Regular readers of this blog ask have asked
What is McCafé? When Steven Johnson, our Tacoma, WA
based Grocerant Guru®
probes those asking the questions, there is one underling question that all
that asked have in common that is: Why do they limit what McCafé an
idea, a tagline, or a move to grocerant positioning?
So, when we heard McCafé U.S.
is refreshing its brand look and feel to celebrate 10 years. The new brand
identity includes an updated logo, new golden cups that matches its gold
standard for quality coffee and a new brand tagline: “Good is Brewing.” I guess
the answer is COFFEE. In 2019 Johnson ask is that enough to drive incremental
sales, reduce labor cost, and extend the McDonald’s brand reach?
Yes, Packaging helps but will the new
look on McCafé cups, pastry bags and additional packaging at McDonald’s restaurants
around the country drive sales? While
the ‘halo’ of better-for-you drives millennials to buy more will chain’s newly
designed McCafé hot beverage cups will continue to be Forest Stewardship
Council-Certified make a difference? Did
you know that the cups were ‘Forest Stewardship Council-Certified’?
If reducing labor cost is at all top of
mind at McDonald’s, then Vice President of Menu Innovation, Linda VanGosen might
want to consider how to leverage McCafe’ to garner new incremental customers
with new grocerant niche meal, menu, and magic according to Johnson.
VanGosen sated “Over the years, we’ve
been focused on elevating the McCafé experience—from adding more choices,
evolving the in-restaurant experience and broadening accessibility to this
important brand,” .. “This latest update is a natural evolution of the steps
we’ve taken to modernize the brand experience and deliver growth. We remain
excited about coffee, and will continue to prioritize making McCafé a go-to
coffee destination for customers.” Seems
to the staff at Foodservice Solutions® once again
that the status quo is a step back. Consumers
are dynamic not static and McDonald’s should not rest on the past but move
forward with consumers.
McDonald’s, McCafé is a platform that
could be used to drive top line sales, bottom-line profits all while reducing
unit labor cost. If success leaves clues
and it does McDonald’s will evolve this platform.
Are you ready for
some fresh ideations? Do your food marketing tactics look more like yesterday
that tomorrow? Visit www.FoodserviceSolutions.us for more information
or contact: Steve@FoodserviceSolutions.us Remember success
does leave clues and we just may have the clue you need to propel your
continued success.
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