McDonald's spent $988 million on its advertising budget in 2013. McDonald's recent marketing focus has been on consumer groups, such as families and adults. Past strategies have focused on promoting specific menu groups, such as salads, chicken wraps or cheeseburgers.
McDonald's founding consumer group, the baby boomers, are a declining demographic as they are no longer teenagers capable of handling the high fatty menu. As food and health awareness expands, even millenials are making healthier choices. As a result, McDonald's has had to expand its menu to include healthier choices with items such as salads, carrot sticks and fruit smoothies.