AdAge shows McDonald's is thriving in the recession not only because it owns the "value" space (and has done so for the last 6 years when it premiered the value menu), but also because it knows how to adapt what that means to different segments. "Value means something different to everyone. For a college student, it may be a sandwich for a buck, but for a working mother, it may be driving through for a breakfast latte that's a dollar cheaper than Starbucks."
"With no sign the economy will improve anytime soon, fast feeders are rolling out the value offerings thick and fast. But by relentlessly reminding consumers about its 6-year-old dollar menu, McDonald's has managed to own the space. Not only has the push translated into sales -- McDonald's reported stellar fourth-quarter and full-year sales last week, and emphasized that dollar-menu sales are hovering around 13% of sales -- but the fast feeder has also figured out how to translate its value message to more than one audience.
Still, while consumers may wind up ordering pricier sandwiches, the dollar menu gets them in the door. "Even my kids tell me if we need to save money, we need to eat at McDonald's," said Darren Tristano, exec VP at Technomic. "It's scary to hear them say that." But it's one effect of the fast feeder's massive ad buy, Mr. Tristano said. "They've been pushing it so hard that when you think McDonald's you think value."
Via: Advertising Age
Posts
No comments:
Post a Comment