They don’t like to admit it, but today’s consumers are still influenced by advertising perceptions. Key marketing terms can drive those perceptions toward better-for-you emotional drivers, craveability and real attitude and usage trends.
Recently, Burger King launched their “Fresh Menu,” which adds several new items including salads, premium chicken tenders and smoothies. McDonald’s recent earnings report indicates that the focused and increased effort by Burger King toward this new and fresh promotion has allowed them to gain some share from McDonald’s and has given Burger King some renewed momentum.
McDonald’s, on the other hand, has been promoting a more “wholesome” menu and recently added “sweet, plump, fresh blueberries by the bushel” to their menu promotions. They are combined with crunchy walnuts, real banana and two full servings of whole grains in Blueberry Banana Nut Oatmeal, and with yogurt and granola—“a half cup of dairy and a full serving of whole grains”—in the Blueberry Yogurt Crunch. The effort shows an emphasis on more healthful offerings combining seasonal berries with “low-fat” yogurt and the “wholesome crunch of granola.”
Although these efforts may only have a small impact on consumer menu choices, these brands are providing the important alternatives that give consumers better options when dining away-from-home.
This may be a small step, but nonetheless, a step in the right direction.