McDonald’s Shifting Expertise
McGriddles? Are these even food?
My sister just texted me to proclaim to oddness of a TV spot she just saw. After showing a couple of buffoons (I assume twentysomething guys) try and fail to cook breakfast, we are told “leave breakfast to the experts.” No problem, except when did McDonald’s become experts in breakfast?
The chain was founded on burgers, fries, and shakes. They are the largest buyer of beef in America and sell more hamburgers than any other chain. In fact, many locations still feature the word “hamburgers” on their golden arches. Yes, they serve breakfast, but it’s not the focus of the business or the brand. Much to the chagrin of hungover college students, breakfast service ends at 11 am, or sooner, and the international craving for McDonald’s breakfast is dodgy at best. So in actuality, breakfast isn’t their area of expertise, it’s really more of an afterthought.
But to play devil’s advocate, they are investing heavily in their coffee offerings, so maybe McDonald’s is in the midst of a colossal shift towards breakfast. (look out, IHOP!)
The moral of the story: as I always say, stick to what you brand does best, be true to the core values and stop trying to drink everyone else’s milkshake. Pun intended.
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