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The case reminds us of the challenge in operations within fast food, where brands such as Burger King They have given insights about it.
A study titled “The Workday Consumer Has Logged In” realizes the challenges in marketing.
The challenges for marketing is to relate what is communicated with what is done internally, as we will see with the cases of McDonald’s and Burger King.
A tiktoker said to reveal the secret of why French fries McDonald’s they “taste so good,” but what he actually did was cite a stance on this question, which the company made public in 2021.
This case leads us to review the marketing challenges that were identified by “The Workday Consumer Has Logged In”.
Within this investigation, it was identified that the main challenge for 38 percent of marketers is to promote decision-making with customer information; Knowing how to attribute marketing performance to individual programs, campaigns or channels for 35 percent and 34 percent felt the challenge was determining the most valuable channels on which to focus ad spend.
The secret of potatoes
A tiktoker He claimed to have revealed the secret to the “so good” taste of French fries. McDonald’swhich in Mexico are sold at a price of 29 pesos in its small presentation, 48 pesos in its medium presentation or 56 pesos in its mcpotatoes with cheese, this via apps of delivery as Uber Eats.
@jordan_the_stallion8 #stitch with @youraveragetechbro #fypシ ♬ original sound – Jordan_The_Stallion8
jordan howlett (@jordan_the_stallion8, TikTok) highlighted that the characteristic flavor of French fries from McDonald’s it is due to the natural meat flavor with which they are cooked in the vegetable oil that fries them.
The confession is nothing more than a reply to the declaration McDonald’s offered on your site Web in 2021, where he clarified the question about what kind of flavor he adds to his fries when preparing them.
“When our suppliers partially fry our cut potatoes, they use an oil blend that contains beef flavoring. This ensures the delicious and recognizable taste that we all love from our World Famous Fries. The chips are cooked in our kitchens, seasoned with salt and served hot,” the company explained in 2021.
This response was converted into content by the aforementioned tiktokerwho called the fact bad news for vegetarians.
The “revealed” secret that ended up being the quote from a statement he gave McDonald’swhich the company made in 2021 is part of the controversies in operations that fast food chains face and that has led them to face criticism.
Burger King He has had his own controversial company, when in 2019 he launched the whooper vegetarian, with which he sought to conquer the segment of consumers identified as vegetarian, only that the strategy of marketingwith which he announced his alliance with Impossible Foodsthe supplier of the meat substitute, had nothing to do with internal operations as it was known at the time that she began to cook the meat substitute platters on the same griddle where she cooked the meat of animal origin, for which vegan purists did a viral call against the brand in networks.
“This is not really about the purity of the products that are cooked next to it (…) People choose vegan options because they care about animals and the environment. We believe these benefits really outweigh any concerns about cross-contamination,” argued the then-campaign manager for PETA, Ashley Byrne.
The challenge for brands to bring what they sell with marketing (images of great-tasting products or the promise of being made with meat substitutes) to their business operations is evident in the two cases mentioned above and they warn us how important it is to the relationship between what is marketed and what is done internally to meet the consumer demand that is sought becomes innovated.
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