September 10, 2008
Tradition Can Be a Good Thing
Speaking of the history of McDonald's PR
and Advertising - one of the historical
disciplines that worked well was the
practice of not advertising new products
until nearly all the stores had the product.
But - with McCafe - Co-Ops are getting ready
to go on TV with 60% or less of the stores
serving the product!
We can only assume the same will apply to
OPNAD next year.
Aside from the customer dissatisfaction this
will cause - do the stores that do not have
McCafe yet - or will never have the drinks,
get to forgo their Co-Op contributions for
this period? Or, more doable, will there be
a Co-Op rebate for this waste of advertising?
I do however get a kick out the fact that if an
Owner/Operator isn't 100% on the Dollar Menu
they are harassed for damaging the consistency
of the brand. Yet, with McCafe, it will be OK to
disappoint 40% of the customers who have seen
the ads and are looking for the product.