McDonald's and McCoffee must be managed separately, which is a mistake in marketing strategy.
It is reported that McDonald's will reform its dishes in order to meet the needs of consumers for health and personalization.
McDonald's sales have been declining, and in November, McDonald's announced the appointment of Steve Easterbrook, the company's senior executive vice president and chief brand officer, as its chief executive.
According to foreign media reports, McDonald's will improve the raw materials of food. For example, reduce preservatives or artificial additives and use hormone-free chicken or beef. Steve Easterbrook says consumers are more concerned about health than before, but for companies like McDonald's, which have more than 14000 stores, changes will be complicated.
McDonald's future strategy, one side believes that McDonald's should focus on hamburger business, while the other side believes that McDonald's food needs comprehensive innovation, such as the use of fresh and healthy ingredients, the introduction of personalized customized services.
It is reported that McDonald's may combine these two opinions to not only focus on and improve classic hamburgers, but also innovate dishes to meet the needs of consumers.
Author's point of view
The combination of McDonald's and McCoffee is a mistake in McDonald's marketing strategy. McDonald's is low-end and McCoffee is high-end. What is the combination of these two? And McDonald's name doesn't need to be advertised at all.
McDonald's top priority is to divide McCoffee and McDonald's, and then increase the publicity of barley coffee.
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