Magazine article Marketing

Welcome Break for McDonald's

Magazine article Marketing

Welcome Break for McDonald's

Article excerpt

Forte-owned Welcome Break opens its first McDonald's restaurants this week in a bid to bring high street brands to the hard shoulder.

The restaurants are likely to be the first in a series of well-known names brought in by the service station chain to fend off competition from a growing band of independents. The market was deregulated last year effectively halving the legal distance between sites.

"The industry used to have a captive audience mentality," said marketing director Mike Tye. "There is a lot more competition coming into the marketplace and we have to broaden our offer.

"There is an enormous floating vote and the challenge is to see if we can develop some brand preference. That's difficult when stations are 30 miles apart, but when they are ten miles apart, people may be willing to drive on for ten more minutes."

Tye was brought in at the start of the year from Whitbread where he was commercial director for the Beefeater chain. …

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