All the Fries

Catharine Cody

A soon-to-be opened Missouri McDonald’s franchise, owned by Chris Habiger, recently announced that the new establishment will offer Earth-tone décor, a large kids play area, modern kiosks for placing orders and all-you-can-eat fries.

While Habiger’s new franchise certainly is innovative, and has created a ton of social media buzz surrounding his promise for all the fries, is it wise from a marketing standpoint?

Habiger hasn’t commented on his promise for all-you-can-eat fries, but explained his other innovations:

“Today’s customers seek a comfortable and inviting atmosphere,” he told the News-Press in St. Joseph, Mo. “So we’re committed to providing a modern look and feel to this restaurant.”

So, while the “all-you-can-eat” promise is picking up steam, Habiger’s other innovations are being completely overlooked. If Habiger truly wants a “comfortable and inviting atmosphere” for his consumers, the new décor, play area and technological modernization definitely fit the bill. The fries? Not so much.

The promise of “all-you-can-eat” fries takes away from his larger message of a comfortable and modernized McDonald’s.

So, the next time you want to rebrand, think about how your audience will perceive your message.  If it won’t be conveyed or received properly, it may not be worth the investment.