|Client/Brand: |McDonald’s Australia |Date: |September 2, 2011 |
1. The Company
McDonald’s Australia is a 3.2 b dollar business. It is not only known to people for its iconic golden arch, mouth-watering burgers, fries and nuggets, but also for its community service, strong partnership with local growers and suppliers and an array of corporate social activities.
2. Brand Issues
McDonald’s is a recognized representation of fast food and often not deemed as a ‘healthy’ food option. Therefore, McDonald’s goal to stretch its product range to fresh fruit smoothie is a challenge. Further in Australia, there are established players, specifically targeting smoothies and fruit drink segment. Customers therefore, have a wider available choice already. When the scenario is like this, reasons why people would still buy McDonald’s smoothies are:
• No competitor can provide mix benefits of a great range of meal options and cheerful in-store ambience along with smoothies that McDonald’s can.
• With 808 restaurants in Australia, out of which roughly 30% operates 24/7, McDonald’s offers widest availability and greatest convenience than any of its competitors.
• In 2009, McDonald’s introduced McCafe that offers finely brewed made to order coffee drinks that has been a great success. It means if smoothies can be properly positioned keeping consistency with brand’s core values, people would also love it.
• In Australia, McDonald’s good relationships with trusted growers and suppliers are drawing customers’ positive perception. Recently it has attained ‘heart foundation tick’ for its number of foods in Australia that ascertains its healthiness and high quality.
