NEWSLETTER
The value and price are not the same.
It could, for example, buy five cars broken down for $ 1,000 each, and that is not a value as good as a reliable car for $ 5000.
In the world of fast food, value becomes even more complicated. Subway can sell a foot submarine for $ 5, but given the quality of that product, it could be much better buying a $ 10 sandwich in a local restaurant.
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An important part of value is perception. If people feel they are getting a good treatment, then they are getting a good treatment.
It is very similar to how many Americans see inflation. People who are having difficulties generally believe that prices have increased much more than they have. That makes sense because if you are fighting, every small increase comes stronger.
McDonald's (MCD) He has had problems in the value game for many years. The chain prices are relatively low, but was left behind rivals like Wendy's, which largely marketed its four for biggie bags of $ 4 and $ 5.
Perception has been an important problem for the chain, and executive president Chris Kempczinski has committed to solve it.
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McDonald's pushes the idea of value
The CEO has specifically talked about the value during the last earnings of profits.
“It encourages the signs of progress in the third quarter and the most consistent market share traction that we are seeing, especially in the US, which included strong and convincing value platforms,” said the executive.
That, he said during the chain Third quarter profit callIt is “fundamental for the promise of the McDonald's brand; menu innovation, which excited our clients with great flavor foods; and a strong marketing skill that promoted participation in central articles of greater margin.”
McDonald's has not only talked about the value, but has taken some measures to deliver it.
“We have spoken before about our clients that recognize us as the value leader versus our key competitors, but our value leadership gap has been reduced,” he said. “In response, we have urgently moved in association with our franchisees to improve our value offers in most of our main markets.”
He cited examples that were launched in the quarter: Happy Meals 4-Euro ($ 4.33) in France, three for 3 pounds from the United Kingdom ($ 3.88); And in Canada, what the CEO called “pointed coffee, starting in just $ 1 (US $ 0.70)”.
And Kempsczinski wants to make it clear that the value is not just something for the elements of the marginal menu.
“As we have said before, we see a good value such as including both entry level items and food packages at affordable prices,” he said. “This means offering affordable price menus of every day, or EDAP, in our markets.
“In McDonald's, we define EDAP as a platform with a variety of items, all at a convincing entry level price, which usually includes beef and chicken sandwich options for breakfast.”
McDonald's adds a new American value meal
He continued: “We will combine EDAP platforms with strong food packages to provide our customers with entry level meals at affordable prices. Combining EDAP packages and meals under a brand value platform allows us to invest and generate recognition and affinity with our customers.
“Then, when they think of an affordable option for food, we are the most important, so we have been able to capitalize on brand actions such as the loose change in Australia and the Saver platform in the United Kingdom for more than 10 years.
“McDonald's seems to take an advantage in the fast food value game with the introduction of the new double food agreement of $ 6 in selected locations,” according to a report from Fast food publication.
That is quite similar to the agreements offered by Wendy's and Burger King.
“As part of the agreement, you can obtain a double daily hamburger along with a request for small world -fame fries, a 6 -piece mcnugget chicken and a drink choice, all for a suggested price of $ 6 (it can vary),” the site said.
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While it is not one of the best -known sandwiches in the chain, the Daily Double is an abundant offer.
“With 490 calories per portion, the double newspaper has two seasoned empanadas and 100% of beef and American cheese covered with grated lettuce, tomatoes, onions inputs and mayonnaise in a perfectly roasted bun,” according to the site.
You can find the $ 6 double -food double supply in the McDonald's participating locations throughout the country for a limited time.
