Monday, March 06, 2006

Mc Donalds Japan goes premium

Premium products are currently all the rage in Japan. Mc Donalds is no exception, and seems to be quite successful with the Ebi Fillet-O, a fried prawn sandwich with a relatively high price tag of 270 Yen. It was introduced in autumn 2005 and is reportedly a success especially with younger women, while the model used in the campaign is a hit with the younger male demographic.

For McDonalds, this seems to mark a turn away from the discount strategy of the“100 Yen Campaign” where a whole menu of items was offered for the price of 100 Yen each, and a new focus on premium products with a higher value-added.


Post a Comment

<< Home