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Monday, March 28, 2011

How Ronald Scratched Angus' Back

'You scratch my back and I'll scratch yours' is an adage used in many business settings today. The thought that entities could be mutually beneficial to one another has caught on quick in today's society. Just take a look at McDonald's and the Angus breed. Today I was in McDonald's for a quick burger before heading home on the train and noticed the sign for the Grand Angus burger - sounds delicious right? That's the point.

The Australian Grand Angus burger

Across the U.S. and now Australia, Angus has become the breed of cattle that society associates with hamburgers. This bodes well for both parties - McDonald's Australia experienced sales up to 400% greater than forecasts after the launch of their Angus line. In the U.S., the Angus burger accounted for a 2.2% increase in sales after the introduction of the premium burger line. On the cattle side, consumers around the world are now putting a 'face to the name' in terms of knowing where their food comes from. The Angus breed is getting a lot of face time with the new line of fancier burgers. Think about it: consumers see the Angus brand name flashed across their screen during a McDonald's commercial and hopefully their interest sparks in the beef industry. They do a little bit of fact finding to learn more about beef production, discover that farmers and ranchers take utmost pride in the care of their livestock and BAM!, a beef industry supporter is unveiled.

Think about what the impacts on other livestock industries could be if other restaurants were to brand their products with breed names. Famous Daves could introduce Berkshire Gold pulled pork sandwiches and what if Nando's marketed Dorset kebabs? Oh, the publicity those breeds would get! Instead of talking about the changing climate or the kids, commuters might be overheard "Wanna do lunch today? I've been dying to try a Berk Bun!"

Until next time,
~ Buzzard ~

2 comments:

  1. In some ways I am not sure this is actually good for the Angus breed. Anything that isn't CAB doesn't meet the specifications that have been set by the Angus breed. So it is lower quality product. A worry of a lot of Angus producers is that consumers will associate this lower quality product with CAB.

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  2. I am assuming this is rtokach....

    I see your point. However, I was thinking more that the Angus name could potentially spark interest in the beef industry and cultivate a closer producer-consumer relationship.

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