According to Zyman, the author of The End of Marketing, McDonald’s have got to give people a reason why they should visit it. Today it has become transactional. They have to go back where they were a few years ago, on an experience theme. McDonald’s is an experience that starts the moment one thinks about going to the moment one drives through or walk into the restaurant  — one interacts, eats the food and feel really good. It is actually a good experience. That is what McDoanld’s should be all about. Starbucks stands for the experience idea.