Resurrection of the fast food king emperor by adarsh sharlet

RESURRECTION OF THE FAST FOOD KING-EMPEROR

I’m lovin’ it

CORE BRAND VALUES

Quality

Service

Cleanliness

User

ICONIC ITEMSBig Mac

Happy Meal

Egg McMuffin

Filet-O-Fish

LOGO & RONALD

Logo : Big golden arches Ronald.? You know him !!

MCDONALD’S RESTAURANTS

Spectacular architecture & mood-enhancing lightening

BRAND EQUITY

1. FRANCHISE RESTAURANTS

More than 40% owned & operated by franchisees.

2. INTERNATIONAL EXPANSION

INDIA AUSTRALIA

FRANCE DUBAI

3. LOW PRICE & MEAL SIZE

1$ Coffee Different size available

4. Tie ups & Sponsorships

McDonald’s near Disney’s Animal Kingdom theme park

McDonald’s & Dreamworkers

WHY REBRANDING ?

Basically, to create a destination restaurant image.

1. SAGGING REVENUE CURVE

2.HEALTH CONSCIOUS PEOPLE

Quality of food made available in website

3. COMPETITIONStarbucks, Panera Bread,

Chipotle, Burger King

WHAT CHANGED ??

‘Plan to win’ strategy & play book for strategic insights

1. CUSTOMERIZATIONAdopted a ‘build your own burger with an

iPad’ concept

2. GLOBAL, BUT LOCAL

3. OLD AND NEW MENU

RESULT ?

CONCLUSION

• Hold onto core brand

values.

• Measure & interpret brand

performance.

• Develop, maintain & protect

brand equity.

• Grow & sustain brand value.

DISCLAIMERCreated by Adarsh Sharlet, College of Engineering

Trivandrum, during a marketing internship by Prof. Sameer

Mathur, IIM Lucknow.

Adarsh Sharlet Prof. Sameer Mathur