The ready-2-eat fresh prepared food niche continues battling for customers. In 2012 we have seen Burger king trying to out position McDonalds for adult consumers with new French Frys. “Burger King Corp. (BKC) has created a whole new level of irresistibility with the launch of its new golden, crispy French fries! The new fries at BURGER KING® restaurants offer guests a high-quality, perfectly balanced flavor. A thicker cut of potato gives each bite more fluffy, potato taste on the inside and crispy, golden-brown deliciousness on the outside.” This “better for you” Fresh Fry is authentically good and focused on the adult market.
McDonald’s new health-focused national TV campaign for its Happy Meal kids’ meals roles out this week. “For the first time, 100 percent of our national marketing efforts to kids will include nutrition or active-lifestyle messages, a significant move in our ongoing commitment to children’s wellbeing,”stated Neil Golden, chief marketing officer for McDonald’s USA. In addition he added “We are proud of this new approach and believe it will help make nutrition fun for kids while helping families feel even better about the food choices they make when visiting McDonald’s.” Clearly a kid focus with a tie to mom messaging.
The grocerant niche is filled with better for you food for both young and old. Now is not the time for any food retailer to sit on the sideline. If success leaves clues garnering additional customers via re-positioning is one of them. Will Wendy’s continue to capitulate share of stomach to both McDonalds and Burger King? Will Taco Bell’s new taco shell be anything more than an LTO? Send me an Email at: email@example.com and let me know what you think. Will Burger King out draw McDonalds for new adult consumers?
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