While McDonald’s has a successful marketing record for itself and its product lines, only some products succeed instantly. One of McDonald’s most successful products is the BigMac, introduced in 1967 and has been a success ever since. The BigMac was a success due to the flavor customers loved and the nationwide advertising campaign deployed by McDonald’s. A failed product was the McLobster; this was a ploy to target niche markets like the McRib. The failure was due to the challenge of marketing quality shellfish items at a low price and the allure of a consumer paying a premium for a luxury item from a fast-food chain. While there are rumors about its reappearance, it might be a tough market to break into now, especially with the rising cost of everything.
The target market is crucial for a successful product launch; I grew up in predominately Hispanic and African demographics. This time was when McDonald’s leaned heavily into the dollar menu. It was an instant success due to struggling low to middle-class families needing to feed their families on a budget. As for the revival of failed products, this is a tricky question because some products need to be suited for that market. The McLobster is a perfect example; it is tough to market. The idea of Lobster has been coined as a luxury item that is not easily affordable by all; for McDonald’s to market an affordable option will be difficult. The best approach would be to launch several smaller options, including small portions at a lower price, to get the customer’s confidence in affordable Lobster at a low cost. Some market research will show if the McLobster is ready to return as a full-time product.
Kory Fortin
Mar 4, 2024, 3:35 PM
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Dear Class,
I would say a product that McDonald’s is successful in is it’s Big Mac and still is for its reconcilable design beloved taste making it its number one ordered item as 2023 (Mcdmenu, 2023). It is the main burger for it’s name sake that people know is McDonald’s signature burger that is continuously brought up in conversations with Burger kings Whopper, Wendy’s baconaiter, etc. As a friend of mine says to me, why get a cheese burger when you can get a big mac. Back in 2022 the number one ordered item was their french fries (Lapelosova, 2022), as everyone knows the craze about the fries with their salty goodness that has its own ups and downs with salt content and more in regards to health of consumers, but as of right now has never been more successful. Besides the unique success of each item, there is overlap between the success due to their low prices marketing to people on budgets, on the go in a rush, and for families with children offering yummy food with toys and play time making it a fun occasion to get Mcdonald’s as that is something every parent dreads to hear their kid ask over and over haha at one point or another. McDonald”s also was famous for starting the lure of fast food speedy service with the quality and taste of the food being there still. Now looking at some failed products, McDonald’s has had some spectacular fails over the years much like any other business. One could look at the backlash over their salads as the calorie content, salt, fat, and etc. was through the roof defeating the whole purpose of having a salad or the failure of the Arch deluxe burger that failed due to bad marketing on their end which cost a whopping 200 million aimed at adults with tone deaf advertisements that failed to market to anyone (Phillips, 2023), as Mcdonald’s is geared towards children as a place where folks can take their kids for tasty food and fun time without breaking the bank. Therefore, targeting adults only failed to market towards their target audience specifically as it was just another type of burger and nothing that stands out on their menu. If they were to maybe make it a special type of meat or new bun, bigger size than other menu items, etc. and use that as the marketing angle instead of the adults only thing, then it would have maybe been more fruitful with people.
Sincerely,
Kory Fortin
Resources:
Lapelosova, K. (2022, December 9). McDonald’s report reveals the #1 most-ordered item in 2022-& it isn’t a Burger. Eat This Not That. https://www.eatthis.com/mcdonalds-fanual-report-most-ordered-item/
Mcdmenu. (2023, November 9). What are the most popular items on the McDonald’s menu? Medium. https://medium.com/@mcdmenu45/what-are-the-most-popular-items-on-the-mcdonalds-menu-e46e60e59d10
Phillips, H. (2023, January 11). 20 biggest McDonald’s menu fails of all time. Eat This Not That. https://www.eatthis.com/failed-mcdonalds-menu-items/