Create Your Taste 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, …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. …show more content…
McDonald’s combined with Subway made up for 40% of fast-food sales in 2014. (euromonitor) With such a large amount of fast-food being consumed, there are a number of concerns about obesity, childhood and other, health risks and diet related diseases because the products contain high levels of salt, fat, calories and sugar. In order to prevent problems associated with ethics and regulations McDonald’s informs their customers of their balanced and quality products and all the information needed to make an individual decision. (businessethics) Telling the truth is an ethical standard and McDonald’s acknowledges that they may not promote the information with the food but it is easy to find out. (aef.com) Notably in the advertisements involved with this campaign, McDonald’s never suggests that the burgers are a “healthier” option just a an option that is “gourmet”. The Television advertisement referred to “Hello Harold” briefly touches on stereotyping referring to Harold as a “Foodie”, however not enough to cause offence but just as a generalization. (campaignbrief)