Branding Branding Branding is essential to the success of any business. You might think you have hit it big time when you can afford ditch your branding efforts and create a major advertising campaign around close ups of your foods. If you were a McDonald’s ad executive that seems to be the case. Introducing the McCloseUp campaign: to capitalize on the recent trend of food porn.
Maybe in the 1950’s this wouldn’t be so risky. McDonald’s after all was revolutionizing the restaurant industry and changed the farming and food distribution business. Opened in 1940 by brother’s Dick and Murice (Mac), McDonald’s populated Route 66 in San Bernardio California. The brother’s noticed that almost all of their profits were coming from the sale of their hamburgers so they created the “Speedee Service System” of food preparation. The end result, they were able to reduce the cost of creating the burgers and create a franchise business. In fact their 100 millionth hamburger was served shortly after in 1958. Source [http://www.livinghistoryfarm.org/farminginthe50s/life_16.html]
Fast forward to today and the National Restaurant Association says that the American sales of fast food totaled $163.5 billion dollars in 2005. McDonalds grew in 2005 5.6 percent globally with 30,000 franchised stores in more than 120 countries. Source [http://science.howstuffworks.com/innovation/edible-innovations/fast-food3.htm]
Is this a risky move for McDonald’s to eliminate the golden arches in their advertisements? Or is their food so well known it won’t make a difference? Is their hamburger so recognizable that 100% of the time the consumer knows McDonald’s? Perhaps the signature Big Mac isn’t easily mistakable but what about the Sundae?
According to the Toronto Star, Sharon Aschaiek suggests that your brand isn’t your logo but your companies identity which consists of differentiating your message, knowing your competition, targeting your audience creating your vision and bringing it all together. With that all said, I think this is a major fail for the restaurant giant. Targeted campaign? Nope. Differentiation? Not really… it’s rather boring. Anyone can close up their food. Maybe that’s what they would have done ran a campaign called “your McCloseUp” featuring their customers from around the world eating their product. Obviously the product would look the same, but who is eating it…. Wouldn’t that create a buzz?