Introduction-MC Light
MC Light would be an innovative approach to McDonalds’ business enterprise. The reason is simple the company would be able to establish a separate fast-food chain that will meet the growing demand for healthy food options. It is possible to list several reasons to invest in this expansion strategy:
- First is the growing population of young adults concerned with dishes’ health benefits in light of the growing percentage of obesity.
- Second is the potential hidden in the market of Hong Kong, the city in which citizens propagate fast eating habits. Consequently, making room for an opportunity that will satisfy the demand for both fast and healthy cuisine at a premium price.
- The third reason is the potential for high marketability and profitability and improving the main brand image.
Innovation
The reason for customers’ preference of MC Light could be hidden in the customers’ growing concern for sustainability and eco-friendly approach.
Combining the selling point of the main brand – tasty and fast delivery of food for the family – with healthy points of the MC Light would make it one of the key players on the market.
Although it is necessary to prepare diverse types of tasty dishes that would suit the goal of providing nutritious and healthy food.
The company may introduce three innovative points:
- MC Light will actively partner with trainers and gyms to provide people with real meal plans for workouts.
- The widespread availability of prebiotic and probiotic-rich beverages has prompted the development of functional beverages like kombucha and other related health drinks.
- Using a semipermeable membrane and the energy from osmotic pressure, the process of forward osmosis (FO) may purify water by removing dissolved solutes (Aquaporin, 2022).
- This process is more sustainable in comparison to conventional methods due to the lesser energy consumption and heat utilization which allows to preserve high quality of products (Aquaporin, 2022).
Market environment
Markets for health foods worldwide are broken down into submarkets defined by product type, sales channel, and regional/national markets. Natural health, functional, BFY, organic, and other segments make up most of the global health food market. The worldwide health food market may be divided into two broad categories: conventional grocery shops and internet marketplaces.
The market of healthy fast food is filled with various threats and opportunities.
Opportunities
Healthy food businesses have had to adjust to pandemic shutdowns. This raises worries about food availability and safety. The restriction of international borders has disrupted the supply chain, and food companies cannot get raw ingredients.
Many customers focused on health and nutrition in 2020. Several studies show that the pandemic increased interest in immune-boosting foods. This tendency is expected to continue in 2023.
Challenges
Two thousand twenty lockdowns boosted demand for different sales channels. Healthy food companies that could not handle different sales channels failed to adapt. Direct-to-consumer sales and customers eating at home increased in the business.
With the second wave of coronavirus in 2023, maintaining safety standards is vital to retaining customer confidence. Keeping employees safe and regaining workforce trust will be a struggle in 2023.
According to Yahoo Finance (2023) projections, the market for plant-based burger patties could grow by $2.13 billion through 2026.
Growth and strategy
In order to thrive in today’s fast-food industry, businesses need to expand by opening more restaurants at a quicker rate in prime locations. That is on top of constantly debating which eateries should be shut down and which should have facelifts to prevent sales from being siphoned off from one another. A franchise system’s ability to develop and improve depends on the management’s ability to handle intricate dynamics between sales success and patrons.
The 5-year plan includes several items:
- Analysis of countries to determine where people care the most about their diet.
- Preparation of a strategy for entering new markets.
- Gradual replacement of some of the company’s old restaurants.
- Increased presence in new countries.
MC Light would be an innovative approach to fast food which is typically unhealthy. However, it does not mean that typical marketing strategis for fast food will not be applicable. It is possible to integrate existing strategies of the brand to build customer loyalty to MC light.
These strategies would allow to build initial customer segment.
Combos allow for the sales of more product and attract customers in the similar manner to collectibles and kids menu. QR codes and single page menus allow for faster delivery and order reception while branded apps allow to expand the customer base. Unique promo options would be ideal way to attract new customer.
Conclusion
MC Light represents innovative approaches to food processing and fast food image which penetrates a new market opportunity. The market and the brand is expected to grow rapidly as customers adopt healthy eating habits. The strategy of expansion would start from the adoption of common marketing traits of the main brand name McDonalds. Consequently, it might be possible to rapidly expand the customer base.
References
Aquaporin. (2022). What is forward osmosis: Frequently asked questions. Aquaporin. Web.
Newsmantraa. (2023). Health Food Market to witness superb growth: Danone, PepsiCo, Amway, L T Foods. Digital Journal. Web.
Yahoo Finance (2023). Plant-based meat market size to grow by USD 12,532.87 million from 2022 to 2027; Growth driven by new product launches- Technavio. Web.