In the mid-1990s, McDonald's opened a new chain of restaurants called Hearth Express. Hearth Express was targeted at McDonald's current customers who wanted a more leisurely home-style meal. The Hearth Express menu included rotisserie chicken, twice-baked squash, baked beans, and fresh baked bread. Identify the strategy used by McDonald's in introducing Hearth Express.
A) Market development
B) Product differentiation
C) Market penetration
D) Product development

Question

Quizplus · Accepted Answer

McDonald's wanted to appeal to current customers who wanted a change from McDonald's fast-food menu. In product development strategy the new products developed would be directed primarily to present customers.

In the Mid-1990s, McDonald's Opened a New Chain of Restaurants