Industry leadership requires steadfast focus and continuous consumer monitoring. McDonald’s is a global leader in the restaurant industry in large part because they do not practice brand protectionism. Recently McDonald’s Corp. Chief Financial Officer said that balancing local relevant products with its core brands has proven a key benefit.
Chicken is the leading global retail protein. Leveraging “Chicken” provides “better for you” consumer perceptions for McDonald’s. While Bensen stated that McDonald’s five core brands are Big Mac, French Fries, Hamburger, Cheeseburger and Chicken McNuggets which account for more than 25% of total sales. Those core menu items will remain center in terms of promotion. It’s clear the global acceptance of chicken provides not only a halo of “better for you” McDonalds but a platform or continued LTO introductions and on-going brand relevance.
With the focus on the consumer and “consumer permission” McCafe’s hot and cold specialty drinks is another great example of leveraging universal beverage commonalities into consumer relevance around the globe. For more on McDonald’s success by abandoning brand protectionism here is a link to one of our previous blogs: http://grocerants.blogspot.com/2012/02/mcdonalds-abandoned-brand-protectionism.html
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