McDonald’s breakfasts for me are largely associated with a big night prior or it’s early and I’m likely about to hop a plane somewhere. I worked at Maccas when in high school and don’t miss those days of smelling like deep fryer, and I’m still haunted by the feel the stainless steel cleaner left on my hands. What a gross texture.
McDonald’s are no stranger to looking at ways to engage with their followers and and try mix things up a bit. They’ve certainly come a long way since their first branded store “McDonald’s in 1948.
I’m not going to take you through their entire full brand and business history, but when it comes to sponsorship, marketing and advertising they certainly get it right and they’ve got the big dollars behind them to do so. Give me their annual budget any day and I’m sure I could do some serious damage too.
As consumers though, we’re getting smarter in that we want to know where our food has come from, and that while a Big Mac and fries sounds awesome, it’s actually cheaper to buy your fruit and veg. I don’t know when you last dined at the Golden Arches, but it’s not as cheap and cheerful as it once was, and that’s hurting the global brand in the pocket.
Did you also know that the chain used the Australian market and it’s somewhat 900 stores as a testing ground for new menu items? It’s why you see Moroccan Chicken Salads and herb brioche buns here vs in the USA.
In May, McDonald’s launched a new ad campaign in Australia that seeks to overturn the chain’s reputation of serving cheap, low-quality food. Closing with the phrase, “How very un-McDonald’s,” the commercials show foodie customers surprising themselves by enjoying a “gourmet” meal at McDonald’s. The campaign is intended to accompany the national rollout of the Create Your Taste menu.
Another hyper-visible Australian Learning Lab is The Corner, a former McCafe location in Sydney stripped of nearly all markers of McDonald’s and reopened as a trendy café. The menu included items such as chipotle pulled pork, lentil and eggplant salads and Moroccan roast chicken. Even the interior design is completely different, with pastry counters and food served on wooden sandwich boards.
With Create Your Taste rolling out at the majority of Australian locations, the term “learning labs” is out of commission in Australia today as the trial has become the norm. However, The Corner still serves as a one-off concept intended to gauge customer feedback, with the possibility of ideas and products that customers love showing up at other restaurants.
It seems that big business realises that it cant stick with the same ol and needs to reinvent themselves regularly to stick with what the consumer actually wants in an effort to win their business.
But is their next step and effort way to much or great branding and placement tied to a cause? If you’ve ever wanted to rock out with your hash brown out, bask in the joy wearing a bacon and egg roll might bring to your day, this just in. McDonalds Australia has a new clothing range and we’re deadly serious!
Let us introduce you to the Macca’s ‘BrekkieWear’, a range consisting of a T-shirt, button-up dress and pajama trousers each covered with McMuffins and hashbrowns. To help Aussies around the country feel like it’s breakfast time, all the time; Macca’s has teamed up with Aussie designer, Emma Mulholland, to create a range of sleepwear designed to be worn at any time of day.
All proceeds of the range will be donated to Ronald McDonald House Charities.
So crazy or really fucking clever? What do you think?