Create Your Taste Campaign Analysis

In 2015 McDonald’s introduced a campaign that they believed would expand on their original brand. The Create Your Taste campaign is essentially a selection of 38 ingredients that consumers are able to pick and choose from to build their ideal burger. (maccas) Aiming to appeal to the ever growing “healthy boutique burger” consumers, this campaign allows the customer to individually decide on their own ingredients, therefore as gourmet as the customer wishes. Create Your Taste, otherwise known as CYT boosted sales just when the brand was facing intense competition from other burger chains, pizza places and sushi stores. (theaustralian) The idea was a bold decision for the company but enabled the brand to “reinvent itself” with premium ingredients, a dine-in style approach and a small degree of customer interaction. The easy to use touch-screen kiosks allows an undisturbed decision making process, unpressured and already offers options of designed deluxe burgers. An important design element is the automatic tally of kilojoules as per each ingredient so that the customer …show more content…
(theAustralian) The brand has one of the strongest marketing schemes, ranked third in Global Marketing Brand Effectiveness and has a most sophisticated, extensive and integrated communication strategy. (digitalagency) (thedailylife) McDonald’s has the largest brand value out of any fast food industry, with a total worth of US$81,162 bn. With the progression of CYT campaign, Dr Rohan Miller believes that McDonald’s is moving towards a higher market niche. (abc.net) IBISWorld indicates that McDonalds as a fast food chain, holds a 16.5% market share of the $15 billion fast food industry in Australia. (theAustralian) (ibisworld) After a 7.4% decrease in revenue, McDonald’s launched McDelivery which does as the name suggests, then again in 2015 introduced Create Your Taste, increasing revenue by 2.2% and $2.35 billion.