You don’t have to have the highest quality product, just the most consistent experience

// January 10th, 2010 // Uncategorized

People don’t go to McDonalds for the best hamburgers and they don’t go to Pizza Hut for the best pizza.

Restaurants offer more than just the product, they offer an ‘experience’  and in the case of fast food it is usually the consistent experience that provides the highest purchasing motivation.  Every McDonalds is the same, whether  I go to Beijing or London, I get the same experience and it is this consistent experience that is the determining factor in developing the consumer behaviour towards the brand. Customers  know exactly what they are going to get and this in turn reduces the risk of the unexpected reinforcing the customers motivation to purchase.

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