The McDiner: A Branding Failure

In our discussion of Coca-Cola we learned that their branding techniques helped propel them into one of the most universal and well-established brands in the world.  Following Coke's success, our group discussion attempted to find another company that was as well-known and historic as Coke.  We thought the McDonalds chain held close to the popularity that Coke has achieved.

One aspect that I would like to highlight is that branding techniques do not always work.  With regard to McDonalds, there was one branding technique that was implemented and failed that I was fortunate enough to experience while it lasted.

Starting in 2001 Coke launched a new take on fastfood and introduced the McDonald's Diner: The McDiner.  One of these test restaurants was located in Lafayette, IN; my hometown.  These restaurants included table service, an estensive 'down home cooking' menu, and an order-in telephone located at each booth.  Each Diner also served their regular fast-food menu but mainly focused around the diner aspect of the restaurant.

Only after a couple years these test Diners were discontinued and converted back into the normal McDonalds restaurant.  My question is what were the motivations of these restaurants and why did they fail?

I believe that McDonalds was hoping to appeal to the midwestern culture of 'down home cooking' in an attempt to attract more families and diversify their image.  However, my experience with this Diner was that it seemed superfluous and of low quality.  When people think of McDonalds they think of efficiency, accessibility, and the McDonalds history and culture.  When you factor in the Diner environment those pre-established expectations of McDonalds have changed.  It felt as if the restaurant was mixing two restaurant styles that should remain separate because of the desired demographic and individual expectations associated with each style.  Ultimately, I feel people have come to recognize McDonalds with a specific style and McDonalds has created a strong brand loyalty.  When this concept was changed its customers were not given what they expected and had previously received from the McDonalds chain.  This created a distrust and backlash against this new chain and the resultant conversion of the McDiner's back into the normal restaurants.

http://www.allbusiness.com/retail-trade/eating-drinking-places/4280476-1.html