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For this week, we will discuss how fast food brands can respond to increasing competition.
Consider the following scenario: McDonald’s has been engaged in fierce competition with Burger King, Wendy’s and a few other national hamburger chains for some time. Recently, the competition has become even more intense with new, more boutique/trendy burger companies opening up, such as Shake Shack, Five Guys, BurgerFi, The Burger Joint, etc. Each of these competitors offers a slightly different offering, service, and environment for the brand, and all have been seeing growth. For the more traditional hamburger companies, this growth in competition has eroded sales and share.
If you are a McDonald’s brand manager, how would you evolve the product offering or experience to better compete in this new environment?
What brand elements would you look to change or invest further on?
Answer the above questions. Your response should reflect what you have learned so far in this module and should be approximately 300 words. In order to provide responses that are both concise and precise in about 300 words, it will be necessary to think carefully about what you want to say and then revise it until it succinctly reflects your thinking.
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