McDonald’s which creates and markets nearly one hundred new products annually, decided to introduce its new idea to the fast-food chain. Once was named “TasteCrafted”, the Build-Your-Ownburger Program changed name to “Chef Crafted”. “The original name ‘TasteCrafted’ did not resonate with consumers,” the company spokeswoman Lisa McComb said. “There was no emotion to it, no feelings like it came from a human,” said Joel Cohen, owner of Cohen Restaurant Marketing Group in Raleigh, North Carolina. It is obvious that how complicated when a company tried to advertise a new thing to the market. Although some criticizers still reserve a negative point of view about the “customization”, to a certain extent it is a notable attempt of McDonald’s Corp. on the way of upgrade.
For years, companies like KFC, Burger King and McDonald’s all have experienced the role transitions. McDonald’s used to be a fad when it was first opened on Wangfujing Street in Beijing 10 years ago. Everyone wants to try the “fast-food” which seems expensive at that time. After years people realized that fast-food is not a delicious enjoyment but a harmful fare. Bad reputations caused thousands of fast food restaurant like McDonald’s declined gradually. To rebuild its brand image, McDonald’s established high-end products like McCafe and creative products like Quarter Pounders made with more than a quarter pound of meat and Artisan Grilled Chicken sandwiches seasoned with garlic, lemon and parsley. However, things hardly work out in ways.
Voices pointed out that McDonald’s has already gotten away from what makes them famous initially. On the contrary, personally, it is never noxious to revolute and upgrade. At a rapidly-expanded time, businesses must find new ways everyday to adapt themselves to different customer sections. Conserve the traditional advantages and keep trying new methods is the way how a business survive. For instance, QQ, a once popular and original chat software invented by internet giant Tencent, is a throw-out in recent years. Tencent never stops inventing new sectors like online shopping website and other products but all of them are not as successful as QQ until WeChat showed up. Up to now, WeChat is one of the most popular applications in the world and strives to be everything at once: a platform for chatting, shopping, gaming, and even banking. Users can send a Lunar New Year’s “red envelopes” of digital cash, buy a soda from a vending machine, book a doctor appointment or hail a taxi.
McDonald’s Corp. is another epitome of Tencent. As long as it endeavors to innovate itself, McDonald’s will hit a way to further business.
Source:
http://www.bloomberg.com/news/articles/2015-09-29/mcdonald-s-revamps-build-your-own-burger-program-to-draw-diners
