Ronald is introducing a new and bigger wrap. My wife and I sampled one a couple of weeks ago, and we liked it. (We opted for crispy chicken and bacon—yum!)
Yesterday, I was surprised to read the following line of copy on the sign outside the restaurant, beneath the golden arches:
Buy our premium McWrap.
Coming from a savvy advertiser such as Micky D’s, this marketing faux pas seems akin to a ketchup dispenser filled with horseradish sauce. Perhaps it was a harried manager’s knee-jerk reaction to a corporate bulletin. “Free trip to the Bahamas for the franchisee who sells the most new menu items!” Who knows.
I do know, however, in their haste to do business, marketers sometimes overlook a golden principle: It’s all about the customer. In this instance, the copy told me the opposite. It gave primacy to the purchase, the least desirable aspect of the transaction. It felt like a hand reaching into my pocketbook without a hint of benefit beyond the vague promise of “new.” In essence, Ronald “rapped his own wrap.”
Any of several alternatives would work better. Taste our new wrap. Try our new wrap. Share our new wrap with someone you love. Each presupposes the purchase and puts the customer in the experience of the product. The idea of a good experience wins the trial, and the good experience itself wins subsequent sales and endorsements.
I’m sure Ronald doesn’t need me to tell him this. However, it appears he needs to remind his managers.