This blog is about a product that was marketed to the public and launched, but in the end the new product had failed. The product I will look at is McDonald’s Arch Deluxe Hamburger. The company had created this product in order to have a “high-end” burger that strayed away from the traditional fast food/cheap price mentality. McDonalds marketed the new product towards adults because of the relatively high price for a McDonald’s burger. I believe there were many factors that played a roll in the demise of the Arch Deluxe, the consumer behavior of the time did not mix well with the new product. Factors such as Social Class might have impacted the product’s failure because a majority of customers at McDonald’s tended to be from lower income families. The majority of customers at the fast food chain are already on a tight budget, so introducing an expensive burger option does not entirely mix well with their traditional menu. The product launched in 1996 behind one of the most expensive advertising campaigns done by a company. One might wonder if so much money was invested, how did the product fail? The perception of the burger by consumers was rather negative because the burger was high in calories (very unhealthy) and at such a high price. Consumer attitude had a large impact on the product because they simply did not want an expensive “high-end” burger from the fast food chain.
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