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Mc'Fresh' Beef

Yet another food based market development but this time in the US where McDonalds have announced plans to start producing their burgers with fresh rather than frozen beef patties. This move is seen as an attempt to fight off increasing levels of competition from premium burger chains and alternative fast food providers. With McDonalds already modifying their menus in recent months, is this another sign that the once dominant giant is starting to feel the pressure of changing consumer tastes?

A great article from the BBC to use as an introduction to marketing strategy, product portfolio and product life cycles. [Click on image to read full article].

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