More innovation to come from Macca's, Euromonitor predicts
After the fast food chain revealed its gourmet breakfast menu, Euromonitor expects more innovation to come.
Julia Illera, Research Analyst, Euromonitor International, said, "McDonald’s Australia, through both company-owned and franchised outlets, maintained its leading position in in 2014. However, the company’s overall market share has been declining as a result of strong competition and some reputational issues, which have forced the company to introduce numerous initiatives to reposition the brand in the Australian market."
"For example, in 2014 the company launched the “Un-McDonald’s” marketing campaign to create awareness of numerous and noticeable changes in its business, including the Create Your Taste concept and The Corner café."
"More recently, the company is trialling its Gourmet Breakfast menu in a suburban Brisbane outlet, which includes items such as chipolatas with wilted spinach, smashed avocado on sourdough with crumbled feta, bacon and eggs rolls on brioche buns, and Belgian waffles," she said.
"McDonald’s’ initiatives also come at a time when consumers in Australia have become avid foodies, keen on food with a distinctive positioning and looking for a novelty eating experience."
"Thus, more innovation in terms of offering and experience from McDonald’s is predicted in the short term, as the company continues to adapt and respond to local preferences, as well as to look for a new concept that can be replicated in other markets, in the same way McCafé become a global success. However, the success of McDonalds’ initiatives will largely depend on the company’s ability to extend the brand beyond the core fast-food restaurant concept without diluting its appeal to its core consumers," Illera said.
