05/09/2007 09:24:54 PM 
(2) 
(2) Mention the word to many marketers and their c-level brothers and sisters, and they will give you a perplexed look. There’s the perception that innovation is hard and complex. It’s not achieved easily and not to be undertaken by anyone without sufficient stamina. The most popular misconception is that it’s hard because it’s all about breaking through with a radical idea.
Sometimes innovation can happen in a much simpler way.
Take the fast food giant, McDonald’s and it’s latest pride and joy, the snack wrap.
Developed by Dan Coudreaut, the company’s director of a culinary innovation.
He was given the brief to develop a new chicken item that would work well for takeout.
Coudreaut developed 85 ideas that met the brief including one called a “tacadilla” which failed in consumer testing.
His solution was to create something simpler.
According to the Wall Street Journal.
“He took breaded chicken used in the restaurant's Chicken Selects strips, topped it with shredded cheddar jack cheese and lettuce, added a few squirts of ranch sauce and wrapped it in a flour tortilla. McDonald's called it a snack wrap and put it on the menu for $1.29.”
The Snack Wrap is one of the most successful product launches in McDonald’s history and was mentioned yesterday as a major contributor to the company’s 4.8% worldwide growth for the month of April.
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innovation post 2
just ran across an innovation post in Leland's Whistle Through Your Comb blogspot: brilliant. He states that we've evolved from an "I need" society to an "I want" to an "I can" society (co-creation, participation). And now, we are in a mass innovation society where consumers want to opt-in to be a part of the creativity process. Did Mickey Ds use its own customers as a creative/innovative outlet? It seems this move would put McDonalds high up on the engaging consumers scale and revive its overall sense of love and nurture.
Posted by erin on 05/10/2007 01:09 PM
just ran across an innovation post in Leland's Whistle Through Your Comb blogspot: brilliant. He states that we've evolved from an "I need" society to an "I want" to an "I can" society (co-creation, participation). And now, we are in a mass innovation society where consumers want to opt-in to be a part of the creativity process. Did Mickey Ds use its own customers as a creative/innovative outlet? It seems this move would put McDonalds high up on the engaging consumers scale and revive its overall sense of love and nurture.
Posted by erin on 05/10/2007 01:09 PM
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well I'll be damned, it's a flippin chicken burrito! This is innovative because it's going to be marketed in a sandwich/burger/fry FF chain, but how innovative is this really? Apparently it took Danny Boy through 85 different ideas which is a good exercise to do anyway. Creatives...how many ideas do you come up with before you arrive at one? But, seriously, I don't know if this is the best example of innovation if you're going to blog about it. Unless you're poking fun, which you could be.