A new idea for an established brand within an established brand
An important aspect of the QSR segment today is having a viable Value Platform. It is in fact, the price of entry. McDonald’s is no exception. But their current Value Platform has been around for quite a while, so we felt it needed to be refreshed. We felt it needed some “news.” We felt there was a need to develop an alternative to the national Value Platform. Utilizing our research facility, we conducted a series of Focus Groups to test a Value Platform that we created. Part of the testing also included Branding concepts to name and market the Platform. Our strategy was to provide appeal and variety that did not sacrifice sufficient margins. After testing the Value Platform was established as Mickey D’s Deals.
|Project||Product Development / Branding / Digital / TV / Video / POP|
|Deliverables||Research / Planning / Creative / Design / PR / Social / Media|
|Business Segment||Quick Service Restaurant|
The ResultsBack to Top
BCH tested this initiative in one of our McDonald’s geographic regions. Market performance was exceptional. And the success could be from our insight discovered in our research…that Value now means something new and different in the QSR category. Awareness testing was high from our campaign and volume for the promoted line was up double digits. However, the best indication of success is that a variation of this concept was recently rolled out nationally by Corporate McDonald’s in the form of their new Dollar Menu $1, $2, $3.
“"BCH is a branding partner that can create game changing ideas like Mickey D’s Deals. We appreciate that.” ”Jim Props, McDonald’s Franchisee