communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.
The joke that good food becomes in times of crisis
I live next to a McD restaurant and sometimes at night when I cannot sleep, I drop by to grab some fries which are my overt food sin. Lately I have been unable to get my fries in less than 15 minutes because the queues at the drive in are humongous. In the restaurant too. That's because after hitting the neighborhood with 2 for 10 lei offer (that's approx 2.5 euros for 2 burgers) McD has literally stolen the market with full Menus for just 10 lei.
As you know, Romania is in deep financial crisis. So deep the government is scrambling to raise taxes from anywhere they can to keep up the country. This affects McD in two ways, firstly because you'd expect people to not go to McD's which, a while back was a neat place to take your family for a celebratory Sunday. And second, because the government also decided to tax fast foods under the hypocritical excuse that Romanians are getting fat. Yeah, it's a crisis dumbasses: we're definitely NOT getting fat.
At any rate, McD's has once more proven its marketing acumen by turning the situation around with the two hit offers. They are positioned as "a full meal for only 10 lei" so basically what they are doing is saying that you can replace one of your daily meals with a McD Menu for a meanial price. And it worked. First, people assumed that they will beat the crisis if they eat this cheap cheap fast food. Second, people will get offended if the government taxes this cheap cheap means and makes it less available. Good job McD!
What is exceptionally striking about this also is how fast McD dropped the Health card which they played on all through 2008 before September. Gone are the huge OOH posters with fresh salad. McDs does TV now with "eat all you need for 10 lei" messages. Nobody's asking nutritionists anymore: because if we did they would tell us to eat healthy fresh food, which costs more than 10 lei to make. The age of the probiotic is dead. When the choice is something to eat versus nothing to eat, you go for something. It really does not matter if it's actual ...well, food.
image from here. Thank you.