Notice anything important about those three examples cited? None of them market to children. In other words, McDonald’s has no choice but to compete on an adult playing field, to consumers who are less interested in toys and clowns and more interested in fresh and higher-quality ingredients. But will it be enough?
So far, it doesn’t seem the McWrap will solve McDonald’s millennial problem. According to Business Week, the company is staying mum on sales figures. (The product launched in April.) According to one industry analyst, this probably means the news isn’t good enough to share.
So McDonald’s may have to go back to the drawing board and look for other ways to change its business model. Here are two suggestions that might help bring McDonald’s into the modern age and gain broader appeal.
Retire Ronald: As this campaign from Corporate Accountability International explains, it’s high time to put this mascot out to pasture. He has done enough damage to kids’ health, luring them into a lifetime of bad eating habits. As the article noted above explains, mascots are so 1970. Plus, he’s just plain creepy.
No More Toys: If other fast food chains can figure out how to be successful without adding made-in-China pieces of plastic to their meals, then so can the industry leader. It would also mean not having to defend against lawsuits like the one filed against McDonald’s in 2010. (The case was later dismissed.)
Lose a PR Problem, Gain Business
McDonald’s knows it has a massive public relations headache on its hands when it comes to marketing to children. At their recent annual shareholder’s meeting, almost every single question aimed at CEO Don Thompson was about marketing to children and public health. Instead of taking responsibility and promising to make changes, the CEO unconvincingly denied such targeted marketing practices. He also feebly defended Ronald, saying he is “just a clown.”
With this position, McDonald’s continues to risk not only the continued criticism from children’s advocates and health professionals, but possibly even its own bottom line. Why not join the competition and benefit from the positive PR glow that comes with no longer targeting children, while appealing to more adults in the process? Seems like win-win: shed critics, gain customers.
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