McDonald’s was founded back in 1940 as a barbecue restaurant first only to rebrand it eight years later as a hamburger stand. This is how people know the business in today’s world. After 77 years of activity, McDonald’s has become a world renowned restaurant chain that serves an average of 68 million consumers on a daily basis and owns 36,615 locations in over 110 countries. A 2015 BBC report found that the company is actually the world’s second largest private employer with 1.5 million workers. As the industry of fast food is slowly sliding down, the hamburger restaurant chain is going to reanimate its fans with cheap sodas.
Last year, McDonald’s Corp. focused its entire marketing strategy on promoting chicken sandwiches and cheeseburgers. However, the consumer market has become more aware of the importance of healthy eating habits. Together with the fact that its breakfast push has ended up impairing morning sales, the company is going through difficult times. In an effort to push the brand under the attention of consumers again, McDonald’s is rethinking its drinking menu.
Thus, the company plans to sell sodas for $1 while McCafe will cost no more than $2. Leveraging its beverage products is a move to regain power in an industry that started offering cheap grocery. This move encouraged Americans to avoid fast food restaurants and eat at home. Moreover, the fast food chain might have to deal with a surge in prices for its food menu. Thus, the drink promotion will be able to balance the situation.
Steve Easterbrook earned the helm of the company two years ago. Since then, the CEO has been testing different discounts and promotions across the United States. He is also the one that introduced the breakfast menu that is available each morning. He revamped the menu last year by offering two products for $2 and two products for $5 deals. This strategy was an attempt to settle the aftermath after the popular Dollar Menu was rejected.
The new promotion regarding cheap sodas will start in April. Customers will be able to enjoy for $1 any kind of soft drink they want that comes in any size. On the other hand, the McCafe deal will last for a limited time only. This promotion includes products such as frappes and smoothies for $2.
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