Industry leadership requires steadfast focus and continuousconsumer monitoring. McDonald’s is a global leader in the restaurant industryin large part because they do not practice brand protectionism. RecentlyMcDonald’s Corp. Chief Financial Officer said that balancing local relevantproducts with its core brands has proven a key benefit.
Chicken is the leading global retail protein. Leveraging “Chicken”provides “better for you” consumer perceptions for McDonald’s. While Bensen stated that McDonald’s five corebrands are Big Mac, French Fries, Hamburger, Cheeseburger and Chicken McNuggetswhich account for more than 25% of total sales. Those core menu items will remaincenter in terms of promotion. It’s clearthe global acceptance of chicken provides not only a halo of “better for you”McDonalds but a platform or continued LTO introductions and on-going brandrelevance.
With the focus on the consumer and “consumer permission” McCafe’shot and cold specialty drinks is another great example of leveraging universalbeverage commonalities into consumer relevance around the globe. For more on McDonald’s success by abandoningbrand protectionism here is a link to one of our previous blogs: http://grocerants.blogspot.com/2012/02/mcdonalds-abandoned-brand-protectionism.html
Outside eyes can deliver top line salesand bottom line profits. Invite FoodserviceSolutions® to complete a grocerant program assessment, brand, product placementor positioning assistance. Since 1991 Foodservice Solutions® of Tacoma, WA hasbeen the global leader in the Grocerant niche visit Facebook.com/StevenJohnson, Linkedin.com/in/grocerant ortwitter.com/grocerant
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