However, there are some adjustments that are not suitable and meet the customer's need. In the U.S, McDonald's introduce the signature burger line which they hope that they can elevate their products as well as bring the new and better experience to the customer. The signature burger is made out of fresh beef patty. It can also be topped with "fancy" items such as guacamole, sweet bacon or Dijon mustard. Those sound very amazing, however, the fact is in the opposite. The transactions at restaurant open for at least 13 months have dropped 2.2% in domestic market.
There are many reasons that lead to the outcome, which McDonald's discontinues the signature burger line. First of all, customizing the burger would take more time for the kitchen which will lengthen the drive through time. Customers come to McDonald's because they want something quick and fast. Furthermore, McDonald's has been famous for being cheap. For instance, they usually have the bogo sandwich promotion. In contrast, the signature burgers are applied the "higher-priced, limited-time offers" to boost the sale and that did not go well. McDonald's tries to compete with other burger chain such as Five Guys or Shake Shacks. Unfortunately, McDonald's is not a winner in this competition.
by Thu Nguyen
Source: https://www.wsj.com/articles/mcdonalds-drops-signature-crafted-burgers-11555629655?mod=searchresults&page=1&pos=8
This project was bound to fail. Consumers have an expectation of cheap, fast, bad tasting food when they go to McDonalds. It doesn't normally enter the conversation unless you have a low income or on a road trip and need a quick bite to eat and a bathroom break. The company's image doesn't support this project, and so it was doomed to fail.
ReplyDeleteThis was a well written summary of an article that goes through a rebranding of a well known company. Since McDonald's is known for a certain thing, it was shown that this risk was not a risk that should've been taken due to the losses that incurred. In seeing this, other companies should take note and do much more research before betting on a change such as this one.
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