A recent article by Reuters examined how the largest fast-food corporation in the world is making it loud and clear that they want to be healthier.
Although people seem to support these options, ironically they don’t seem to notice when they come from Mcdonald’s. At an investor conference at May 29 it was revealed that salads comprise only 2-3% of the restaurant’s sales.
Perhaps they aren’t taking large enough steps. That’s why Mcdonald’s aren’t stopping at just the salads. Marketing fresh fruits instead of french fries, and promoting only water, milk and juice as beverages in it’s happy meals shows how dedicated the company is in listening to the public.
“Kiwi on a stick” – an example of an alternative healthy product from Mcdonald’s Italy
Venturing out of it’s value proposition could potentially bring more harm to Mcdonald’s than good. Instead, the company should continue innovating inside the fast-food industry, perhaps a new burger. When you think about fast-food, healthy and natural are not words that typically come to your mind. You don’t hear your friends saying, “Hey, let’s go to Mcdonald’s and try that new kiwi stuck on a stick!”. And just maybe, it should stay that way.
Resource:
http://www.quickmba.com/marketing/ries-trout/positioning/
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