Maxim's MX

Looks like the competition is getting hot amongst the fastfood chains in getting more business during dinner time. Maxim's MX is also entering the dinner special arena. Let's put the executions of their ads aside and look at their strategies. KFC says you can enjoy a complete yet speedy dinner with appetizer, main course and dessert. This doesn't sound appealing as speed and enjoyment are conflicting when it comes to dinner. On the other hand, Cafe De Carol is selling made-to-order 小炒. To me it's not unique as most 茶餐廳 are doing that anyway. 茶餐廳 is the more convincing choice when it comes to 小炒. And now Maxim's MX is having 優生冬瓜盅晚餐. It is said that the miniature 冬瓜 is from Japan and it is super tasty, blah, blah, blah. In terms of consumers' interest, Maxim's MX wins by far. It catches HK consumers who always love to try new things. Too bad that it hasn't got the same distribution as KFC and Cafe De Coral. Otherwise, I think it would win a mile away. Guess there must be some very smart marketers sitting at Maxim's MX. Now the question, what would Fairwood do ? Let's see.

Comments

Unknown said…
I seldom have dinner in 茶餐廳. To be honest, for me, its environment is not very comfortable. Some of them are crowded, noisy, and servers are too busy to serve every customer well. Some people like this kind of atmosphere, but i don’t. More importantly, the tableware is apparently not very tidy and neat.

So, If I need to have a "easy dinner" outside with a budget under $50, usually i will choose some fast food chains, such as 味千拉麵，吉野家. Yes, maybe the food is not attractive there, but at least the environment is not bad.

I think, in this case, Maxim'Mx, and Cafe Da Coral is trying to target a market a little bit different from 茶餐廳, although and the foods promoted and their price range is similar to 茶餐廳. Some customers, like me, concern the environment more than the food itself. So if a fast-food chains with a dinner menu more attractive than other similar fast-food brands, I will choose it as my dinner place even the dishes are still not as good as 茶餐廳's

The fast food chains and 茶餐廳 have their own market based on the customers' preference. It is not easy to 搶客 with one or two advs. However, they can make them different among a lot of fast food chains and take advantage from it.

The question is, when more and more fast food chain do this, they are not different any longer.
2:54 am
Louis Lau said…
Yes it's true that fastfood chains and 茶餐廳 are appealing to two different segments. I'm taking my 麻甩佬's perpective and I know most ladies hate 茶餐廳. Fastfood chains in fact have no choice but compete for additional businesses during dinner time. Rent is sky high in Hong Kong and they have to better utilize the rented places during the slack hours.

The 優生冬瓜盅晚餐 of Maxim's MX sounds really attractive. Let's give it a try and see whether this is good ! Hope that its advertising is not kidding us the consumers.
7:09 pm
Autumn said…
I tried it, it looks really cute but otherwise nth special to me. Very often, the dishes of all Chinese fast-food chains r actually not that nice for real. Um, about Maxim’s new ad campaign, again, nth special to me, since Fairwood & Cafe de coral, fr time to time, both do a lot of ads about launching new & quality dishes, I cant see how Maxim is different from the others. But still, Maxim does improved a lot from what it was.
4:41 pm
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