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‘Lovin Beats Hatin’
The world’s biggest fast food chain McDonald’s unveiled their new slogan for 2015 yesterday in an attempt to stop its sales from sinking. With worldwide sales dropping by a staggering 30%. ‘Lovin Beats Hatin’ will be launched in a campaign aimed to spread happiness in the face of Internet hate.
According to the Wall Street Journal in America, the roll-out of ‘Lovin Beats Hatin’ will include a spot during the Super Bowl on 01 February 2015.
Marked Perception can reveal that the new marketing strategy comes at a time when worldwide sales dropped by 30% in the third quarter of last year. McDonald’s have announced that its current catchphrase ‘I’m Lovin’ It’ will still remain as its global slogan. while saying the change that the change is aimed ‘to spread happiness in the face of Internet hate’. Details of the campaign and the reasoning behind it is still to be revealed.
So What’s the problem?
Bad Food Image: To defend the image of its food, McDonald’s launched a social media campaign last week inviting customers to ask questions about the ingredients it uses. Showing just how bad perceptions can be, among the first questions McDonald’s addressed were ‘Why doesn’t your food rot?’ and ‘Do you use real chicken in your Chicken McNuggets?’
Lack of flexibility: Consistency has long been one of McDonald’s attractions – people like knowing exactly what they’ll get when they order a Big Mac. But now people are gravitating toward places like Chipotle that let people tailor their orders. To offer greater customization down the line, McDonald’s recently rolled out prep tables in its kitchens that can hold more toppings and sauces.
The company is also testing a build-your-own-burger offering in southern California that lets people pick the bun, patty and toppings they want. In Australia, McDonald’s has already said it plans to roll out the format nationwide.
Slow & inaccurate service: McDonald’s executives have said they introduced too many items too quickly last year, such as McWraps and the option to substitute egg whites for its breakfast sandwiches. That slowed down service and led to inaccurate orders. On Tuesday, McDonald’s said it would focus on a simplified menu that highlights its most popular items but did not give specifics.
Price: Raising prices without driving away customers has been tricky for McDonald’s. At one time, for instance, the popular Dollar Menu included a Big N’ Tasty, which was made with a quarter-pound of beef. But over the years, McDonald’s has had to swap out items as costs for beef and cheese have climbed.
Increased Competition: In addition to newer players like Chipotle, longtime rivals Burger King and Wendy’s have been intensifying competition, too. And Taco Bell launched a national breakfast menu to go after the growing breakfast market.
Read more: ‘Lovin Beats Hatin’
Word is that people aren’t ‘lovin’ it’ as much as they used to. We’d be interested to hear your thoughts.
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