McDonald’s Corporation is probably the most powerful fast food chain in the world, so obviously they’re doing something right. Let’s dissect this giant’s current moves.
For those who have been exposed to McDonald’s recent commercials, they’re pushing for Mini Meals, which are essentially Happy Meals in disguise (minus the toy). The first question is why. The second question is how they are fending off competitors.
Mini Meals And Why
Fast food chains always boast about more food for less money (speed is granted). Selling less food for equal money sounds like shooting oneself on the foot. Actually, they’re rebranding without really making forceful attempts at proving that point.
With overwhelming obesity problems (even in children), people are becoming more health conscious. Even First Lady Michelle Obama is on the fight against childhood obesity. Therefore, it was actually strategic for McDonald’s to take this position.
McDonald’s Mini Meals sound like “appropriately portioned meals.”
[While at McDonald's "doing research" hehe]
Me: Excuse me, this may sound like an odd question, but how are the sales of this new “mini meal” deal?
Manager: It’s actually been great!
Me: Wow! That’s fantastic! Why do you think it’s doing so well?
Manager: Well, this is my guess – people might have always felt heavy after a full SUPER SIZE ME combo, so this is something lighter and healthier.
Me: Interesting. Thanks dude!
Do you think Applebee’s Under 550 Calories Menu was a coincidence? I highly doubt that.
While other fast food chains are still in the SUPER SIZE ME mode, McDonald’s is taking a different position and being more health conscious. It’ll only be a matter of time before the others catch up. All in all, be watchful of trends.
Superior Positioning
I once talked about Grace Ormonde‘s position in the industry as being the premier luxury brand who compares herself to no one. That is her hill; and she is the king/queen of it.
McDonald’s is the king of the fast food hill. Therefore, the only other entity they will compare to is the next bigger hill that is for them to claim.
For those who live in California, we are fortunate and unfortunate enough to have virtually every fast food chain you can think of. So what will places like Burger King and Carl’s Jr do? Take stabs at the king because it’s easier to compare themselves to someone better. And it’s pretty easy with commodity products. Example: real Tylenol vs. generic Tylenol.
And if you observe closely to McDonald’s commercials, they’re always with positive alignments such as Lebron James and Dwight Howard or the Winter Olympics.
If you’re a capable marketer
You can adeptly apply the concepts of what some companies spend millions on marketing in your own business. I won’t actually tell you how you should position your business because that would just take the fun away. However, I will continue to lay the pieces out.
So I talked about two things:
- Following trends
- Superior positioning
So…
- What do you think the trends are for our industry?
- What position do you take in this industry?
Happy marketing,
Lawrence Chan
P.S. I took that picture of McDonald’s Mini Meal…and ate it. I feel bad now. At least I didn’t super size.
P.P.S. Secret: Grace Ormonde is hosting some snazzy black-tie A-List VIP parties in 20 cities around the world to launch her new book. It’s by invite-only. Anyone interested? I have access to a number of tickets!
P.P.P.S. Boudoir Divas going to Paris!
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Love this post! I am VERY interested in tickets to one of Grace Ormonde’s book launch parties. Which cities are having the book launch? I definitely want in!
Love this post! I am VERY interested in tickets to one of Grace Ormonde’s book launch parties. Which cities are having the book launch? I definitely want in!
would love some info and tickets on Grace Ormonde’s VIP Party in Atlanta (?)
when and where and how do i get tickets.
bill ewing
would love some info and tickets on Grace Ormonde’s VIP Party in Atlanta (?)
when and where and how do i get tickets.
bill ewing
thanks for the article…will ponder your questions. I particularly appreciate your observation that Grace & McD don’t compare themselves to the others…they are at the peak. Going to take that as my inspiration for today.
I’d love a ticket or 2 if the party will be in NYC.
best,
Lauren
thanks for the article…will ponder your questions. I particularly appreciate your observation that Grace & McD don’t compare themselves to the others…they are at the peak. Going to take that as my inspiration for today.
