Final Customer Purchasing from the Product Producer

Use Steps: Use steps include all the customer's value added activities or the consumption of the product itself. These steps include all the costs the customer incurs in employing the product in its intended use.

Experience: Enhance the experience the customer has with the product

2. Associate the company or the product with an image to increase customer pleasure in using the product

C. Project an image of the values of the firm


Offering healthy choices

No. SIC Year Note
1 5812 1991 McDonald's McLean Deluxe, a beef and water burger, keeps its percentage of fat under the 30% level recommended by the American Heart Association.
2 5812 2004 Dunkin' Donuts has been revived thanks in part to better execution and a strategy that stresses beverages rather than carb-laden doughnuts.
3 5812 2003 Salads are hardly new to fast food. In 1979, Wendy's installed its salad bars, which have since been yanked, and McDonald's more recently began serving salads in a cup. But not until the Wendy's introduction last year did a fast-food salad succeed at drawing customers who normally avoid burger joints. The Dublin, Ohio, chain's research indicates that 30% of its current salad eaters would have gone elsewhere. Especially encouraging is that the salads are appealing to women. With men making up the majority of fast-food sales, women are crucial to building market share.
4 5812 2003 Wendy's used to rule the fast-food salad market. In the mid-1990s, its own internal research indicated that the chain had a dominating 36% share of the salad market among burger chains. But by 2000, that figure had withered to 26%. Competition, Wendy's discovered, no longer was just from fast-food joints, but from groceries, deli restaurants and casual-dining chains such as Chili's Grill & Bar, a unit of Brinker International Inc.
5 5812 2004 McDonald's began offering the first ever Happy Meal for grownups: an entrée, salad, a bottle of Dasani water, and a "stepometer" to combat its unhealthy image. The salads are attracting moms and young women alienated during the 90's. All-white meat nuggets, apple slices and low-fat "milk-jugs" are added as Happy Meal options while Super Size fries and soft drinks have been dropped. McDonald's began experimenting with higher-quality ingredients and introduced Newman's Own dressings, linking the entree to actor Paul Newman. McDonalds managed to sell 150 million salads in 2003 and the average check for someone buying a premium salad is more than $8, nearly double of the typical bill, adding extra incentive to promote the products.
6 5812 2004 Since the nation's obesity rates have shot up, fast food chains have come under attack from lawyers, the media and the government for fomenting the problem. At the same time, the low carb craze has caused restaurants such as Kentucky Fried Chicken to shorten its name to KFC to de-emphasize the "fried." Wendy's International started experimenting with wraps and salad bars. Last month McDonald's rolled out "balanced lifestyles" campaign which offered expanded menu options, greater nutritional information and encouragement to exercise.
7 5812 2003 In an effort to cater to an increasingly carb and calorie conscious clientele, Ruby Tuesdays rolled out more than 30 new low-carb menu items and will add low-carb and low-fat selections. The new selections will allow the restaurant to cater to all segments of the market and retain customers who are dieting. Replacing soybean oil with canola oil lowers saturated fat intake. Competitor Applebee’s is launching a similar initiative in a smaller scale with Weight Watchers menu. Ruby Tuesday's changes are more aggressive, the chain promotes the dishes and they are priced the same as regular menu items. They are also bringing more attention to their unique all-you-can-eat salad bar as an alternative for health conscious diners.

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