As an ad agency that represents Subway restaurant franchisees, we have watched competitor after competitor jump on the $5 bandwagon. It’s everywhere, from Pizza Hut’s $5 calzone to Arby’s $5 meal deals.
But the competition’s marketing dollars seem to have assisted in keeping the $5 price point top-of-mind, almost solidifying the value of five dollars.
Starbucks’ CMO, Terry Davenport, is hoping to experience a similar effect from the surge in competitive coffee marketing, specifically from McCafe. While Starbucks wants to remain a premium brand, focused on environmental and social issues, McDonald’s advertising is educating the general public about lattes, mochas and cappuccinos.
Check out this interview with Ad Age and Mr. Davenport in which he elaborates on this topic.
--Kara W.
But the competition’s marketing dollars seem to have assisted in keeping the $5 price point top-of-mind, almost solidifying the value of five dollars.
Starbucks’ CMO, Terry Davenport, is hoping to experience a similar effect from the surge in competitive coffee marketing, specifically from McCafe. While Starbucks wants to remain a premium brand, focused on environmental and social issues, McDonald’s advertising is educating the general public about lattes, mochas and cappuccinos.
Check out this interview with Ad Age and Mr. Davenport in which he elaborates on this topic.
--Kara W.
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