Few things embody the American spirit like McDonald’s. The restaurant synonymous with the term “supersize” fits perfectly in a nation that keeps pushing boundaries. In fact, the chain has over 13,000 locations in The States and is present in most places in the country. The farthest you can be from a Mcdonald’s (aka the McFarthest Spot) is 120 miles.

Chances are, you have a memory involving the Golden Arches. There’s a high probability you’ve eaten at one recently; perhaps you’re even a frequent customer. As a global brand, they’ve put a lot of effort into their marketing. Every component of the customer experience is carefully crafted and relies on marketing and psychology to make you a repeat buyer.

When you choose to go to McDonald’s, you’re exposed to this experience. The whole strategy is right under your nose, but restaurants don’t want you to be able to identify their tactics. For the untrained eye, this is just part of a trip to McDonald’s. For people in-the-know, McDonald’s customer experience can be quite manipulative.

The Gold of the Arches

McDonald’s may really be bigger than Jesus. Globally, the Golden Arches were found to be more recognizable than the crucifix. This means the restaurant did something right. The arches were designed to be instantly recognizable. In its early days, McDonald’s needed to be identifiable by people driving on the road. Two big, golden arches did the job.

While McDonald’s is more than just a roadside pit stop now, you’re likely to associate the restaurant with its branding. We’ve all seen the arches while driving or posted on a sign for nearby restaurants. Your eyes see the logo, but your mind starts smelling fries, and now you’re tempted to make a stop.

The Power of the Colors

When it comes to branding, color plays a powerful role. It’s no surprise that McDonald’s colors are an intentional combination. Red is stimulating. It draws attention and can elevate the heart rate. Meanwhile, yellow is a color associated with happiness and the pleasantness of sunshine.

This may be a small component of the experience, but there are some valid criticisms of McDonald’s. If people enter the stores happy and hungry, they’re less likely to view their experience negatively. Coloring and branding are consumed before the food, and it may be the key to making a first impression.

Have It Their Way

It’s no secret that you can customize your order at McDonald’s (like most other restaurants), but that’s not always a good thing. McDonald’s wants fast food to be fast, so they limit your options in some regards. Think of combo meals and the dollar menu. These are subsections of the overall menu, and only a fraction of the items are visible behind the counter.

For some people, the paradox of choice makes placing an order harder and more time-consuming. This might fly at The Cheesecake Factory, but McDonald’s doesn’t want you to spend too long picking. If you’re tight on time, say a number and get a combo meal. If you’re pressed for money, your dollar menu options are limited but easy to order.

Cross-Sell & Upsell

There are a handful of terms associated with the McDonald’s customer experience. When people think of phrases like “would you like fries with that?” or “supersize it,” they’re being cross-sold and upsold. McDonald’s is always finding ways to make customers buy a little more so their overall profits are greater.

Cross-selling encourages customers to buy complementary items because they’d pair well with their existing order. We all know burgers go with fries, and you’re supposed to wash it down with a Coke. Upselling entices customers to buy more, like getting a supersized fries for a small uncharge. In the end, McDonald’s gets money and customers consume food they don’t want.

Start Customers Young

McDonald’s knows that there’s a strong chance a customer with a child isn’t going to buy just one meal. They also know children grow up and get bigger appetites. When they age out of Happy Meals, they’re likely to graduate to combo meals allowing them to eat more and spend more.

Sell A Products With Visuals

When you look at a McDonald’s menu, you might not see all of your options. Going into the app or browsing nutrition facts you’re likely to see some items and sizes you didn’t know existed. The company would rather use menu real estate to show some pictures and direct your attention to items they want you to order.

People are only going to read so much, but pictures tell a story quickly. Most people are visual learners, and images appeal to senses in ways words typically cannot. If McDonald’s wants you to get a Big Mac combo, it’s going to get a picture on the menu. Meanwhile, common items like a basic cheeseburger or a plain vanilla cone aren’t going to be displayed. You can order them, but McDonald’s would rather encourage you to spend more money on a Quarter Pounder or McFlurry.

Creating Their Own Holidays

Restaurants embrace holidays differently, but McDonald’s seems to focus on less common ones. Specifically, they’re noted for the Shamrock Shake for St. Patrick’s Day and advertising the Filet-O-Fish during Lent. Other restaurants observe these occasions, but the competition is light. So, McDonald’s stands out as an obvious choice for customers during these occasions.

If McDonald’s ever needs to generate artificial buzz, they’ll re-release a product like the McRib or work with a celebrity. This works to create publicity surrounding their menu, even if they don’t actually introduce anything new. It’s all about generating excitement, even if it’s just a regular day.

Eating Becomes a Game

Perhaps McDonald’s biggest event is their Monopoly game. The contest requires customers to purchase select items to collect pieces. If they’re lucky, they’ll get all the pieces of one color and earn a huge prize, but this will require multiple trips.

Very few people win a grand prize, and there’s some controversy surrounding the game. That doesn’t stop people from playing the lottery, and it won’t stop people from going to McDonald’s. Fortunately, customers are likely to win some smaller prizes like free food and drinks. This style of gameplay isn’t reserved for the Monopoly promotion, but that is likely the most recognizable one.

Get Deals For Being Loyal

McDonald’s isn’t known for being expensive, but it still costs money. If you’re looking to save, you should download the app. You’ll get a freebie just for signing up, then you’ll earn exclusive offers. Many restaurants have similar apps, so McDonald’s isn’t going to get left out of the fun.

Of course, this isn’t just going to benefit the customers. McDonald’s wants real estate on your phone screen and the ability to send you deals. These types of loyalty programs have proven to encourage customers to spend more. They also integrate well with mobile delivery apps like Uber Eats so customers can get McDonald’s without getting off the couch.

Spend Money, Don’t Think About It

When you go to McDonald’s, you’ll see some numbers on the menu like combo numbers and calorie count. You’re unlikely to see a dollar sign, and some menus forgo the prices altogether. The restaurant wants you to think about food rather than funds. By the time you actually see a price, your order is likely in the system. This is because people are less likely to spend when they see costs, even if they already know what they want.

There is an exception to this rule: the Dollar Menu. When you’re getting a deal, the restaurant wants you to know. You may also see dollars referenced when there’s a bargain promotion, such as two egg McMuffins for $3. Otherwise, price is secondary, and filling your bag is the top priority.

Remember, McDonald’s Is a Business

As a major business in the United States (and the world), it shouldn’t be surprising to see McDonald’s trying to increase their profits. While some practices might not be super admirable, they’re also not uncommon. All brands are trying to motivate their customers to spend more.

In some regards, McDonald’s is manipulative, but they’re also trendsetters in the fast-food industry. Everything they’re doing has been done by other companies or will be mimicked in future promotions. Savvy customers know what they’re getting into when they go into a McDonald’s, and that doesn’t mean they can’t benefit from the marketing practices.

Of course, the customers have all of the power. McDonald’s has tried many things in the past that have failed. The strategies they retain are the successful ones, and they’re only going to continue with practices that bring in the profits. When customers stop spending, stores try something different but serve the same food. If the food tastes good, people will keep coming back; the marketing just gets them to spend more.