for managers to enhance order accuracy. [10]

McDonald’s target audience includes health-conscious and eco-conscious consumers. The restaurant strives to deliver healthier meals to align with changing consumer preferences. It prioritizes sustainability and ethical sourcing to attract eco-conscious customers. In Feb 2024, McDonald’s achieved its goal of sourcing 100% cage-free eggs in the US by 2025, two years ahead of its timeline. The move helps protect the health and welfare of the animals in McDonald’s supply chain. “I am proud of what we achieved together and the positive impact we will continue to make on the path toward a more sustainable future,” said Bob Stewart, SVP, North America Chief Supply Chain Officer for McDonald’s. [11]

McDonald’s Target Market: Geographic Segmentation

McDonald’s targets a global audience. The chain operates in 119 countries via three business segments: International Developmental Licensed Markets and Corporate, McDonald’s US, and International Operated Markets. In 2024, McDonald’s generated $10.63 billion in the US. This figure represents 41.01% of the chain’s annual revenue. McDonald’s International Developmental Licensed Markets and Corporate generated $2.66 billion, representing 10.27% of earnings. The chain made $12.63 billion from the International Operated Markets segment. [12]

McDonald’s top target market is the US, with over 13,000 restaurants. The US is the chain’s top income generator. Its internationally operated Markets include Australia, France, Canada, and the UK. In 2024, McDonald’s had over 22,000 conventionally franchised restaurants and 43,477 establishments globally. The company earned most of its 2024 revenue from franchised locations, accounting for $15.72 billion. [13]

McDonald’s targets consumers in all 50 US states. California has the highest number of McDonald’s restaurants in the US with 1,219 locations, followed by Texas with 1,147 and Florida with 869 locations. The chain is a dominant player in the global fast-food sector. It operates around 1,600 restaurants in France and about 1,400 in the UK. In 2024, Japan was McDonald’s second-largest market with 2,975 locations, followed by China at 2,700. [14]

McDonald’s customizes its menu to fit the local consumer preferences and cultural influences in each country. For example, the company introduced the McAloo Tikki and Spicy Paneer Wrap in India and Malaysia. These vegetarian options and locally inspired items cater to the dietary preferences of consumers in Asian markets. McDonald’s classic Big Macs, fries, and McNuggets combo is popular in the US and Canada.

McDonald’s tailors its pricing to align with locals’ purchasing power. According to the Big Mac index, Switzerland has the world’s most expensive Big Mac at $8.07, followed by Uruguay at $7.07, Norway at $6.77, Argentina at $6.55, Euro area at $6.06, Britain at $5.90, Sri Lanka at $5.69, and the US at $5.69. Taiwan has the cheapest Big Mac at $2.28, followed by Indonesia, Egypt, India, South Africa, the Philippines, Malaysia, and Ukraine. [15]

McDonald’s targets urban and rural dwellers. However, the chain primarily focuses on urban areas with high population density. It has a strong market presence in cities with busy students, professionals, and families seeking comfort food and reliable home delivery services. The company invests in its retail network and digital platforms to expand its global reach. For example, the chain plans to increase its restaurants to 50,000 locations by 2027. Its 2024 target was 4% unit growth, or 500 new units in the US and International Operated Markets segment and over 1,600 in the International Developmental Licensed markets, including 1,000 in China. McDonald’s loyalty program has over 150 million active members from 50 countries. The company expects its tech investments to increase membership to 250 million by 2027. [16]

McDonald’s Target Market: Behavioral Segmentation

McDonald’s target consumers purchase food and drinks online and in-store. The company operates the McDelivery delivery service worldwide. McDelivery’s availability and usage varies regionally. According to a Statista survey, McDelivery was the second most popular food delivery platform in Brazil in Jun 2025, with 31%. It was outperformed by Ifood. 87% of the respondents have used Ifood to order food. [17]

McDonald’s has a loyal customer base. According to Statista, the company has 97% brand awareness in the US. 61% of US restaurant chain customers use McDonald’s and 56% like the fast food giant. Around 53% of US restaurant chain customers are likely to eat at McDonald’s again. As of Jun 2024, about 40% of US restaurant chain customers had noticed McDonald’s in the media, social media, or advert. Around 110 million US consumers have visited McDonald’s at least once and 8% of Americans eat at McDonald’s daily. [18]

