In announcing disappointing sales for February this week, McDonald’s Corp. said its near-term goal is to “reassert McDonald’s as a modern, progressive burger company.” What does that mean? In Switzerland, at least, it means positioning McDonald’s as an upscale, better-burger competitor with chef-created menu items available nowhere else.
The Classic, by René Schudel
Overshadowed last week by the clamor of a management shift at McDonald’s Corp. were significant changes at one of Big Mac’s toughest competitors. Jack in The Box, the No. 5 burger chain, quietly moved its menu and its dining experience a notch more upscale, small shifts that will result in the repositioning of the brand […]
Five years ago Wendy’s was the first national chain to add a blue-cheese-topped burger when it introduced the Bacon & Blue. Now it updates the idea with the Bacon and Blue on Brioche burger, which joins its menu this week.
The build includes crumbled Wisconsin blue cheese, three strips of applewood-smoked bacon, spring mix and […]
There’s a thaw under way that’s not just melting ice, it’s slowly melting away the fear of being too upscale that has gripped quick-service restaurants for the past year. From Burger King’s $1 BBQ Rib and McDonald’s Dollar Menu & More to Sonic’s $1 hot dogs, Checkers’ $2 Buffalo Chicken Strips and Jack in the […]
McDonald’s next week will introduce premium-price Bacon Clubhouse beef and chicken burgers in an attempt to regain its pricing equilibrium after a long spell of Dollar Menu & More budget-price promotion.
McDonald’s describes the Bacon Clubhouse as “Thick-cut Applewood smoked bacon, caramelized grilled onions, white Cheddar, crisp leaf lettuce and fresh tomato, […]
Red Robin Gourmet Burgers’ new advertising campaign focuses on burgers while simultaneously promoting its variety. “24 burgers. A million reasons” is the new tagline from Vitro, selected as national creative agency of record in January.
The new face of Red Robin is an adult face.
Three new 30-second TV spots all feature the same […]
The Counter’s Founder Jeff Weinstein says the company’s new fast-casual prototype has the potential to take the brand where it could not otherwise have gone while also freeing the original concept to evolve.
The first location for Built Custom Burgers (a play on The Counter’s “Custom Built Burgers” sub-theme) opened last week by the University […]