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McDonald’s is cashing on the idea of creating a brand-new yet surprising limited-edition black burger, or more precisely, a squid-ink flavor burger, in Japan.
In response to one of its prominent competitors- Burger King’s action of releasing the “Kuro” burger on early September, which features not only black buns but also black cheese and ketchup sauce made with bamboo charcoal . However, since this speciality is only offered at limited locations and time, this indicates McDonald’s experimental approach with this entertaining product can be interpreted as an ambitious strategy to snatch the attention Burger King has received from inventing the first squid-ink flavored black burger.

This will prove its irreplaceable and leading position the enterprise is at by generating its point of parities (PoPs) that will impress and generate positive results for the company. Fast-food chains is a competitive market with relatively elastic demands ; therefore the marketing strategy along with value proposition, which analyzes the target customers’ pain and gain and “what can the product do for them”, is crucial to the company’s future. As these companies encounter slow domestic sale growth, McDonald’s, along with its big rivals such as Wendy’s, Burger King, and KFC, all begin to seek the opportunities in the international business market. To accommodate to the local cultures, traditions, and even religions, these enterprises need to create diverse menu items to appeal to the local consumers’ appetite. McDonald’s “Ikasumi” burger provides gains for consumers by the additional satisfaction of curiosity, serving a product that goes beyond the public’s imagination with the product’s entertaining appearance.

With the added value to local Japanese customers, these burgers, bizarre in North Americans’ eyes, can benefit McDonald’s outstanding sales and growth.

Works Cited;

Cameron Koch ” Now McDonald’s has a black cheeseburger in Japan” September 26, 2014

http://www.techtimes.com/articles/16569/20140926/mcdonalds-in-japan-now-have-a-black-burger-of-their-own.htm