Pandora. Spotify. Custom car add-ons. No mayo or bread, and can I sub a salad? Today, we want everything to be personal, customized. There’s no more “one size fits all” in our global economy. Products must not only meet consumers’ needs, but fulfill their desire for personal attention. McDonald’s is the latest big box chain to jump on this trend, slashing low-sale products in favor of faster operations and a customization station. The store is focusing on its core dishes, while also rolling out free-standing stations in the restaurants where guests can customize their order with different condiments and add-ons. It’s a smart move. They missed the target on attracting Millennials with a variety of new wraps, and are refocusing on what works. But with options. Now the question is how to market it “having it your way,” without, you know, saying that.
Trimming the Fat: McDonald’s Cuts Low-Sale Products, Focuses on Customization
