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McDonald's 55 cent promotion

Author: David Robinson
Publisher: London : SAGE Publications Ltd, 2017.
Series: SAGE Knowledge., Cases.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
After decades of international success, by 1997, McDonalds faced slowing sales growth and stiff competition in the United States. Price promotion seemed like a good way to rekindle sales growth. However, in June 1997, McDonalds corporate management abruptly announced that it was cancelling its price promotion, "Campaign 55," which had been planned to last all year. The attention-getting pricing plan was to feature a  Read more...
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Details

Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: David Robinson
ISBN: 9781526409812 152640981X
OCLC Number: 1017725968
Notes: Originally published in Robinson, D. (2011). McDonalds 55 cent promotion. The Berkeley-Haas Case Series. University of California, Berkeley. Haas School of Business.
Description: 1 online resource : illustrations.
Series Title: SAGE Knowledge., Cases.
Responsibility: David Robinson.

Abstract:

After decades of international success, by 1997, McDonalds faced slowing sales growth and stiff competition in the United States. Price promotion seemed like a good way to rekindle sales growth. However, in June 1997, McDonalds corporate management abruptly announced that it was cancelling its price promotion, "Campaign 55," which had been planned to last all year. The attention-getting pricing plan was to feature a different hamburger-sandwich each month at the bargain price of just $0.55 (in honor of the 1955 founding of the fast food chain). The promotion began with the companys flagship product, the Big Mac®. Since the regular price of a Big Mac was close to $2, it was surprising that the company's loyal customers joined restaurant owners and howled in complaint about the "55" promotion.

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