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.
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
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.
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.