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A new marketing strategy: From fast food to organic food !

18 Dec

Nowadays, advertisement is everywhere and has a really strong influence on consumer’s choice. Organic food is become trendy and a lot of brands try to use it to attract consumers and modify their brand image.

Mac Donald’s for example, which has suffered from criticism about the ingredients not healthy used in its food, has decided to adopt a new strategy : logo change (more details in the post regarding the logo’s evolution) and new advertisement more focused on health and sustainable development.

For example, in 2010, Mc Donald created a new ad to promote its new organic packaging and products come from organic farming.

 

Quick has also used this marketing strategy to give a better brand image to its consumers (damaged by the debate regarding the quality of its ingredients and the death of a person after eating in a Quick restaurant). Consequently, Quick has developed organic hamburgers and promote it through a lot of new advertisement.

New examples of doing Fast Food in a French way

15 Dec

After Mc Donald, Quick is also launching a new hamburger which is being made in the French way.

France is becoming a real trend for the fast food industry, it might certainly been made in order to increase the image of the fastfood in French people minds.

With famous French spokes model, the basket ball player Tony Parker, Quick is launching the French Burger.

3 recipes are available; the sauces are changing (moutarde à l’ancienne, Roquefort or piment d’espelette) as well as the origin of the meat (100% French).

Quick is also launching for the Christmas Holiday a reedition of its famous burger with Foie Gras.

In the same times and especially for Christmas holidays, Mc Donald is launching in all its Mc Café the Galette des Rois. Always at the research of novelties Mc Donald continues it development toward an always more French Mc Donald.

Mc Donald or the way of doing a French fast-food

29 Nov

In September 2011, Mc Donald made a small revolution in their Breakfast menu; indeed they introduce the typical French baguette in order to attract new customers. This offer is available in the 130 Mc Café of the brand. The bread will be furnished by the group Holder ( which is the owner of the Ladurée and Paul bakeries) and its prepared on the morning as in bakeries.

This initiative comes from the willing of the group to adapt itself to the French market. Indeed according to the office Gira Conseil “French people are consuming 9 times more sandwiches than hamburgers, and more than 60% of the classic sandwiches sold in France are made with baguette”

This arrival is really symbolic and represents a step forward in the strategy of the group of answering to the specific French food habits. Effectively, in 2009 Mc Donald already innovated with the Big Mac and its complete bread, in January 2011 they launch the Mc Cantal and in February the Charolais with a French origin steack. In order to continue into this direction, in 2012 Mc Donald will offer a new sandwich made with the traditional baguette.

Fast food: a new healthy way of eating?

21 Nov

Hey FF followers,
After talking about the common and key facts about fastfood, let’s take a look to a new trend of this market: the healthy way of eating fast food and the actions of main actors in order to become “green”.
For several years the importance of having healthy food is becoming a big concern in our country, indeed in 2009, 33% of the French population was over-weight. In order to fight against this phenomenon, the French State decided to take some measures to prevent it.
– The suppression of advertising for certain type of aliment
– Several mentions to incite people to eat well with the program “manger, bouger”
– Taxation of sugar products such as Sodas
As fast foods are seen as main actors in this problem, how did they react to that?

KFC Case:

At KFC healthy measures are described on the website:
– The chicken can now be cooked in oven in order to be healthier.
– They insist on the diversification as on the side dish level as on beverage level
Moreover, there is a description of the calories on several menus (chosen by the company):

If KFC uses its website as a way to broadcast their healthy campaign there is nothing else that is done on other levels such as merchandising, in practice the bucket of fried chicken still remain the king.

Quick case:
In the case of Quick, the willing to prove that healthy food can be providing by them is not that present.
Effectively there is no option on the website where we can calculate the calories of the menus or that provides advices to eat properly.
However, there are also healthy offers:
– First, Quick is the only fast food which proposes organic menu, with a sandwich, beverage and dessert.

– Secondly, they also suggest a large range of salad that they change depends on the season.

In term of packaging, Quick insists on the fact that they are recyclables, they change them in September 2011 (first time since 2006).

Mc Donald Case:
In term of giving a positive image of the fast food, Mc Donald is the pioneer and the actor with the more numerous incentives.
First they change in term of general merchandising, for 2005 Mc Donald change their main logo, to red and yellow they go with green and yellow to demonstrate their commitment into the sustainable development. Indeed with the renovation of their restaurants, they are using low consumption bulbs, recyclable packs and they manage to have wall of carrots and images of salad as decoration. If this step, make the restaurants more comfortable and nice, it also made the consumer guilty of having a regular Mc Donald menu.
In term of menu, Mc Donald is playing the card of the diversification, especially with the opening of Mc Café corners and more recently with salad bars.

These salad bars should be opened in the more crowed space, in space of 100m2 which will separate from the regular Mc Donald corners. The price of this new service should be around 7€ for a regular salad.
Moreover, in order to explain to people what they are eating, Mc Donald is writing on every pack the calories of each hamburger, frites… In addition of that Mc Donald is proposing an additional recipe for their famous burger the bic mac. Indeed, they are proposing a recipe with some complete bread.


On the website, the nutrition dimension is also very important, there is a tab about it on the website giving advice in order to eat well.

They also insist on the children menu, they add the possibility to have yogurts, fruits, vegetables instead of the regular coke and French fries, it was the first menu they modify in order to meet the expectations of the program manger, bouger.

As a conclusion, the three main actors are surfing on the trend of the health and are trying to pay more attention on the health of their consumers.
However, when Mc Donald is relatively rethinks its strategy around this concept, Quick and KFC are just making some efforts in order to propose various types of plates and please the larger target.