I’m no big fan of McDonald’s, but I think that they’ve had 2 great promotions lately.
The first involved a direct attack on Canada’s obsession with coffee shops. While Tim Hortons is far and away the market leader, smaller chains like Williams, Coffee Time and Country Style all get their fair share of those in search of a java jolt at all hours of the day and night. (Starbucks, too, is a player, but caters to a white-er collar crowd than the others.) McDonald’s has traditionally been known for its horrendous coffee, but it raised its profile a few years ago when it imported Higgins & Burke coffee (assumedly) in an effort to disassociate itself as the coffee producer.
Recently, they introduced their own line of a ‘Premium Roast’ coffee and to introduce it simply gave it away for a 2-week period! Yes… “gave”, as in free. No coupon, no combo, no 2-for-1 or other offer-ish gimmicks, just free. Show up during breakfast, and get coffee. “We think you’ll like it, come in and try it on us.”
I like simple, and a balls-y move for a corporate giant, if you ask me.
Their second effort involves a summer-time promotion called ‘dollar drink days’ which features “any pop, any size, $1” (soda for our American friends!).
Now… they do face a mountainous uphill battle to overcome in that people are ridiculously conditioned to purchase pop at traditional ‘corner stores’ or when buying gas, but if someone is really looking for killer value, there could be none better to find than a large Coke for $1! (My local convenience store is charging $1.69 for a 500ml bottle.)
If they can get traction during the long, dog days of summer, however, they stand to make a killing and will accomplish a monumental shift in consumer buying patterns.
I would love to be on the inside to know whether or not they get any long-term uptake in market share from either of these promotions, but I doubt there will ever be any way to find out…
Regardless, for thinking creatively outside the traditional ‘coupons and combo promotions’, today McDonald’s gets a Rave!
One day later…
Wow! How was this for a timely post? This morning I came across the following related article.
