McDonalds is the worlds largest fast food feeder by sales, is rated the worlds number six brand by Interbrand, it's the 26th largest advertiser in the country with an advertising budget of nearly $888 million for U.S media, and has 33,000 locations throughout 119 countries. So what's not to love? The golden arches are whats not to love. McDonalds brand perception isn't keeping up with their sales.
McDonalds internal tracking system finds that they are consistently ranking close to the bottom in quality perception when compared to rivals. In order for McDonalds to close the gap they realize what they need to do, give the audience what they want to see. A market research firm that specializes in fast food marketing released results that McDonalds ratings are weak in the areas of taste, quality, healthfulness, and friendliness. To try and help fix this problem McDonalds realizes that in their marketing campaign they need to begin addressing issues about their foods quality, sourcing and nutritional value, and sustainability practices including suppliers treatment of animals, service, and condition of the stores. With all that being said I guess we can start to prepare ourselves to stop seeing commercials about people having fun while eating McDonalds and begin to see the things that really matter to consumers.
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