Ries and Trout believe it is impossible to reinvent a brand name. They claim “it is often easier and cheaper to introduce a new brand rather than change the positioning of an existing brand”[i]. But McDonald’s has managed to prove their “single-position strategy” incorrect.
McDonald’s was known worldwide for their mouth-watering fries and lip-smacking hamburgers (Figure 1). But in 2004 they were hit with a nuclear bomb: Super Size Me. McDonald’s took a heavy blow as costumers watched Morgan Spurlock devour three meals a day at their beloved restaurant. He quickly “gets addicted to Big Macs, becomes depressed and lethargic, suffers a loss of libido and incurs liver damage”[ii]. To counter Ries and Trout, McDonald’s initiated changes – introducing of salads (Figure 2), fruit and yogurt their menu, reducing salt content in their fries, and eliminating the supersize option[iii]. After seeing profits plummet due to the movie’s release, McDonald’s altered their junk food image and turned their reputation around. McDonald’s now serves 56 million customers daily[iv].
FIGURE 2: McDonald’s Advertisement. Denise Hilton Campbell’s blog. WordPress, 23 June 2011. Web. 21 Sept. 2012. <http://dhcampbell.wordpress.com/>.
FIGURE 1: McDonald’s Advertisement. Life of Lopsided 8. WordPress, 12 July 2009. Web. 21 Sept. 2012. <http://lol8.wordpress.com/2009/07/12/where-got-blow-your-mind-away-2/>.
[i] “Positioning as Popularized by Al Ries and Jack Trout.” Quick MBA. N.p., 2010. Web. 21 Sept. 2012. <http://www.quickmba.com/marketing/ries-trout/positioning/>.
[ii] “McDonalds Fights Back Against ‘Super Size Me’ .” Movies Online. New Zealand Herald, n.d. Web. 21 Sept. 2012. <http://www.moviesonline.ca/movienews_863.html>.
[iii] “McDonald’s phasing out Supersize fries, drinks .” NBC News. N.p., 3 Mar. 2004. Web. 21 Sept. 2012. <http://www.msnbc.msn.com/id/4433307/ns/business-us_business/t/mcdonalds-phasing-out-supersize-fries-drinks/#.UFvgb6DU6lI>.
[iv] Halprin, Robert. “McDonald’s Shareholders Are Lovin’ It: Nearly 5% Profit Increase.” The Inquisitr. N.p., 20 Apr. 2012. Web. 21 Sept. 2012. <http://www.inquisitr.com/222848/mcdonalds-shareholders-are-lovin-it-nearly-5-profit-increase/>.