Magazine article Marketing

McDonald's Diversifies Brand in European Trial

Magazine article Marketing

McDonald's Diversifies Brand in European Trial

Article excerpt

McDonald's is attempting to make up for sluggish restaurant sales with the introduction of a strategic extension programme, beginning with the launch of its own-brand ketchup, which it has put to market in Europe.

The company, which is trialling the sauce in German, Austrian and Polish supermarkets, has also launched a range of branded children's clothing and shoes through Wal-Mart stores in the US.

Mats Lederhausen, vice-president for corporate strategy, McDonald's, is believed to be leading the programme. Appointed a year ago, he reports to chief executive Jack Greenberg.

Greenberg said: "We have an obligation to explore ways to leverage our brand. This is an enormous opportunity to find new streams of income."

In just a few months, McDonald's ketchup is understood to have captured about 3% of the German ketchup market, which remains dominated by Heinz (22%)

McDonald's is also considering further brand extensions into areas such as snack foods, books and videos. …

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