When McDonald opened in 1955, they served only two meals; lunch & dinner. Since then, people have gotten busier and longer which are more night shift, dual earners and dispersed family. As demographics and eating habits changed, McDonald tries to understand and identify groups of buyers who differ in needs and wants. They also see at the opportunity and has had reinvent itself to keep growing. In order to develop a marketing strategy, McDonald understands of the target customer. McDonald needs to identify which market segments it can serve effectively. This decision requires a keen understanding of consumer behavior and careful strategic thinking. They really understand to develop the best marketing plans which is manager understand what makes each segment unique and different. McDonald successfully identifies and profile distinct groups of buyers who differ in their needs & preferences. Better they know, easily they can communicate and market to customer. Nowadays, McDonald has variety of meal; breakfast, lunch & dinner. Segment marketing means a market segment consists of a group of a customer who share a similar set of needs and wants. The marketer does not create the segments, but try to identify the segments and decide which one to target. Our group has identified some bases which is McDonald try to form segments by looking at descriptive characteristic. There are demographic, psychographic and behavioral. 1. DEMOGRAPHIC SEGMENTATION. In demographic segmentation, the market is divided into groups on basis of variables such as age, family size, family life cycle, gender, income, occupation, education, religion, race, generation, nationality and social class. There are two reasons for the popularity of demographic variables to distinguish customer groups. First, consumer needs wants and usage rates and products and brands preferences.