Chicken is the most popular meat in North America
second most popular selling meat in the world.
In the United States McDonalds has very successfully sold Chicken
McNuggets since 1983 and is currenlty testing bone-in chicken wings. KFC evolved from Kentucky Fried Chicken into
a global power house yet is capitulating North American market share currently
too Popeye’s Chicken. McDonalds may try
and garner share from both KFC and Popeye’s leveraging grocerant niche success
clues. Thus creating Chicken Wars not only
in North America but around the globe.
Understanding
the success of the rapidly expanding grocerant niche McDonalds has been testing
mix and match meal bundling of chicken in France, Germany, and Luxembourg via
the Chicken Box. In France the Chicken
Box contains six McNuggets , three chicken
wings and three chicken strips.
In Germany and Luxembourg it is
more consumer interactive and participatory and I quote: “The “Chicken 3er Box” is three portions and
three dipping sauces. The “Chicken 5er
Box” packs five portions of chicken and five sauces. You pick the
chicken you want from among Chicken McNuggets (six pieces in a portion),
Chicken Sticks (three in a portion) or Chicken McBites (portions are by weight
not number). Mix and match as you wish. Want five portions of McNuggets? Fine.”
Chicken is versatile,
convenient, made to order, encapsulate fresh, personalization, and
portability. That by the way just
happens to be the heart and soul of the grocerant niche; personalization,
portability and portion size. At
the intersection of contemporary consumer meal consumption trends and the
confluence of the time starved consumer is the grocerant niche filled with
fresh ready-2-eat and heat-N-eat prepared food.
McDonalds plans to leverage the fact that chicken is the second most
popular meat in the world to expand its menu opportunities while leveraging the
success tactic’s found within the grocerant niche.
Don’t discount McDonalds, the can
rapidly become a huge player in the chicken sector. Fun Fact: The most popular
meat consumed in the world is goat.
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.
Goat??
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From a marketing perspective I have the greatest respect for McD. They have the power to innovate and test all kinds of interesting food concepts. I wish they would try a few more options that are less processed and a bit healthier.
ReplyDeleteThe happy meal was an enormous success right from its introduction within the us in 1978.
ReplyDeleteIn 1980, McDonald's 6000th restaurant was opened with a location in Munich Germany.
The first Ronald McDonald House outside the us was opened a year later in Toronto Canada.
what time does mcdonalds serve lunch
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