How did Create Your Taste affect consumer perception towards Macca's?
An Ipsos study shows how 'Create Your Taste' changed consumer usage, consideration, and attitude towards the fast food giant.
Sixteen years after McDonald’s was founded in the USA, it made its debut in Australia in 1971, with the doors to the Yagoona Store in Sydney opening to the public on December 30th.
In the years and decades following, McDonald’s has seen a successful expansion across Australia, with over 900 stores serving up both classic and new menu items, adapting to social demands for healthier options for children and adults alike.
For the first time in its history, McDonald’s has given the power to create new menu items to the customer. Launching in the Castle Hill, Sydney store in October 2014, Create Your Taste, saw an interactive menu provide visitors with the option to customise their burger, using premium ingredients in what the company acknowledge is a very “unMcDonald’s” move. A move which allows those with dietary restrictions such as vegetarianism and gluten intolerance to experience McDonald’s often for the very first time.
So how exactly has this affected usage, consideration and attitudes towards the brand?
October 2014 - Castle Hill ‘Create Your Taste’ store test
December 2014 - Three additional stores trial ‘Create Your Taste’ in Sydney and Melbourne
April 2015 – ‘Create Your Taste’ rollout to 10 stores
July 2015 –‘ Create Your Taste’ available in all stores nationally
While the stats remain relatively stable across the past year, there has been some fluctuation which is consistent with the notable months of store ‘Create Your Taste’ launch. Unsurprisingly, the introduction to the first store did not make a significant change to the figures however the effect of national rollout can be seen with a 42.2% increase in individuals agreeing that McDonald’s offers a wide range of menu choices. In July 2015 McDonald’s also saw uplift in usage of 14.2%. Over the coming months as awareness of Create Your Taste grows, it will be interesting to see further developments in usage and attitude toward the brand.
For information about the research work done by Ipsos please contact [email protected]
