Angus Burgers A Hit With McDonalds

AUSTRALIA - Unprecedented demand for the Mighty Angus and Grand Angus burgers at McDonald’s has boosted overall beef sales through this high profile chain and a revitalised promotional campaign will ensure this growth continues.

5 May 2010

1 minute read

Oceania

That was the message from McDonald’s Director of Purchasing David Gibbs at the Angus National Conference at Albury, New South Wales.

The carefully researched sales forecasts for the Angus offerings were shattered within days of the launch last year with sales being up to 400 per cent greater than forecasts.

“This was the most successful product launch in the history of McDonald’s in Australia”, said Mr Gibbs.

McDonald’s five year old ‘re-imaging’ programme modernised their restaurants, introduced healthier meals and offered espresso coffee over the McCafe counters.

“We had introduced a lot of chicken and needed to re-focus on beef and identified Angus as the premium product available,’ said Mr Gibbs.

Certified Australian Angus Beef became the independent validator to ensure product integrity.

A huge advertising campaign accompanied the launch and subsequent consumer surveys indicated 52 per cent recall of the McDonald’s Angus advertisements while the industry standard for advertisement recall is 15 per cent.

While the Angus burgers took a small amount of sales away from other beef products, the overall beef sales at McDonald’s has jumped and ‘continues to this day’ according to Mr Gibbs.

In another exciting development, he revealed that several neighbouring south east Asian countries were looking towards introducing similar Angus products, all good news for Australian Angus producers.