Some people say that this winter in 2118 was particularly cold. However, the days of some enterprises are still very prosperous.

like McDonald's.

As a frequent visitor to McDonald's, I found that they have four particularly interesting phenomena to discuss with you.

1. Why does McDonald's coffee have to be refilled, but it has to be divided into small and large cups to earn the difference?

2. why is it limited to breakfast time?

3. Why can only coffee be used for refills, but not soy milk and cola?

4. why can you stay in McDonald's all day even if you don't buy anything, and the staff won't kick you out?

1

Different consumers have different consumption pain points

Unlike Coke and Sprite, there are large cups, medium cups and small cups. McDonald's coffee is only divided into large cups and small cups. Careful observation of consumers should find that a large coke is 4 yuan more expensive than a small coke, but a large coffee is only 1.5 yuan more expensive than a small coffee.

why is this?

according to normal habits, consumers naturally tend to choose a large cup, because the price difference is only 1.5 yuan. I'm sure some people will ask, didn't the person who bought the small cup of coffee suffer a loss and be robbed of wool?

NO！

Maybe many people don't know it yet, or maybe many people know it but have never tried it. That is, McDonald's coffee can be refilled for free. However, it is limited to breakfast time.

Some people may see the contradiction. Why do consumers spend 1.5 yuan more on a large cup when they can refill it?

it turns out that in the actual consumption process, there are often two types of people. One is that you have plenty of time and can enjoy breakfast in the store; Another kind of people, especially office workers, are short of time and tend to pack and take away.

Therefore, consumers who eat in the store can choose a small cup of coffee and just refill it after drinking it. For packaged consumers, it is obviously more cost-effective to choose a large cup, because it is hard to say that you will turn the corner and run back for a refill.

for breakfast consumers, time is the pain point. McDonald's used a seemingly redundant setting to meet the needs of different consumer groups, making both groups feel "earned".

isn't this marketing technique clever?

2

Why is breakfast only limited?

in fact, consumers don't have to think that McDonald's will lose money. On the contrary, McDonald's is happy to take it away or refill it indefinitely in the store.

why?

It goes without saying that packing and taking away can make more space for McDonald's; Even if you are a diner, ask yourself, would you choose to have a cup of coffee and eat nothing in the morning?

at least in the eyes of most consumers, drinking coffee is an accessory, and McDonald's hamburgers and porridge are what fills the stomach.

in other words, coffee at this time plays a more drainage role. Just like many restaurants, rice can last indefinitely, but as a consumer, you can't just eat without ordering.

the reason is the same.

What's more, McDonald's has already included the cost of refills. Generally speaking, McDonald's cups will soften and deform after three refills at most. At this time, even if you can drink, you are unlikely to refill them.

so, why is it limited to breakfast time?

in my opinion, McDonald's thinks so.

First of all, consumers in China don't like drinking coffee, especially going to McDonald's for breakfast coffee. This has the effect of cultivating consumers' habits. As long as consumers are used to ordering a cup of coffee at McDonald's, then this repeat customer is solid.

Secondly, if refills can be made for free at other times, it will lead to a problem. Many consumers really order a cup of coffee and then spend the whole day in the store. Besides, just order a cup of coffee.

Not only do you dig a hole for yourself to keep consumers in the store, but also reduce the potential consumer demand.

3

Why can only coffee be used for refills?

Why can't soy milk and coke be used?

In China, the habit of drinking coffee needs to be cultivated. However, drinking coke and soy milk is not necessary. In other words, compared with low-frequency consumer products such as coffee, soybean milk and cola are real high-frequency consumer products.

Some people may ask, why can McDonald's get free refills of Coke in the United States, but not in the China market?

Undeniably, when McDonald's first entered the China market, it would cause serious losses to McDonald's if it was allowed to renew its cups because of its concern about the low quality of China people.

but why is this still the case?

You know, the price of a large bottle of 2L coke in the supermarket is only 7 yuan's money. What's more, McDonald's and Coca-Cola have a strategic cooperative relationship, and the procurement cost is lower. Moreover, ice cubes will be added to every coke, so the cost is even lower.

in other words, even if it is a free refill, under normal circumstances, even three or five McDonald's can make money. However, since the market generally feels that this unfair "treatment" is reasonable, why change it?

no one has a problem with money.

4

Why don't McDonald's employees kick you out even if you don't spend money

?

Even now, there are still many tea shops and restaurants. Whenever you enter the shop for a while, the clerk will come and ask you what to drink. If you say nothing, you will probably get such a reply:

"Sorry, sir, you can't sit here without spending money." Even if you don't say that, the clerk's gestures and eyes will make you feel very uncomfortable.

However, McDonald's is the same as Starbucks. Although the location of the store is very tight, it will never issue a marching order or wink at you.

why?

Joe Gillard, the greatest salesman in the world, has a saying that "1% mistakes may drive away potential 151 customers". Therefore, for McDonald's, it sells not only hamburger fries, but also a "third space" culture, which represents tolerance and brand awareness.

No one can deny that students who come to surf the Internet, aunts who come to enjoy the cool, and white-collar workers who come to talk about cooperation are not your potential customers even if they don't spend money.

in case, they also order a drink. What if the next time they pass by, they rush in and buy a hamburger?

more importantly, if you kick them out, not only will you never enter this store again, but it will also affect the consumption habits of people around you, so you will lose more customers.

at least, saving a popularity, keeping a reputation and building a brand are all beneficial and harmless.

Moreover, McDonald's is a fast food culture, and most customers won't stay too long. After all, modern people's time is precious. Source | Public Relations 117 Text: Yi Huang