The Golden Arches of McDonald's are Now Marking Ingredient Sources
Laura McQuarrie — October 29, 2021 — Marketing
References: adweek
The Golden Arches of McDonald's are ordinarily used to indicate that a restaurant is nearby and for the first time ever, the fast food chain is using its restaurant signs to make where its ingredients are sourced from. This stunt is meant to underline the freshness of the chain's ingredients and connect customers with where their meals come from.
The Everything Has an Origin campaign drives home the claim that 70% of McDonald’s ingredients in the country come from local suppliers, and people will now get to see some of the farms that are part of that supply chain. One of these locations is a field in Murcia, Spain, where lettuce is grown. At another location in Lugo, cheeses are made.
The Everything Has an Origin campaign drives home the claim that 70% of McDonald’s ingredients in the country come from local suppliers, and people will now get to see some of the farms that are part of that supply chain. One of these locations is a field in Murcia, Spain, where lettuce is grown. At another location in Lugo, cheeses are made.
Trend Themes
1. Transparent Ingredient Sourcing - Companies in the food industry are providing additional information about their ingredient sources to build customer trust.
2. Farm-to-table Marketing Campaigns - Food companies are implementing marketing campaigns to showcase their farm-to-table storytelling to gain a competitive edge.
3. Local Sourcing Emphasis - Increased emphasis is being placed on locally sourced ingredients by companies as a way to appeal to health-conscious and environmentally aware consumers.
Industry Implications
1. Fast Food - Fast food chains can use transparent sourcing to build trust with customers and differentiate themselves from competitors.
2. Food and Beverage Manufacturing - Food and beverage manufacturers can use farm-to-table marketing campaigns to showcase their supply chain and appeal to consumers who prioritize fresh and locally sourced ingredients.
3. Agriculture - Agricultural companies can capitalize on the increased demand for locally sourced ingredients by partnering with companies in the food industry that prioritize sustainability and transparent sourcing practices.
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