McCafe Australia – “getting in with the locals”
Late last year, with no direct marketing support, ‘The Corner’ was opened in Camperdown, an inner west ‘Hipster’ suburb of Sydney. According to reports, ‘The Corner’ is a McDonald’s McCafe ‘test lab’. In short, it’s a concept store where the ideas of marketing executives can jump out of the powerpoint, into the fryer/quinoa and onto your tray/bread-board. In Australia, McDonald’s profits have been falling for a while, particularly in inner city locations where there are many more tasty and healthy options for Australians to choose from. ‘The Corner’ appears to be a creative (and expensive) experiment in customer research, testament to the idea that although brands may be global, their success needs to come from the local.
Find out more here:
http://www.lifehacker.com.au/2014/12/taste-test-what-its-like-at-the-corner-the-experimental-australian-mcdonalds-outlet/#TheCorner
Contributed by CynthiaSear on 09/02/2015
