Jerry Chung's Blog

This new product from McDonald’s, is it good?  Tasty?  In the fastfood burger product life cycle, it is surely in its mature stage already.  But I think entering this stage is not easy as it will require much creativity to create the burger.  To put it in a few words, the new Buttermilk Biscuit burger is for breakfast only similar to the McGriddle.  As a new burger, much marketing will be also be required to make it successful.

Before the launch of the burger, McDonald’s already sent coupons to the homes around Vancouver.  Moreover, the burger was also for FREE on the first day!  wow such a great deal.  I think this marketing technique is fabulous and McDonald’s probably had estimations on future sales to break even the cost of the free promotion.  As a consumer, I would think to myself, I would wake up early in the morning just to purchase it and try it out.  Possibly I am innovator and would want to try it out first.  But probably McDonald’s wanted everyone to become an innovator to try out the burger.  On the long term basis, the people who prefers the burger would most likely return to purchase it again.

From consumer’s perspective, I would want my local fast food restaurants to have new products launching every so often or else I would easily get bored of the restaurant.  So I think the Buttermilk Biscuit also serves as a motivation for past customers to return to try out the new product.  And if they like it, they would become loyal customers or advocates for McDonald’s!

For those who have tried it out, what do you think of it?