Constant Change


 It is said that the only constant thing in life is change.  This holds true in so many aspects.  Let’s take a look at it from a marketing perspective.  We all know that the Golden Arches has served billions.  We should all be very familiar with their signature sandwiches.  Now, the fast food giant has changed their course.  They are rebranding themselves and their locations as the place to go for a cyber café.  You may hear a commercial for a burger here and there, but the focus is on beverages: cafés, smoothies and chillers.  Their restaurants, providing Wi-Fi, including televisions stuck on news channels and very few are offering playgrounds are now the norm.

     These arches are not the only one changing things up.  The donut shop that everyone was running to has expanded their breakfast menu, highlights their various cold and hot beverages and has even changed their signature donut logo to a coffee one. 

     One company that has seemingly lost sight of staying relevant used to be king.  Until recent, their menu has varied very little.  Their commercials were even more bland and dated than their menu.  Just this year they are pushing smoothies and iced coffee.  Their contentment with their menu and hopefulness of their customer’s brand loyalty has caused them to drop in ranking.   The chicken wrap has been there, done that.  The red and yellow had such a lead on the smoothies that the crown is now looking like just a copycat.

     The lesson in all of this?  Don’t wait until the marathon is almost finished to start running the race.  Two fast food retailers didn’t get rid of their core menu, they added to it in order to keep up with customers’ demands.  In order to stay in the game, you have to be open to change and be willing to shake things up.


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