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meganbos

McDonald's Wins Over French Chef With McBaguette Sandwich - Bloomberg - 7 views

www.bloomberg.com/...-with-mcbaguette-sandwich.html

mk473 environment 1 socio-cultural factors

shared by meganbos on 11 Sep 13 - No Cached
    • meganbos
      meganbos on 12 Sep 13
       
      McDonald's has really altered there menu, like the have in other countries like Spain to really fit the local tastes. France is a great example of changing the bread and the toppings in order to appeal to more French customers- including high ranked chefs. 
    • meganbos
      meganbos on 12 Sep 13
       
      This paragraph really highlights McDonald's motivation and adaptation strategy. They are willing to change the way they do business in order to succeed in more markets internationally. 
    • meganbos
      meganbos on 12 Sep 13
       
      Not only are they appealing to the taste of the country but they are also responding to the economic needs of the country by meeting the French's picky tastes with a low cost option. 
  • ...4 more annotations...
    • meganbos
      meganbos on 12 Sep 13
       
      Even warming the bread? McDonald's has clearly done there local research and know that warm bread is popular and comparable to local favorites.
    • meganbos
      meganbos on 12 Sep 13
       
      i'm glad they included this bit, but of course the famous baker is not going to like the fast food version of there local favorites and it probably does not compare to some local favorites but it is a good cheap alternative. 
    • Camille Sampson
      Camille Sampson on 12 Sep 13
       
      If using the word baguette is so terrible, would there not be public backlash from this? I would imagine that many citizens would see along the same lines of this baker which may hurt McDonald's image in France. At the same time however, many people in other regions of the world may not have the same "standards" for the word baguette, and thus McDonald's may have better feed back in other cultures that are not so familiar with french traditions.
    • meganbos
      meganbos on 12 Sep 13
       
      McDonald's has been seen as an American option and favorite- but adapting to more consumers wants and needs in the French Market will make the brand more appealing to customers who wouldn't have originally eaten at McDonalds 
    • Camille Sampson
      Camille Sampson on 12 Sep 13
       
      Various flavor options/drink selections may be a safer route to appeal to local markets. By bringing in the tradition of the "baguette" McDonald's runs the risk of offending potential consumers-like the baker for example.
    • meganbos
      meganbos on 12 Sep 13
       
      People learn that there is a lot of consistency with the McDonald's brand and that is attractive to consumers because they know that they can expect the same experience every time. 
  • meganbos on 11 Sep 13
     
    Really interesting article about how our favorite fast food restaurant really responds well to the socio-cultural environment and adapts there products and presentation to win over the population- including famous chefs in this case.
  • ...6 more comments...
  • rteufel on 11 Sep 13
     
    This fits quite well in McDonald's global strategy as they do things like that in almost every country. In the Netherlnds for example, they sell the McKroket (http://www.mcdonalds.nl/sites/default/files/produits/477x355_0005_mckroket.png) and in Germany something like a "Bratwurst Burger" (Sausage Burger) ( http://www.burgerbusiness.com/wp-content/uploads/McD_Germany_Nurnburger.jpg ). Trying to adapt to local tastes might also have a downside, though, as people from that country might be disappointed by the McDonald's copy of a dish they are very proud of (e.g. it worked well in the Netherlands but didn't in Germany).
  • alipaigeh on 12 Sep 13
     
    I think this article is really interesting because consumers do see McDonald's trying to expand into certain niches with their stores. Most McDonald's around the world have the same products, but the stores in Spain for example featured the McIberica which is similar to the McBaguette, but with a Spanish twist. I think that it is really interesting how the McBaguette is seriously taking off and am wondering if it will be featured at McDonald's in the US
  • Emily Prellwitz on 12 Sep 13
     
    I found this article especially interesting because I studied abroad in France last semester and I have actually tried this sandwich. I can attest to the fact that French people eat baguettes daily and you can literally see people walking down the street gnawing on a huge baguette so I can see how the McDonald's Baguette sandwich would be insulting to local bakeries. On the other hand I can see what Koffmann is saying when he says that the McDonald's sandwich seems fresher just because at local bakeries they make a bunch of sandwiches then set them out on display all day and if you go to get a sandwich later in the afternoon chances are it is not going to be extremely fresh. Which is also strange to think about...McDonald's having fresh food. I think this is a great move for McDonald's because it gives them a chance to delve into other cultures.
  • Brock Naylor on 12 Sep 13
     
    McDonald's innovation has always been astonishing not only to myself, but to the industry as a whole. It's quite interesting to take notice of its place as the clear industry leader, as other companies in its genre seemingly put as much effort into adapting to the market McDonalds has shaped to keep up with the titan as they have into development of innovative product campaigns to differentiate themselves. The introduction of the McBaguette is a clear example of this dynamic company's ability to mould themselves to cater to specific demographics in dramatically different cultural groups. Yet it still leads me to ask.. How did McDonalds become such an iconic brand in a way that Burger King, Wendy's and others did not?
  • Kara Blakley on 12 Sep 13
     
    I've been to a few international McDonalds locations, and I think what McDonalds is introducing with the "local" spin is important for the company. They need to stay fresh and appeal to French palettes. I believe the intriguing part of international McDonalds locations is the spin on our favorite, American items. I'm a shareholder in McDonalds and from a profitability standpoint, it's important to expand the French market if it's the second leader behind the United States. I wish they offered the item here - it looks good! I have an idea Prof. King - Retailing field trip to France! We need to try this!
  • Sarah Jacobsma on 12 Sep 13
     
