McDonald's is always focused on the consumer. The global economy iscontinuing in a state of flux and the wholesale cost of beef and pork continue torise in price. McDonalds in an effort tomaintain price, value and service equilibrium will leverage chicken this summerto drive topline growth and bottom line profits.
Why is McDonalds on the right track? They understand that consumers perceive chicken to be “healthier”. Any product perceived as healthier is “betterfor you” creating a halo of good around the product and the company. The U.S. Department of Agriculture believesthat beef consumption my fall 2.2% while chicken consumption will rise 1.7% in2013. Here again McDonalds is ahead of the curve.
Currently McDonalds is utilizing a Limited Time Offer to showcase new SpicyChicken McBites. This new product is bold on price, and flavor. This is another product with distinctivedifferentiation clearly an entity with identity for multiple day parts.
Foodservice Solutions® 5 P’s of food marketing: Product, Packaging, Placement,Portability and Price were incorporated when this product was developed. Success leaves clues and following McDonaldsand the consumer is another clue.
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