McDonald’s business these last six months has been rather disappointing. It results from a combination of increased, more attractive competitors and a menu that is at odds with a growing segment of fast food consumers who want to eat fast and inexpensively, but somewhat nutritionally sensibly, as well.
To address this business problem AND opportunity, the chain is setting aside the next 18 months as a period not only to develop the normal lineup of new menu items but also to rebrand itself. McDonald’s knows it needs to be an appealing place to eat, not just a cheap one.
McDonald’s says their repositioning won’t necessarily involve the typical hallmarks of a rebrand, such as a new logo or total design overhaul, but will instead focus on reworking the basics: better value, service, marketing, and menu.
And of course, from our perspective here at SME Brand Leverage, they will need to pay close attention to the brand’s current emotional strengths, as well as making sure they fit against the altered consumer marketing environment they are facing.
The goal is to become a “more trusted and respected brand,” said Don Thompson, McDonald’s chief executive. The McDonald’s brand has taken some hits over the recent years:nutritional concerns, lack of blockbuster product launches, and employee issues, mainly concerning wage issues. Informally, it seems to have gone a little “stale,” and not the most attractive option for consumers when picking a fast food destination. According to Infegy, a company that analyzes social media, 38 percent of online conversations about McDonald’s over the past year have been negative.
To create a dining experience “customers will feel good about,” as Thompson puts it, may be a lengthy and somewhat challenging process, but if any brand can return itself to the top of the competitive heap, it’s the team from Oak Brook, Illinois (McD’s corporate headquarters).
Let’s see where they stand in January, 2016.