The Stackpile

January 6th, 2009

McDonald’s looks good on paper.

After years of revamping the interior of McDonald’s locations across the globe, the chain has also decided to make changes to the way they package their food. With a focus on a more environmentally friendly and wholesome brand image, the restaurant’s packaging will now be made from a high percentage of recycled paper- an improvement from the non-biodegradable styrofoam and cardboard containers of the past.

McDonald's Clam Shells

Along with being eco-friendly, the containers will display images of some of the “fresh” products used to make the world-famous food. Photos of onions, 100% real beef, slices of cheese, and lettuce are shown on the the Big Mac boxes while the french fry sleeves display pictures of a semi-peeled potato. A similar approach is also used on the chicken sandwich and nugget packaging. The containers also possess short narratives on how each product is particularly unique and desirable to the consumer.

McDonald's Packaging

McDonald’s hope is that by focusing on the importance of locally grown, fresh, and high-quality products, consumers will think differently about the often stigmatized fast-food. Although they claim to be making efforts to stay ahead of obesity concerns, I’m not sure that adding a leaf of Iceberg lettuce to a 590 calorie, 34 gram of fat Big Mac will exactly entice the health conscious to trade in their salads and sushi.

Posted by Lindsay on January 6th, 2009
Filed under Branding, Design, Marketing, Miscellaneous | No Comments »

August 7th, 2008

Promotional madness

The NHL franchise will be selling Boston Bruins season tickets with a different approach this season. Not only has a balcony section of 500 seats been reserved for the ticket holders at the TDBankNorth Garden, but now fans’ ticket money will get them a feast of unlimited, sporting-event faves such as chili, hot dogs, fries, chips, non-alcoholic drinks and more to munch on during the games. The promo, known as”Hungry for Hockey,” will run season tickets at $1,677 per season or $39 a game. The promo was created in hopes of increasing ticket sales after a last regular season’s 41-29-0-12 record, as well as to show fan appreciation. Although seats are in the undesirable balcony sections of 327 and 328, rows 2-15, season ticket holders receive other perks such as discounts at the Bruins Pro Shop, a personal fan relations rep to help with special requests, the ability to purchase discounted playoff strips before the public, and a special invitation to a private event with Bruins players.Although a tantalizing offer, Bostonians have grown accustomed to championship teams, trophies, and rings, making more than all-you-can-eat concession snacks and slightly discounted tickets necessary to sell out seats at a Bruins game. Mathematically the tickets are a steal. Not only are they $6+ less per game than last year’s balcony season tickets, but anyone that has visited the Garden knows that food and drinks can and will easily add up to more than the price of a ticket. Although the promotion seems to offer a cheaper alternative for families and friends to experience a sporting event, despite all efforts, promo or not, it is the teams that drive the fans to the stands. The Garden is filled to capacity during Celtics games and fans don’t seem to mind spending money on overpriced hot dogs and beer. Fenway and Gillette are almost always sold out, and more often than not while watching the games on TV, fans can be seen shoving their faces with expensive treats, showing that all comes down to the experience of the game. People love their teams, love winning, and definitely love their game grub. Unfortunately, the Bruins aren’t loved, don’t win, and fans will pay for the same food the next night at the World Champion Celts game.

Posted by Lindsay on August 7th, 2008
Filed under Miscellaneous | Comments Off

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McDonald’s looks good on paper.

Promotional madness