When thinking about rescission, one sees the society as
whole battling with economical down turns. It is the general perception that
rescission leaves its negative marks on all levels of society. Interestingly enough,
there are many businesses who flourish at rescission periods. The blog,
Renovating McDonald’s Brand Image, by Heena Ahuja briefly looks at one of these
businesses and explores their new plan to maximize the benefits of rescission. To
better understand McDonald’s new strategies we must better understand the
customers’ behaviour when it comes to their daily delights! To simplify this we
can look at McCafe’s biggest competitor, Starbucks. There are two reasons why
people spend so much money at Starbucks, they are either addicted to certain
quality that Starbucks provides or they are addicted to the trend of holding a Starbucks
cup. When rescission hits, both groups will need to make adjustments. The group
addicted to the trend will be the first looking for an alternative as trends
seem to lose their sparks in rescission periods. The group addicted to the quality
will fight longer, but eventually even they will find it hard to spend over $5
on a caffeinated beverage. McDonald with its McCafe line up is trying to be
that alternative. Without challenging any of its main competitors over quality,
it has directly focused on what matters the most to people these days, LOW
PRICES. The massage is loud and clear: buy your daily delight from us, the
quality might not be the best, but for the money you save it’s more than enough!