Maxim's MX Shabu Shabu

Just talked about Maxim's MX's new healthy menus in my recent post. I said that it could take healthy meals as the a long-term strategy to build a healthy fastfood restaurant positioning. Too bad that it's not going to do that. It has just launched a TVC about its "new" Shabu Shabu. Both Cafe de Coral and Fairwood have hotpot. Why copycat them ? This brand of fastfood chain need some prototype products or services to build a positioning. And positioning is about uniqueness and differentiation. There should be better ideas ...

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