From the top ten
The brand was in the top ten of the Interbrand 100 most valuable brands for years. Since 2014, the value of the brand has been decreasing and last year the brand tumbled out of the Interbrand top ten . The causes are easy to guess: just like McDonald's, obesity and with some delay the health craze also blew over to our country. Time to delve a little deeper and see where the brand loses us.
As mentioned: from America, the awareness of health and food has spread across the world. Since then, the chain has been wandering. A hamburger is quickly cooked; turning an entire chain upside down is a different matter. And no matter what you turn upside down inside, it's what sticks outside that counts. So we're looking from the outside in again and asked a hundred Dutch people about their perception of McDonald's. After all, what precedes a decline in financial brand value is a decline in the brand indicators that we map out in this study.
A hamburger is cooked quickly; turning around an entire chain is a different matter.
Extinction burst
After the first attacks on McDonald's unhealthy food, the chain introduced salads. Those salads were so disgusting that you had to add a dressing or two. And those had more calories than a Big Mac. In such a move you can already see the first panic of the upper management. If you have celebrated your success for years and count your blessings by dollars, how can you suddenly start thinking about the health of your customers? The customer didn't care anyway? And if they want healthy? Well then we give them salads!
New course?
Anyone who has ever gone to McDonald's honduras mobile number specifically for a tasty salad meal should please report. You go to McDonald's for a 'tasty' quick greasy snack. The regret comes after the sin. When the meal lingers for an hour and the feeling of hunger rears its head again. This spasmodic, intense reaction is also called an extinction burst in behavioral psychology . The behavior that no longer works flares up again violently, before it dies out. It would mean that McDonald's is really going to chart a new course.
However, bearing in mind the persistent and ruthless Kroc, it takes more than that to make such a giant falter.
An effective way to circumvent criticism is, for example, McDonald's obsession with consistent quality. All over the world, hamburgers must meet the same high standards.