Friday, 19 March 2010

Repositioning the Brand

  • A few years ago all sorts of threats faced McDonalds. These included :
  1. Publicity surrounding the McLibel 2
  • Accusations by author Eric Schlosser in Fast Food Nation

Morgan Spurlock's film "Supersize Me"

and the insulting phrase " McJob" defined as unstimulating low paid work with few prospects.

To some extent the brand has repositioned itself in the recent past :

Introducing a staff website, with online training for it's 67,000 Brititish employees

A new BTEC qualifation in "work skills" for employees

Reducing fat content in fries, and converting chip fat to biofuel

Phasing out the bright livery in favour of more muted chocolate and green colours

Providing wi-fi access

Killer Facts

A record growth in sales in 2009 was announced in January ( 11% growth over 2008 )

More coffee sold ( in Britain ) than Starbucks and Costa put together

Edge, S ( 2010) Welcome to McWorld, Daily Express, Saturday 13th March p.36-37


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