Remember when McDonald’s just sold burgers, and Tim Horton’s just sold coffee and donuts?
In his latest blog post, Angus Chak discusses the influence market research and society have on each other.
I would suggest that there is such a significant push and pull between the two, that they not only influence each other, but also themselves (so society influences market research influencing society who influences market research, still with me?).
Take the new explosion of fruit smoothies taking over Canadian fast-food outlets. According to a recent article in the Financial Post, these drinks are the fastest-growing menu item in the restaurant industry with over 72 million servings sold nationwide. Between the new market offerings from Tim Horton’s, McDonald’s, Starbucks and Burger King (soon!), and incumbents Jugo Juice and Orange Julius, it’s becoming unclear who is responsible for this trend. Is it because of the food outlets, who, like Starbucks, were driven by market research? Or is it because of consumers, who are driven by the plethora of new market offerings (and the marketing bonanza that follows)?
With the latest spike in smoothie purchases being made after Tim Horton’s and McDonald’s entered the scene, it is possible that consumers simply bought more smoothies because there were cheaper and more easily accessible. This is while Starbucks introduced their fruity beverages ‘following market research feedback showing increasing demand for “healthier food and beverage choices in its stores”’ (FP).
The overarching change in the fast-food industry – with outlets offering new, often healthier, products to chase the stigma related to fast food – is a major driver in the introduction of new beverages. McDonald’s is leading the charge, “reaching out to younger customers” by offering both coffee and smoothies and “converting millions” (The Record, Reuters). The question remains, though, who is converting whom?
Are you buying smoothies because more places are offering them? Or are more places offering them because we’re buying this type of product more?
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