I don't usually find myself recommending McDonalds (although, if you're going to have fries...), but as I was recently driving down I-75 in Michigan, I noticed a terrific, timely billboard. As most all of us have seen, in competing with the Starbucks coffee powerhouse, McDonald's in recent years introduced a line of specialty coffees that are easier on the pocketbook than those of Starbucks. Granted, they may not be quite as good for those of you who like your cup of Joe from Starbucks, but they are cheaper, and a noted substitute.
The brilliance in the message, however, is not that McDonald's is telling us that it sells specialty coffee, but that it has done so in keeping with the local needs. The 48601 zip code, along with numerous others all over Michigan has been impacted with the US auto industry on the verge of bankruptcy. McDonald's knew with the introduction of the speciality coffee that it had an opportunity to capitalize on the higher cost of Starbucks and other such specialty chains with a lower cost substitute, but they drove the message home - right to the zip code.
You too can have specialty, high-end, fabulous, grande lattes, but you don't have to pay the price...McDonald's has kept YOU in mind. You who live in Saginaw, Michigan.
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