McDonald’s is easily one of the world’s most recognizable companies. Their marketing strategy is impeccable and ingenious. McDonald’s has superior brand recognition, everyone (and I do mean everyone) can discern that the golden arches are a symbol of McDonald’s. While their marketing strategy is constantly receiving high praise, I feel that their public relations team should also be applauded.
Recently, Yahoo! Finance covered a story about the McDonald’s McRib sandwich. The story detailed how the McRib sandwich has attained an elusive quality, as it is only available for a limited time in various geographic locations around the country. This mysteriousness has resulted in a cult-like following for the McRib. Websites such as http://kleincast.com/maps/mcrib.php make searching for the McRib a hunt, a quest for the golden sandwich if you will.
The defining principal of public relations is to be the link between the public and the company. Obviously the public wanted its McRib sandwich and McDonald’s wants to supply their consumers with a popular product. The catch is, McDonald’s does not consider the McRib to be profitable year-round, therefore only releasing it in certain areas at certain times within the year.
The relationship between McDonald’s and the McRib consumers is one of trust and respect. McDonald’s does not advertise excessively for the sandwich, they rely on word of mouth and the influence of the die-hard McRib fans to spread the word. The McRib Lovers feel valued and respected, which helps support to their successive visits to McDonald’s.
McDonald’s has managed to find a segmented market and directly appeal to that base. Instead of completely removing the product from their menu, they have listened directly to their consumers about their wants and concerns. And this respect between the consumer and company is exactly what sets McDonald’s away from the pack.
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