McDonald’s target consumers seek specific benefits from the fast food chain. They visit the restaurant to dine and socialize. The company appeals to fun-loving and playful consumers by transforming its cafés into community spaces that promote joyfulness and nurture a sense of belonging. These principles align with McDonald’s mission and core values. “Our mission is to make delicious feel-good moments easy for everyone,” states McDonald’s. According to the chain’s website, McDonald’s five core values are service, inclusion, integrity, community, and family. These principles resonate with the company’s target audience. [19]

McDonald’s Target Market: Technographic Segmentation

McDonald’s target audience includes tech-savvy Gen Z and Millennials. These consumers are digitally mature. They leverage digital sales channels to improve their shopping and dining experiences. In 2022, the McDonald’s app was the world’s most downloaded food app. Over 127 million people downloaded the app in 2022 according the QSR Magazine. This figure includes more than 40 million US customers. UberEats was the second most downloaded app worldwide with 60 million downloads, followed by DoorDash at 42 million, Starbucks at 13.6 million, Domino’s at 10.6 million, and Taco Bell at 10.4 million.

McDonald’s app users have increased since its launch in 2015. Tech-savvy customers use the app to browse the chain’s menu, save and redeem coupons, customize orders, and reorder previous items. In 2021, McDonald’s launched its MyMcDonald’s Rewards loyalty program through the app. The application offers exclusive deals and promotions, such as the 2022 “Win Prizes at the Qatar World Cup.” [20]

McDonald’s is an innovative fast-food chain. The brand leverages technologies to improve the customer experience. In Mar 2025, McDonald’s upgraded its AI-based tech system to enhance its daily operations. The update includes a computer vision with cameras mounted inside each location, ensuring order accuracy. The new technology system can predict kitchen equipment malfunction. McDonald’s suppliers have already installed sensors on equipment to capitalize on this feature. Although AI-powered drive-thrus can reduce human interaction, they’ll help accelerate order delivery. [21]

 References & more information

1. Statista Research Department (2025, Jun 26). McDonald’s net income from 2005 to 2024. Statista
2. McDonald’s Corporation (2025, May 1). McDonald’s Reports First Quarter 2025 Results. PRNewswire
3. Statista Research Department (2025, Jun 26). Revenue of McDonald’s from 2005 to 2024 by mode of operation. Statista
4. Statista Research Department (2024, Oct 8). McDonald’s customers in Germany in 2021 by age. Statista
5. Start.io Statistics (2025, Jun 7). McDonald’s Customers in the United States: Overview. Start.io
6. Lucas, A. (2025, May 1). McDonald’s reports the largest US same-store sales decline since 2020. CNBC
7. Velasco, R. (2025, Jul 27). McDonald’s launches 21 new Happy Meal mini toys. Here’s what they look like. Providence Journal
8. Singer, M. (2024, May 22). McDonald’s Statistics 2024 By Demographic, Locations, Revenue, and Consumers. Enterprise App Today
9. McDonald’s Corporation (2025, Jan 7). McDonald’s New McValue Platform Is Finally Here. McDonalds.com
10. Steinberg, B. (2025, Mar 6). McDonald’s to employ AI at 43K locations to speed up service: “Technology solutions will alleviate the stress.” New York Post
11. McDonald’s (2024, Feb 6). McDonald’s Achieves Goal of Sourcing 100% Cage-Free Eggs in the US. McDonalds.com
12. Bull Fincher (2025, Jan 10). McDonald’s Corporation’s Revenue by Region. BullFincher.io
13. Statista Research Department (2025, Jun 26). McDonald’s revenue from 2005 to 2024. Statista
14. Pawar, P. (2025, Jan 30). McDonald’s Statistics: Revenue, Customer Demographics, and Facts. Coolest Gadgets
15. Pawar, P. (2024, Oct 30). McDonald’s Statistics By Revenue, Countries, And Products. Electro IQ
16. Kelso, A. (2024, Feb 5). McDonald’s CEO: “The battleground is with the low-income consumer.” Nation’s Restaurant News
17. Bashir, U. (2025, Jun 13). Online food delivery bookings by brand in Brazil in 2025. Statista
18. Bashir, U. (2024, Nov 19). McDonald’s brand profile in the US in 2024. Statista
19. McDonald’s. Who We Are: Our Mission and Values. McDonalds.com
20. McAuliffe, Z. (2023, Feb 1). McDonald’s Dominated Food Apps Last Year. CNET
21. Derwin, N. (2025, Mar 14). McDonald’s is making a Big Change to its Ordering System. Reader’s Digest

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