People are often fairly picky about what they eat – both at home and in restaurants. We can control what is in our own home meals, but it’s a different story when it comes to foods prepared in a restaurant. Many consumers express concerns about “pink slime” in beef products prepared at restaurants and fast food chains, giving all-natural food chains such as Chipotle an edge in the healthy eating market. Consumers want transparency and answers to the question “What in the world is in this food?”
So, what does that question mean for fast food restaurants and suppliers? For McDonald’s, this was an opportunity to provide consumers with a look into exactly what makes up a Chicken McNugget. In several videos, a supply-chain manager for McDonald’s in London, Ontario, gives a tour of the McNuggets production and shows just how the tasty little treats are made. The product is comprised of pulverized chicken breasts, water, modified corn starch, salt, seasoning, and natural rosemary extract – no “pink slime” to be found anywhere!
This begs the question for other restaurants – “What’s in YOUR food?”
Group Activities and Discussion Questions:
1. Discuss eating habits. Poll students: who has eaten fast food in the past two weeks? Eaten Chicken McNuggets?
2. Show the videos:
3. Review key aspects of developing a product positioning map, including determining the axis labels for positioning.
4. Divide students into teams. Use this information to develop a positioning map for McDonald’s. What are the axis labels? Why?
5. What products are competitors?
6. Have each team draw their map on the board.
7. Debrief exercise.
Source: Brandchannel.com, 2/6/14