By now you’ve likely heard about – or maybe even tasted – the latest breakfast fast food star: the WAFFLE TACO from TACO BELL.
Why would Taco Bell try to get into the breakfast market?
Because when it comes to fast food, there is still tremendous growth opportunity there. McDonald’s is the fast-food breakfast leader by a landslide. In 2013, McDonald’s brought in $10 billion in breakfast alone.
That’s a lot of Egg McMuffins. No wonder McDonald’s can afford to give our free coffee as a breakfast promotion – they can certainly afford to do it.
Building a global brand is the ultimate goal of any major business.
It’s one thing to be successful on a local or hyperlocal level. It’s quite another feat to take that same local presence and expand that to a larger stage. Many have succeeded, but even more have failed at doing so.
A good bowl of cereal and Saturday morning cartoons were a rite of passage for many growing up in the 70’s and 80’s. Today’s kids don’t know what quality kids-oriented TV programming was, since everything now has to be sanitized to ensure that nothing is directly marketed towards kids.
Remember McDonaldland and all the fun characters that Ronald McDonald used to hang out with? Don’t see them much on TV anymore, do you? It’s a surprise that they still show up at the Macy’s Thanksgiving Day parade, considering the promotional aspect of having a clown as your spokesman.
The more things change, the more things stay the same.
That’s the case with the annual McDONALD’S MONOPOLY GAME, where hungry people all over attempt to collect a set of deed cards to fill out their Monopoly game board in an attempt to win thousands of dollars worth of prizes.
There are lots of economic indicators you can use to determine if the local neighborhood pricing is more or less expensive than someplace down the road.
One common thing to compare is the BIG MAC INDEX, as the McDonald’s Big Mac is a fairly standard product that is sold around the world. A Big Mac in Norway is going to be more expensive than a Big Mac in India. Then again, the Big Mac in India is made from chicken instead of beef.. which may be part of the cost savings there.
It’s a tired comedian point of view: nobody can ever understand the fast-food worker at the other end of the drive thru order speaker.
The order comes back mumbled, they never get anything right when you order at the drive thru. You’re always stuck behind the mom with the 14 different orders for each member of the baseball team in her minivan (along with 14 different payments for each one).
First, it’s fast. Convenience plays a big part of the equation here. Have you ever noticed that you can get a burger in a few seconds at your local fast food burger joint, but asking them for a salad kinda throws the staff for a loop?
“wha? salad? uh, where do we have the salad fridge? Where’s the list of dressings? Sorry – we ran out of the one salad we had prepared, would you mind waiting 20 minutes while we defrost one from the freezer for you? You want fries while you wait? We got those right here for ya…”
If you’re a brand manager, one goal of your job is to ensure that you have an active Social Media presence.
Some companies do it well. Some companies do it poorly. Some companies are non-existent in the social space. Those that do it well don’t necessarily need any more advice other than to keep doing what’s working. Those that do it poorly need all the help that they can get. And those that aren’t participating at all – well, maybe that’s okay for them. It depends on the industry and their products, we suppose. Continue reading TOP 9 BRANDS WITH THE LARGEST SOCIAL MEDIA MARKET SHARE→
When done right, it’s phenomenal. When done poorly, it’s still pretty good. Of course, we make our own decision as to where we’re going to get that burger, and go into the establishment generally knowing what we’re going to get.
There’s a difference between a McDonald’s Dollar Menu double-cheeseburger and a burger from the Burger Gourmet Bar sit-down restaurant with the $21 Kobe beef slider down the street. You get what you pay for, and as long as you’re okay with that, then the following won’t surprise you.
Even if you’re one of those Occupy Wall Streeters, complaining about everything that Big Business is doing to Keep You Down, chances are you’re also a little bit brand conscious.
Aside from the fact that the OWS movement went to all the trouble of ensuring that they have a trademark on “OCCUPY WALL STREET”, those 99% really aren’t any different from the rest of us.
They’re wearing name-brand clothing, purchased at a name-brand retailer.
They’re marketing their protest with Apple and Google phones, using Facebook and Twitter over cellular networks or purloined free WiFi connections that are setup/maintained/paid for by other corporations.
A protest is fine, and bringing attention to companies’ misdeeds is powerful — but don’t complain about how all businesses are bad if you have to rely on them in order to handle your protest in the first place.
See, it really IS all about branding and marketing, isn’t it?