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
Outside eyes can deliver top line sales
and bottom line profits. Invite Foodservice
Solutions® to complete a grocerant program assessment, brand, product placement
or positioning assistance. Since 1991 Foodservice Solutions® of Tacoma, WA has
been the global leader in the Grocerant niche visit Facebook.com/Steven
Johnson, Linkedin.com/in/grocerant or
twitter.com/grocerant
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