The McDonald’s Menu Will Include Beer Options for Austrian Consumers
Riley von Niessen — June 16, 2016 — Marketing
References: independent & hypebeast
The Austrian McDonald’s menu is set to feature an unconventional addition with the inclusion of beer on its delivery menu.
The fast food superpower joined forces with a Vienna-based brewery Ottakringer for the promotion. To be eligible to receive the beer on the McDonald's menu, consumers must place their order through the delivery service specifically and make sure that the total amounts to more than $20. The campaign was created to celebrate the 2016 European Championships -- giving consumers the chance to mix fast food and alcohol in the most convenient fashion as they watch the game from home.
By offering consumers a free six pack of beer, the collaborative effort between McDonald's and Ottakringer gets them to taste the beer from the brewery and spend more on food at the same time, resulting in positive revenue for both companies.
The fast food superpower joined forces with a Vienna-based brewery Ottakringer for the promotion. To be eligible to receive the beer on the McDonald's menu, consumers must place their order through the delivery service specifically and make sure that the total amounts to more than $20. The campaign was created to celebrate the 2016 European Championships -- giving consumers the chance to mix fast food and alcohol in the most convenient fashion as they watch the game from home.
By offering consumers a free six pack of beer, the collaborative effort between McDonald's and Ottakringer gets them to taste the beer from the brewery and spend more on food at the same time, resulting in positive revenue for both companies.
Trend Themes
1. Beer Delivery - Opportunity for businesses to offer beer as a delivery option to enhance convenience for consumers.
2. Collaborative Promotions - Opportunity to partner with other businesses to create unique promotions that attract new customers and generate positive revenue.
3. Blurring Industries - Opportunity for fast food restaurants and breweries to blur the lines between their respective industries and offer innovative combinations.
Industry Implications
1. Food Delivery - Food delivery services can explore adding beer to their offerings to meet consumer demand for convenience and variety.
2. Breweries - Breweries can collaborate with restaurants or delivery services to expand their reach and introduce their products to a wider audience.
3. Fast Food - Fast food restaurants can partner with local breweries to offer unique promotions and tap into the growing craft beer trend.
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