From a CNN Money report comes this:
NEW YORK (CNNMoney.com) – In a move away from its iconic burgers, McDonald’s is looking to new chicken products, coffee and fresh foods such as salads and fruits to help spur sales in 2006 and beyond, the president of McDonald’s North America, told a gathering Monday in New York.
Ralph Alvarez, speaking on the second day of the National Retail Federation’s 94th annual convention, said current eating trends dictate how the No. 1 fast-food chain tweaks its options.
“Beef sales have been flat year over year, while chicken product sales are growing 8 to 10 percent a year,” he said. “As a brand we have to follow trends.”
Is there any wonder why McDonald’s is dead in the water? The president of its North American business thinks that the role of a brand is to follow trends!
Ladies and gentlemen, the role of a brand is to make the trends, not follow them. If you can’t do that, if that’s not your mission, then just roll over and die.