McDonald's Test Kitchen at Hamburger U developed many ideas for new products. What went wrong in their introduction with "Arch Deluxe" product line launch and what are the implications to market research?
McDonald's ventured into new product territory by creating the Arch Deluxe in 1996 and marketing it as the "burger with the grown-up taste." McDonald's began its fast-food empire in the 1950s as a family-oriented restaurant. Over time, it has developed an image that has largely been associated with children and food products that are more geared toward younger consumers. This is in large part due to Ronald McDonald, the Hamburglar, Grimace and other corporate mascots.
The fast-food giant led an effort to revamp its image and attract a more adult segment of the market. The Arch Deluxe was conceived and branded with a marketing strategy that was rife with images of young people rejecting the burger because of its more "sophisticated" appeal. The problem, however, was that McDonald's had taken itself out of its own element, as consumers didn't go to their restaurants for sophistication and refinement. Consumers go for other reasons, chief among them being convenience. A big part of that convenience is knowing what to expect from the customer experience.
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