McDonald's 55 cent promotion / David Robinson.

Format:

Book

Author/Creator:

Robinson, David, author.

Series:

SAGE Knowledge. Cases.

SAGE Knowledge. Cases

Language:

English

Subjects (All):

McDonald's Corporation.

Fast food restaurants--Marketing.

Fast food restaurants.

Fast food restaurants--Prices.

Consumer behavior.

Prices.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : SAGE Publications Ltd, 2017.

System Details:

text file

Summary:

After decades of international success, by 1997, McDonalds faced slowing sales growth and stiff competition in the United States. Price promotion seemed like a good way to rekindle sales growth. However, in June 1997, McDonalds corporate management abruptly announced that it was cancelling its price promotion, "Campaign 55," which had been planned to last all year. The attention-getting pricing plan was to feature a different hamburger-sandwich each month at the bargain price of just $0.55 (in honor of the 1955 founding of the fast food chain). The promotion began with the companys flagship product, the Big Mac. Since the regular price of a Big Mac was close to $2, it was surprising that the company's loyal customers joined restaurant owners and howled in complaint about the "55" promotion.

Notes:

Originally published in Robinson, D. (2011). McDonalds 55 cent promotion. The Berkeley-Haas Case Series. University of California, Berkeley. Haas School of Business.

Includes bibliographical references and index.

No ILL or scholarly sharing allowed.

Description based on XML content.

ISBN:

9781526409812

OCLC:

1017725968

Access Restriction:

Restricted for use by site license.