Tag Archives: McDonald’s

by | Friday, February 21, 2014 · 3:50 am

What’s in McNuggets?

 

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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:
http://youtu.be/Ua5PaSqKD6k
http://youtu.be/k6L2m4apXfI
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

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by | Thursday, July 12, 2012 · 12:45 am

No translation required

 

As one of the top brands in the world, McDonald’s has long been part of the consumer experience, no matter what country we live in.

Placed at the sixth most valuable brand in the world by Interbrand’s 2011 Best Global Brands Report, the company was a brand valuation of approximately $35.6 Billion. With 33,000 restaurants and 1.7 million employees in 119 countries around the globe, the company’s reach is staggering. Yet despite all this diversity, the core of the brand and company remains the same no matter where it is located.

The global reach of McDonald’s is illustrated in this recent Canadian TV commercial, which answers the question, “What is the one brand that can make strangers friends?” No need to speak multiple languages to find a hamburger in far-off lands. Just say “McDonalds?” and find your way to the global restaurant.

Group Activities and Discussion Questions:

  1. Divide students into groups. Have students list the brand attributes for McDonald’s
  2. Show the video: http://youtu.be/eldOBuYBqp4
  3. Discuss how the video portrays McDonald’s around the world.
  4. Teams: Have students view the company’s Web site: www.mcdonalds.com
  5. What are the differences in the company in other countries?
  6. What are the similarities of the company, no matter the country of operation?
  7. What other products or companies have this type of brand involvement and recognition?
  8. How do companies achieve this level of recognition?

Source:  Brandchannel.com, 6/8/12

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by | Thursday, July 12, 2012 · 12:32 am

Sponsorships on the Rise

Quick – can you name the top U.S. companies that use sponsorship as a critical part of their marketing programs? If you chose soft drinks, beer, and automobiles you hit it out of the park. In 2011, PepsiCo has the largest sponsor in the U.S., spending an estimated $340 – $345 million on event sponsorships. Pepsi is flowed by Coca-Cola at $265 – $270 million, making the soft drink industry the largest user of sponsorships in marketing campaigns.

Not far behind is Anheuser-Busch in a mega deal as the official beer sponsor for the NFL, a deal costing an estimated $50 million per year for the next six years. AB’s current spending is estimated between $255 – $260 million.

According to IEG, a sponsorship research and consulting firm, the number of companies spending at least $15 million on sponsorships stands at a count of 86 firms, an increase from last year’s 77 firms. There were 44 companies that increased their sponsorship spending, and only seven companies that decreased spending.

With the Summer Olympics starting soon, look for large corporate sponsors to own the different venues. Among the official sponsors are Coca-Cola, McDonald’s, Panasonic, Proctor & Gamble, and more.

 

Group Activities and Discussion Questions:

  1. Discuss how sponsorships fit into the promotional mix.
  2. When are sponsorships effective, and not effective?
  3. Divide students into teams. Have them develop a list of the 10 top sponsorship companies.
  4. Have students come up with a list of the top events these companies might sponsor.
  5. Compare the student list with the article list. Discuss what makes sponsorship a good fit for these companies.
  6. In teams, have students choose a product that is not commonly thought of as an event sponsor (ex: toilet paper or baggies). Next, have students develop a sponsorship opportunity for this company.
  7. What is the target market for this product? Why does the event fit?

Source:  Ad Age Daily, 5/1/12

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