There’s something happening in the fast food industry — premium burgers. Actually, it’s been happening for awhile, but the latest market entry comes from McDonald’s with its Angus Third Pounder. It’s the franchise’s most expensive sandwich — a $4.00 price tag — and with it comes the hope it will lure consumers away from sit-down restaurants. It’s all part of an image makeover for McDonald’s which hopes to fight disappointing sales figures with these new premium burgers and McCafe premium coffees.
In addition to its supposed yum factor (I’ve yet to try it) part of its success has to do with aggressive promotional tactics. From September 13th through the end of the month, McDonald’s is offering commuters in six U.S. cities a free pass on public transit systems along with a coupon for a free Angus burger.
The first “Try Free, Ride Free” promotion took place Sunday in Denver and cleverly coincided with the Broncos game. DIY and on-street tactics are also being used. In Kansas City, for example, consumers have the chance to craft two-word headlines promoting the burgers with the winning headlines displayed on electronic billboards September 24. You can see some of the entries here.
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