Mcd Seminar

Randy Lai
Declining business growth for McDonald
Minimum wages
  * Rental up 20%
  * Inflation -> CPI up 5.3%
Quick Service Restaurants (QSR)
  * 2011 no. of outlets up 3%, consumer down 8%
McD connection w/ consumer not strong as before
Vision
  * Be customers’ first choice
      * Affordable
        * BigMac index (one of the lowest index in HK)
      * Accessible
      * Authentic **
      * Appealing **
Living the love again   Happiness is that simple
  * Sunshine Brand Campaign (Show our understanding)
      * Try to bring happiness to the society (You’re the sunshine of my life)
  * Authentic Pricing (Fix the issues)
      * Extra Value Meals (EVM) starting from $20+
  * Retum of the favorites (bring back your favorites)
  * Favorite game monopoly (Surprises & delight)
  * Togetherness 2012 CNY (Sharing of joy)
      * Redefining ‘family’ as all the people and communities in HK
      * Pays tribute to unsounded heroes who have to work during CNY as to keep HK ticking
      * 齊齊分享, macmac祝褔
  * GROWTH
Takeaways
  * Have a VISION behind your brand
  * Put your CUSTOMER into driver’s seat
  * Be BOLD, be HEARD
Q&A
  1) Junk food?
  * US eggs, Aust. beef, Coca-Cola, 維記milk, Garden bread
      * Same ingredients w/ better source
      * Oil recycled (more social responsible)
      * Traceable system (e.g. orange juice from CA,US)
      * Rumor abt. Ketchup pack (indicator to identify source of ketchup)
        * 33000 restaurants around the world
  2) Product differentiation (from KFC/Burger King)
  * Personify product to gain emotional engagement
  3) Cooking style?
  * Should make a right choice in McDonald
      * Pork chop rice, 4 shrimp dumpling, French toast, 餐蛋面
        * Also rich in calorie
      * Introduce salad, corn cup etc., Ribena
      * Still working on improvement
  4) How do you position McCafe?
  * Coffee industry booming in HK
  * Specialty coffee becomes... [continues]

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