    McDonald's always seems to amaze me, I think it is very important to realize that any business that enters a global market needs to cater to that cultures needs and wants and McDonald's had done just that. I have been to a couple international McDonald's locations in the UK and Spain. What really stood out to me was the menu in Spain -- they offered beer and more chicken options! Although the McBaguette isn't a traditional baguette it seems that McDonald's as always caters to what the customers want.
  • Lina Goens on 12 Sep 13
     
    What stood out in my head was the woman who was offended by the breading. Rather than taking this new food item as an insult, I think that the she should realize the efforts McDonald's makes to accommodate peoples' needs. Yes, it is not the same as homemade or some bakeries, but it is up to the French people to know the difference. McDonald's is only trying to create a low priced food that appeals to people considering the hard times that they have had.
  • Camille Sampson on 12 Sep 13
     
    Fantastic article. One important thing to remember for their new campaign however, is to remember the relevance of those commenting on their products. It's awesome that they were able to have the acceptance of a world-famous baker, but it would be even more influential if they could analyze cultural trends within France to see who really has an impact on the people. Is it this world known baker? Or, the friendly baker down the street. If they could grab a combination of positive expressions about their baguettes and other products, McDonald's could produce a positive message that would be received throughout various demographics of their target markets.
Kate King

http://global.networldalliance.com/downloads/white_papers/Designing-an-Omnichannel-In-s... - 1 views

global.networldalliance.com/...hannel-In-store-Experience.pdf

mk473 omnichannel

shared by Kate King on 03 Oct 13 - No Cached
  • Kate King on 03 Oct 13
     
    White paper: Designing an Effective Omnichannel In-store Experience: 5 Key Considerations
Kate King

Malls Pitched at Hispanics Taking Off | The Big Tent - Advertising Age - 9 views

adage.com/...241616

mk473 environment 1 ethnicity shopping centers

shared by Kate King on 09 Sep 13 - No Cached
  • Lina Goens on 10 Sep 13
     
    Not only is this a great way to reach a greater target market but also bring to light the culture of hispanics to those who aren't familiar with it. I wonder how many more will be built and if there could be "too much of a good thing", but it seems to be doing well for now. It seems to be implying and mostly Mexican traditions so it would be interesting to go and see what other cultures are incorporated.
  • ...3 more comments...
  • Sarah Jacobsma on 10 Sep 13
     
    I think this is an interesting article and it is great to know in hispanic communities there are stores tailed to their needs but as Lina stated it will be interesting to see what other cultures will be incorporated. I worry that in the future there may be potential issues with there being "too many" of these specialty malls but as for now it is good to know they are working out.
  • Camille Sampson on 10 Sep 13
     
    This is fantastic. A huge opportunity to capitalize on the movement toward a globalized market, this hispanic malls could really be the start of an ingenious idea to spread cultural awareness. If they are able to effectively target highly populated hispanic communities throughout the country however, we are likely to see a rise in the newest "Walmart" corporation that will monopolizing the hispanic retail market. This could be a good and bad thing simultaneously. Along the lines of what Lina said, the market could become exhausted if it is not promoted in the right areas or in the right ways.
  • alipaigeh on 10 Sep 13
     
    I can relate to this article in a few different ways because I spent 5 months living in Spain, surrounded by Hispanic markets, malls, shops, and supermarkets. I think this is a great idea and gives the Hispanic population in these states an opportunity to revisit their roots. They will be able to shop at the Hispanic stores they are accustomed to and also indulge in food that they love at the times of day they are accustomed to doing so.
  • meganbos on 11 Sep 13
     
    I lived in Mexico for an extended period of time when I was in high school and the hispanic culture thrives around the "plaza culture". In Mexico, being together and out of the house is part of their culture- walking at night, dancing, or just hanging out in the plaza is where most of their social life occurs. Cities and towns are build around their plazas. In the United States we do not maintain this aspect, our plaza would be comparable to sitting on our couch watching TV after work- where instead they go out into the community. Altering the setup and store hours encourages and brings the Hispanics back to their roots but also can provide the neighbor hood with some education in diversity and really great foods and products that they may not have been aware of before.
  • Sarah Wesp on 12 Sep 13
     
    Not only is it a great way for the Hispanic population to connect and revisit their roots like others had said, but what a great way for people from different backgrounds/cultures to have the opportunity to shop at a Hispanic market without having to travel out of the country. I think this is wonderful!
Teresa Williams

The Store is Everywhere - BoF - The Business of Fashion - 12 views

www.businessoffashion.com/...obs-the-fancy-joe-einhorn.html

shared by Teresa Williams on 27 Aug 13 - No Cached
  • fast-approaching future of "everywhere computing" and the implications for retailers.
  • the “post-PC era.
  • Facebook announced that, for the first time, it had more active mobile users (680 million) than desktop users.
  • ...2 more annotations...
  • global mobile traffic as a proportion of total Internet traffic recently surpassed 15 percent and is ramping at a rate of 1.5 times per year.
    • Teresa Williams
      Teresa Williams on 28 Aug 13
       
      This reminds me of the old catalog showrooms (ex: Service Merchandise). Unfortunately, their displays were not "showpieces," and the concept died.
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