I’d love a ticket or 2 if the party will be in NYC.
best,
Lauren
#1 trend I see right now that photographers tend to be bucking: price negotiation. So I’m trying to embrace it and price accordingly and have happy brides in the end. That’s my goal – satisfied brides who are thrilled with both their wedding photos/package AND with the service they get from me. We’ll see how it goes.
#1 trend I see right now that photographers tend to be bucking: price negotiation. So I’m trying to embrace it and price accordingly and have happy brides in the end. That’s my goal – satisfied brides who are thrilled with both their wedding photos/package AND with the service they get from me. We’ll see how it goes.
Lawrence, your on it man , I like the way you break it down great tips for us out here.
I’d love a ticket to the party! :) Really interesting post, got me thinking!
I’d love a ticket to the party! :) Really interesting post, got me thinking!
Hi, I’m interested in tickets if she’s stopping in Chicago. Thank you for your insight in marketing always a pleasure.
Hi, I’m interested in tickets if she’s stopping in Chicago. Thank you for your insight in marketing always a pleasure.
Great ideas lawrence – and YES! I want to see Grace’s Black tie event! PLEASE!!!!
We are developing “mini” wedding packages for brides and grooms. These are fill in bookings between our regular weddings. These packages are scaled back in terms of time and product, but still the same quality. We are basing the prices on ROI vs time NOT shooting. Ironically, we found that we are still earning the same amount per hour as larger packages. So, in effect we are not lowering our prices, and at the same time generating more revenue. My wife (who is an accountant by trade) and I have been looking at the business model to tweak it and understand profitability through different options. The main factor – how much PROFIT per hour is generated – not just the top line revenue stream. Small weddings take up less time the day of shooting, less post processing time, less follow up, less design time for an album, etc. Just like McDonalds – selling smaller meals that are more profitable to the majority of people, rather than huge banquets for the minority of people. There are times and needs for both.
Thanks for the surfacing the concept. It has been encouraging.
Curtis
Thank you for that info! So true :)
Thank you for that info! So true :)
Great food for thought :-) Thanks for the tidbit!! BTW, if there is a SoCal party, I would definitely be interested in attending!
Great food for thought :-) Thanks for the tidbit!! BTW, if there is a SoCal party, I would definitely be interested in attending!
Thanks so much for the insight….something for us to “chew” on :)
Thanks so much for the insight….something for us to “chew” on :)
Lawrence,
Great article, as usual, with a lot of useful information and much to think about. Also, I would be totally interested in those tickets. Whatever I need to do, you name it. :)
Namaste.
Stacy
FYI… the Big Carl is delicious! Way better than a Big Mac.
Lawrence,
Great article, as usual, with a lot of useful information and much to think about. Also, I would be totally interested in those tickets. Whatever I need to do, you name it. :)
Namaste.
Stacy
FYI… the Big Carl is delicious! Way better than a Big Mac.
unfortunately, we here in texas haven’t seen any of these mini meals commercials. it might have something to do with being the fattest state in the country. :) everything’s bigger in texas!
Lawrence, I think netbooks are similar to mcdonalds menu minimeals…
regards
unfortunately, we here in texas haven’t seen any of these mini meals commercials. it might have something to do with being the fattest state in the country. :) everything’s bigger in texas!
LOL oh my…
What a great article, Lawrence…and a good spin on focusing your marketing on yourself and the positive aspects of trends and how we need to spin them to continue to make ourselves relevant and on top of our game. I enjoyed meeting you briefly at your booth and was SO excited to play some old school Nintendo…back to my glory days of being able to play video games! Also highly enjoyed meeting Grace and hearing her speak. I’d love some tickets in the CA area if you have any left! Thanks again!
-Jessica Frey
Great article, I was thinking the same as a poster above about having ‘mini-meal’ type sessions – but not as a photographer, rather a planner. I think it would be great but I haven’t found a way to make it work quite yet!
Great article, I was thinking the same as a poster above about having ‘mini-meal’ type sessions – but not as a photographer, rather a planner. I think it would be great but I haven’t found a way to make it work quite yet!
Great blog, as always! I’ve begun offering mini-sessions to accommodate those who want a ‘deal’ or on a tight budget. My experience has been similar to what Curtis Copeland mentioned above… Less shooting time, less editing time, quicker turnaround. I’m able to make portrait sessions more affordable, without decreasing my profit per hour.
