The Comedy Tree News Archive
McDonalds New Marketing Direction - April 22, 2004
This week, American fast food giant McDonalds unveiled a new range of children’s clothing called McKids, which went on sale in China with a view to a global launch in 2005.
After recently introducing healthier menu items, such as salads and grilled chicken, McKids is part of a broader change in direction for McDonalds, aiming to counter criticism that it has been the driving force behind the West’s obesity problem. The Comedy Tree spoke with CEO, Chris Bell, to find out more about company’s new initiatives.
“Part of the new strategy is to draw attention away from the problem” said Bell. “We want to discourage overweight people from being seen in our restaurants. We’re hoping to shame them into just using the Drive-Thru. In Ohio, we’ve installed scales under the doormats which, based on the customer’s weight, trigger music such as ‘Unskinny Bop’ by Poison and ‘Fat’ by Weird Al Yankovic. Watching them try to run is hilarious”.
“We’re also going to stop ‘selling-up’ to people with a weight problem. Our staff are being trained to sell-down instead. For example, they might say something like ‘How about a diet coke instead of the fries, fatty?’”
Asked about the death of former CEO Jim Cantalupo, who died of a heart attack last week, Bell replied, “It was an utter PR disaster. He fell to the floor in front of customers with a Quarter Pounder in his hand and started convulsing. Our Marketing Director was inconsolable”.
The company found itself having to re-think its marketing strategy as far back as 1998, when the original Ronald McDonald, Randy Wilson from Arkansas Texas, was arrested in a shopping mall for approaching young children covered in nothing but ice cream and his own faeces.
“The push into other areas will continue” added Bell. “To compliment the McKids range, we’ll also be launching a range of prams, gold-hoop earrings and track-suits”.
At The Comedy Tree this Thursday will be current Time Out Comedy Award Winner Will Smith modelling the new range of McDonalds lingerie, McF*ck-I-Look-Hot. He’s joined by Dan Thomas, Simon Feilder and glamour model Kerry Godliman. MC Pete Jonas will be providing free bikini waxes with all purchases over £20.
“Changes to the menu will also continue” said Bell. “You don’t see a lot of fat people in the Middle East and the Far East and we think it’s because they’re a lot more adventurous with what they eat. This summer, we’ll be trialling our new McGoat & Cous Cous Burger with Balti sauce. It’s very low in fat”.
