Intense customer research continues
around McDonald’s. One thing that
continues to surface is the intense hidden consumer allegiance, reverence, and
personal bond with the McDonald’s brand and products. In addition consumers think convenience and
value are ‘better for you’ and both are consumer relevant drivers of success
according to Foodservice Solutions® Grocerant Guru™.
Without doubt Wall Street pundits
and many day-traders have been up-set with McDonald’s sales numbers, stock
performance, and growth. It seems that
they forget that McDonald’s has the highest average unit sales volume of any
international fast food restaurant chain.
They may have over looked the high end of the burger sector including
the ilk of Red Robin, Shake Shack, Habit Burger Grill, and 5 Guys where the
competitive forces are even greater.
Wall Street might not have noticed
that a Foodservice Solutions® study in 2014 found that McDonald’s was the
leading aspirational brand in the U.S.
Deborah Wahl, McDonald’s Chief Marketing Officer stated “McDonald’s is
in a unique position to bring a little more lovin’ to our customers”. McDonald’s gets it and should not be
discounted as a competitor by anyone.
One over looked fact is today
millions can’t afford to visit McDonald’s.
A 2014 U.S. Census Bureau’s study
found approximately 20 percent of children, or 16 million youths under the age
of 18, are on food stamps. That number had double since 2007. McDonald’s continues to be an aspirational brand
for many, and a great restaurant operation for many more.
Success does leave clues. One clue is a large company, with a strong
brand image, has a great future. Consumers value the ‘brand’ McDonald’s. Consumers repeatedly reveal an allegiance,
reverence, and personal bond with McDonald’s.
McDonald’s is not only aspirational it will continue to lead the
industry for years.
www.FoodserviceSolutions.us since 1991 is a global retail food consultancy based in Tacoma, WA has
been the global leader in the Grocerant Niche, Mix and Match Meal Component
Bundling Ideations. Follow us at: http://www.linkedin.com/in/grocerant, twitter.com/grocerant
or Facebook Steven Johnson Contact: Steve@FoodserviceSolutions.us
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