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innovate on a tight budget  |
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by Dan Coughlin, May-June 2010 |
"Sometimes you have to start over from scratch. Don’t feel compelled to merely tweak what you’ve always done. Several years ago McDonald’s sold Salad Shakers. The idea was to put the salad dressing in a cup with the salad ingredients. Then you shook it up and, voila, you had a salad. Only problem was there were a lot of problems. You had to ask for a plate to pour the salad onto after you shook it up, and the salad dressing oftentimes ended up on the customer’s clothing.
So McDonald’s stopped and started over. They gained insights from customers. They went and observed the Salad Shaker in action at restaurants. And then they came out with a completely new salad, their Premium Salad. This new salad has been popular for several years and helped to significantly increase sales of Happy Meals
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