Bord Bia Brand Forum
Adrian Crean
Managing Director
McDonald’s Ireland
Customers at the heart of plan
Key customers trends
Where the food
comes from
matters
Source: McDonald’s Market Quest 2011
A new appetite
for smart, canny
shopping –
Survival Ireland
Trust deficit in Ireland
Need for transparency,
openness and
engagement
The Reality of Recession: Discretionary Income has
plummeted, but rate of decline starting to ease
Base: All adults 18+
Q.
About how much would you say you spend each week on things you buy for yourself including money spent on clothes,
eating out, going for a drink, going to the cinema, gambling, sporting activities and so on?
€90
€83.97
€80
€70
€60
€61.29
€50.94
€66.70
€71.38
€77.30
€75.07
€62.32
€54.62 €55.17
€50.05
€50
€46.68
€40
€30
€20
€10
€0
'01
'02
'03
'04
'05
'06
'07
'08
'09
'10
Apr '11
Jul '12
Rate of fall is starting to ease but we have less money in our pockets than
we did 10 years ago.
FAMILY
VALUE =
BRAND + PRODUCT + SERVICE + PLACE
PRICE
What drives value? In addition to affordable prices, aspects such as taste and trust are also key in driving
value.
Top drivers of value (image)
Affordable prices
Taste of food
Company I trust
Good employer
Food choices I can eat regularly
Makes me feel special
Conveniently located
Improving nutritional content
Environmentally friendly
Brand changing for the better
Top 10 drives of value identified by
TABOO driver analysis 2011
Base: All 4 week IEO users
FAMILY
Top Drivers of Trust?
Environmentally friendly company
Taste of food
Top quality ingredients
Socially responsible company
Brand changing for the better
Good quality food
Makes me feel special
Top quality beef
Enjoy spending time there
Good employer
Top 10 drives of trust identified by TABOO
driver analysis 2011
Base: All 4 week IEO users
Bray IS
O’Connell Bridge IS
CRISIS WAY OUT
Long
journey
2-3 years
Bumpy Road ,
with tensions
and emotions
Low to
negative GDP
growth
+ high level of
unemployment
MORE FRAGILE CUSTOMERS, THE YOUNG ADULTS,
ARE ABRUPTLY HIT
22,1%
Youth (-25 yrs old)
unemployment rate
Eurostat 2011 Q4
Ireland u-25
unemployment rate
31%
THE FAST GROWING
POPULATION IN EUROPE
28
THEY CAN’T AFFORD BRANDS ANY
MORE
THEY ARE MARKETING EXPERTS
THEY LOVE HAVING FUN… WITH A
PURPOSE
EVEN WITH LOW INCOME,
STRONG VALUES REMAIN
BEEF PRICE :
+ 14 % MID 2011
ATAWAD* CUSTOMERS
*Any Time, AnyWhere, Any Device
30
BAD NEWS TRAVEL AT THE SPEED OF LIGHT…
BEST-IN-CLASS PLAYERS HAVE STARTED TO WELCOME CONTRIBUTIONS
THE LAST MILE BATTLE
IS HAPPENING AROUND THE STORE
DATA IS A COMPANY’S BEST ASSET FOR
PERSONALIZED MARKETING
TECHNOLOGY USED TO BRING THE
BRAND TO LIFE IN STORE
DIGITAL IS THE CHANNEL FOR NEW
SERVICES
TALK WITH CONSUMERS AGAIN & AGAIN
THE CRISIS MINDSET
WHAT
FUTURE ?
SEEK
SECURITY
NO TRUST
IN BIG
NAMES
THE PULL
OF
COMMUNITY
NEW
VALUE
INSTINCTS
SEEK
EMPOWERMENT
THIRST
FOR THE
BETTER