Dear Ronald McDonald, I hope you are having a nice time at home and are being productive, now that you have so much time on your hands. I hear you drop by the Ronald McDonald Houses more often. I'm so sorry to hear they don't like you any more at Mc D's. Who would have ever thought, you of all people would be there new enemy. I guess that's being a little harsh, maybe not an enemy, just not the companies favorite person at the moment. Rumor has it, you are hurting their brand image because people associate you with unhealthy burgers and fries. Sorry buddy, better luck next time. Maybe you should consider becoming friends with Subway’s Jared and get him to help you lose some weight! Or even better, you should try eating the new items on McDonald’s menu!
As a strategic marketing decision, Mc Donald's has invested a lot of money to change their brand image. Not too long ago they used to have the same marketing strategy as their rival, Burger King. They have a competitive advantage over other fast food restaurants because they are the one of the first to transform their image target market.
Move over Ronald because according to a Bloomberg you are not the ideal bait for reeling in a sophisticate crowd. McDonald’s is shifting their focus from burgers to premium coffee and lattes. About two weeks ago after I visited the local McDonald's down the street, I could have sworn I thought I had walked into a Starbucks coffee shop. They have really upped their game. According to a New York-based restaurant consultant, the fast food restaurant is not giving up on kids and Ronald,
“they just changed their marketing mix. Their colorful play areas have been replaced with warm toned cushioned seating areas. With an effort to keep up with society’s needs and consumer demands, Mc D's wants to be considered as healthy, modern, and innovative fast food chain rather than a saturated fat factory. They introduced the McCafe premium roasted coffee and added several healthier items to their menu. As much as I am going to miss zipping down their slides with the food trays, they are innovative and are moving in the right direction."
As bad as I feel for Ronald McDonald, it is cool to see how each company is fighting to be on top of the food chain (haha...literally). Now who's to say which company is right or wrong for doing what they're doing? I guess when you think about it there are a few lessons you can take away from this fast food marketing mayhem.
- Having a unique marketing strategy is very important. To help you relate think of relationships and what you look for when you’re out seeking your soul mate. You want somebody that is different, unique, and has a lot to offer; not somebody who is like everybody else…how boring. Then at that point it doesn’t matter who you’re dating, if they’re all the same…why not just settle for the first one you come across. (Doesn’t sound like much fun now, does it?).
- Differentiate yourselves from your competitors. May the marketing mix be with you! You’re given these tools for a reason now use them. List out what your competitors are doing and what you are doing. If you are both doing the same thing, you may have a problem! It’s just like selling cars. If every single car company was selling the same exact car then nobody would bother searching around; once again they would settle for the nearest dealer and not have a preference as to what they purchase.
- Develop a unique selling proposition..it pays to be different! ( That is if you are doing it at the right time, place, for the right price, in a creative way!)
- In order to be successful, have a cohesive marketing plan. Make sure all of the strategies you are using are consistent and you are sending the same message the different channels you are using.
- Last but definitely not least-----------Mc Donald's vanilla ice cream and friends are a match made in heaven! (Well...they are!) Next time you’re their buy fries, dip then in a cone of vanilla ice cream and enjoy!
Until next time, TTFN, ta ta for now!
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