We talked in class about brand equity’s dependence on marketing programs, including product innovation and trade relationships, and I used McDonald’s as an example of what this concepts look like in practice.
Now Bloomberg is just out with an article about how McDonald’s is trying to turn its fortunes around with more responsiveness and speed than any time in its past – it’s what they’re calling “the new nimble.”
Case in point? It took McDonald’s 4 years to develop McGriddles, and only 6 months to switch from margarine to butter. Seems simple, but that’s a Titanic shift. It better be. As the graphic of the chain’s food quality score above illustrates, if McDonald’s doesn’t get its changes right, it might just go the way of the Titanic. (with special sauce.)