By the way, would love a ticket for Dallas if Grace finds her way to the Lone Star State :)
It seems like every fast food chain is pushing the “health” angle, except Burger King. Look at Taco Bell, with the “Taco Bell Diet.” Maybe it’s a good strategy for Burger King to be the only gigantic fast food chain to advertise ridiculously large portions for cheaper than everyone else, eventually they’ll be niche haha. Now if only I could convince my clients to go for a smaller, “healthier,” package for the same price : )
It seems like every fast food chain is pushing the “health” angle, except Burger King. Look at Taco Bell, with the “Taco Bell Diet.” Maybe it’s a good strategy for Burger King to be the only gigantic fast food chain to advertise ridiculously large portions for cheaper than everyone else, eventually they’ll be niche haha. Now if only I could convince my clients to go for a smaller, “healthier,” package for the same price : )
I’m a new reader of your blog and wish I had found out about you sooner! Thanks for sharing!
I’m a new reader of your blog and wish I had found out about you sooner! Thanks for sharing!
I don’t know if it’s true but it seems that proportions in different countries differ: I.e. USA and Paris proportion of small drink and large drink is VERY different – apparently a large drink in Paris is about the size of medium or small in USA =/ – same here in Canada when I went to the USA and went to McDs I ordered a regular drink (medium) and I got the size of large here in Canada. hehehe
If Grace is coming to Toronto, Canada I would love to attend!
I don’t know if it’s true but it seems that proportions in different countries differ: I.e. USA and Paris proportion of small drink and large drink is VERY different – apparently a large drink in Paris is about the size of medium or small in USA =/ – same here in Canada when I went to the USA and went to McDs I ordered a regular drink (medium) and I got the size of large here in Canada. hehehe
If Grace is coming to Toronto, Canada I would love to attend!
great post as per usual!!! i love the way you always break down what the big companies are doing! its awesome!!!
i’d love to go that grace ormonde party as well if you have any socal tix left! i’m a pretty small person, so is katie neal, perhaps we could each count as half a ticket LOL ;)
great post as per usual!!! i love the way you always break down what the big companies are doing! its awesome!!!
i’d love to go that grace ormonde party as well if you have any socal tix left! i’m a pretty small person, so is katie neal, perhaps we could each count as half a ticket LOL ;)
Thanks for sharing your insights. I always look forward to reading your blogs when I get your emails. :)
Would love a ticket if you have any extra. Sounds like a great opportunity!
Thanks for sharing your insights. I always look forward to reading your blogs when I get your emails. :)
Would love a ticket if you have any extra. Sounds like a great opportunity!
Would love a ticket if you still have any available!
Would love a ticket if you still have any available!
I disagree…I think In N Out is more successful…and much more delicious :)
They’re privately owned, and always have lines going outside the driveway at pretty much all hours of the day.
My argument wasn’t which is more successful ;)
Time to put the thinking cap on!! Thanks for sharing your insight.
(PS…would love to attend if you have any tickets for Cali..I’ll carry your coat if need be..haha).
Time to put the thinking cap on!! Thanks for sharing your insight.
(PS…would love to attend if you have any tickets for Cali..I’ll carry your coat if need be..haha).
I saw the mini meal teaser in my mail box today, and just had to check it out. Great insight ! I’m hooked on their 20 nuggets for $5 deal right now tho… kindda been downplayed, since the mini meals are the hard hitters.
I saw the mini meal teaser in my mail box today, and just had to check it out. Great insight ! I’m hooked on their 20 nuggets for $5 deal right now tho… kindda been downplayed, since the mini meals are the hard hitters.
AWWW you ate it!?!? There goes your dream of becoming a SPARTAN!! LOL Great post, a lot of FOOD for thought!! LOL ok I know, that was pretty lame.
This is a great insight to really think about. I’m gonna have to sit down and really think about how to apply it to my marketing! Thanks Lawrence!!
I actually just tried the little Mini Meals this past weekend… I was very satisfied without feeling full (of course, that might have been because I also ate 2 of their yummy choc. chip cookies! LOL!!!)