McDonald's has once again shown why it is, hands down, the best fast food chain in the land. While some of you may see the introduction of the new 1/3-pounder as a non-event, I see brilliant business strategy.
With this new burger, they're now able to target a demographic that few people thought existed...the consciously obese.
The consciously obese are an interesting sort; a calculating and exacting people. People that you need to precisely satiate. People for who the quarter-pounder simply isn't enough, and for who the double quarter-pounder is simply disgusting.
Sure, the quarter-pounder is good for the classic fatass. And the double quarter-pounder is good for the indiscriminate obese. But there was nothing for the consciously obese...until now.
Why do you think McDonald's stock is on the rise? It's because they've just opened themselves to an entirely new niche.
No longer will they lose these consciously obese people Old Country Buffet or Golden Corral.
After this, there's just one more market to corner: the unyielding obese (The other group of people that go to the Old Country Buffet and just pull up a chair on the buffet line).
Expect "The Pounder" in the near future.
Hardee's is close to perfecting that technology: http://www.msnbc.msn.com/id/6498304/
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