This is a response to Heena Ahuja’s Blog Entry:“Renovating McDonalds’ Brand Image”
In Heena’s post, she discussed how McCafe, McDonald’s subsidiary, contributes to McDonald’s brand image through diversifying McDonald’s service and offerings.
In this post, I wish the dissect why this approach for McCafe is successful with regards to my personal experiences with the brand as a consumer not only in Canada, but also on an international level.
As clearly demonstrated by the video below, McCafe’s value proposition is personalization that focuses on delightful personal treats. This is a disctint departure from McDonald’s main line of fast-served burgers and fries, or as Heena described, a shift from “[McDonald’s] brand image in order to better adapt to its customers changing needs.”
It is evident that McCafe aims to establish itself as a brand that is personal, pleasurable, and casual – a direct opposition to the often stress-filled 21st century working life-style. This especially resonated with John Betts, McDonald’s Canada CEO, who believes “people tend to linger a little bit more in restaurants today…[and] take a break from the busy lifestyle.”
As a consumer, I can particularly relate to this very tendency Betts refers to. In fact, I believe this is the exact reason why I was drawn to McCafe. Last summer, while travelling in Guangzhou, China, I decided to treat myself and visited McCafe for the first time after a long day of trekking outdoors under the unbearably scorching sun. For a cup of ice-coffee and 3 lamingtons, I was willing to spent a total of $30 RMB, which is equivalent of spending $30 Canadian dollars in Canada in buyer power terms.
As a usually frugal consumer, it was surprising to me how I was so willing to spent so much money for so little physical food. To put more precisely, I was surprised by how much I was willing to pay for an experience. I have to admit, the experience of sitting on McCafe’s leather furniture, enjoying the airconditioned and modernly decorated interior, and listening to smooth jazz was more memorable than the actual taste of the lamingtons. I felt relaxed and truely had “My Me Time,” as described by the promotional video, under the comfortable and warm setting.
This anectode precisely shows how successfully McCafe can deliver its value proposition. I am certain that I was not the only consumer who was able to experience McCafe in the way it portrays itself to be as McDonald’s July Same-Store Sales Rise 5.1% on Gains in China. Globally, McCafe’s brand establishment is so consistent in that the next time I visit a McCafe, regardless in Vancouver or in Guangzhou, I shall expect the same experience.
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