Fast food lovers are going to be disappointed because McDonalds is putting the ax on some of their menu items, including the Chicken Select sandwich and Fruit and Walnut Salad. The popular fast food chain is also considering canning their Angus burgers. Unfortunately, these menu items did not earn the company enough money. For the longest time, McDonalds was able to beat out their primary competitors including Burger King and Wendy's. Both of those fast food chains have stepped up their game in terms of marketing.
Wendy's is currently trying to target consumers that are more self conscious of their waist lines. Their website background is tomatoes, lettuce, cheese and onions. There is also a fit person and beneath their bodies is a menu that works well for those watching their weight. The obesity rate is constantly increasing in America; this is a great way to draw in consumers. A sour cream & chives baked potato and a small chili, less than 550 calories, sounds like a steal.
Burger King's marketing technique is a bit different than Wendy's; lately they have been priding themselves are serving large, fire grilled burgers. One of their latest internet commercials features a bunch of people dancing in a Burger King because the whopper junior is just $1.29. The commercial is silly and appealing at the same time. They are giving their consumers a larger burger for less money. Most consumers would not deny they want more for their buck.
It looks as if the King of fast food chains, McDonalds may have to rethink their marketing strategies if they want to continue to compete and top their leading competitors. Not every menu item is going to work; that is utterly impossible but maybe if they began supplying their consumers with healthier options they will be able to remain number one.
