Tough Swedish consumers key when McDonald’s restore brand equity

McDonald’s Company is about to use the Swedish market as a test market for their new concept. The concept includes a new design of the hamburger restaurants, healthier food and menus, and the introduction of coffee shops. The restoring of McDonald’s brand equity in Sweden is a pilot project and the world is watching. How the new environment and the new trends at McDonald’s will affect the company’s business in Sweden is most certainly decisive for the hamburger giant’s development worldwide.

 “Swedish consumers are the toughest in Europe, maybe in the world. They are used to high standards and have high expectations. If you manage to win the heart of the Swedish consumers, you have all options to do so anywhere else” says Shaun Herbert, MD at advertising and PR agency DDB.

McDonald’s have experienced a declining profitability over the last years. The hamburger giant has, despite the introduction of a more healthy profile, not managed to restore the profitability and the image of McDonalds yet. The BSE crisis, the movie “Supersize me” and the acryl amide alert recently directly affected the company’s business.

Source: www.di.se

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