I find Jessica Lao’s post —  McDonald’s Customizable Burgers: Bad Idea pretty interested, and I totally agree with her idea that McDonald is making a bad decision to present the customizable burgers.

She talks about the value proposition of McDonald is that they can produce the fast foods that are cheap and tasty, and it is hard for people to accept that they’re bringing out healthy food. I think that’s totally correct. As we all know, once a brand’s images are formed in customers’ mind, it is really hard to replace it. So for McDonald, the cheap, tasty and fast foods’ image are deeply in customers’ mind, and it is almost impossible for they to reaccept it as a healthy customizable foods provider. Moreover, I think McDonald has successfully positioned itself as fast food provider, and people are considering it as the leader in its industry. So, there is no need to take the risk of positioning in a new area, especially, there is already number one company in this industry – Subway. In a word, without the customizable burgers, people who are looking for tasty fast foods would still come to McDonald, and people who like healthier food would still choose something else over McDonald’s burgers even if they bring out this kind of new burgers.