Angela Lowe — June 2, 2006 — Lifestyle
References: sky & news.agendainc
McDonalds is to launch a special World Cup burger that is said to be bigger than their Big Mac. Now get this the burger is supposed to be 40% larger than the Big Mac. The calories associated with this one are 669 and I'm not sure what the fat will be, but I'll make a guess of 40 to 50 grams. The new burgers will only be on sale for a six week period. This move has created some outrage from health campaigners and Liberal Democrat MP Steve Webb has actually ordered a petition against the burger because of the possible effect it will have on children's diets.
Trend Themes
1. Bigger Burger Trend - As consumers look for more indulgent meals, the popularity of oversized burgers is rising, offering opportunities for fast food chains to innovate and capture a wider market share.
2. Limited Edition Menu Trend - Short-term menu items create scarcity and urgency, generating hype and excitement around major events, such as sporting championships, and encouraging repeat visits.
3. Health Backlash Trend - As consumers demand healthier options, fast food chains must respond with strategies to address concerns about calorie-packed products and criticism from activists and politicians.
Industry Implications
1. Fast Food Industry - As fast food chains battle for customers' attention, offering limited edition, larger and healthier products could give them a competitive edge.
2. Sports Event Industry - Collaborations with major sporting events or sporting franchises can turn fast food chains' challenges into opportunities to showcase new products, reach more customers and maximize sales.
3. Campaigning and Advocacy Industry - As concerns about obesity and health continue to increase, campaigns and advocacy groups will likely keep playing an important role in shaping public opinion about fast food, creating new opportunities for socially responsible innovation.
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