Success does leave
clues and McDonald’s tradition of extending its brand beyond the four walls has
left clues; everything from posting delivery
sales in excess of $1 Billion last year around the world to selling
out of bottles of ‘Big Mac’ sauce within minutes when they were offered this
year in Australia.
McDonald’s
understands that to drive top line sales and bottom line profits around the
world companies need to adapt, McDonald’s does it with a process Foodservice
Solutions® Grocerant Guru® calls build, measure, learn, and repeat. They do that while continually expanding the
brand with relevance for consumers. That means at abandoning
brand protectionism.
The Chicago Tribune reported that
McDonald's applied for “a trademark
for "Mac Sauce" in the United States late last month,
which could open the door for it to sell bottles of the spread that tops its
Big Macs in grocery stores and other food retailers.”
In a statement to the Chicago Tribune,
McDonald's said “it files trademark applications "as part of our regular
course of business" and "can't share details at this time as to how
this trademark may or may not be used."
This is not a first for McDonald's as
they sell McCafe coffee in stores through a deal with Kraft. Kraft Heinz had no
comment for the Tribune story. What we know here at Foodservice Solutions® is
that McDonald’s is skilled at expanding the brand. The only way to grow today
is to abandon brand protectionism and that is something that McDonald’s excels
at by utilizing build, measure, learn, and repeat. McDonald’s had
great success with the Big Mac sauce they will repeat.
Foodservice Solutions® specializes in
outsourced business development. We can help you identify, quantify and qualify
additional food retail segment opportunities or a new menu product segment and
brand and menu integration strategy. Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche
visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant
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