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| April Fool's Day Special Edition |
• See the REAL News for Today McDonalds to Install Xerox iGen3's in 1000 Stores April 1, 2004. In a fascinating move, America's hamburger maker, Oakbrook, IL-based McDonalds has decided to place Xerox iGen3 digital color presses in its 1,000 downtown locations in major cities around the world. Anne Mulcahy, CEO of Xerox, said, "We are pleased that such an American icon as McDonalds would make such a bold marketing move, and we are honored to be working with them in this new and innovative initiative." McDonalds, whose earnings have been affected by the trend to low-carbohydrate diets such as Atkins and the South Beach diet, needed to make a major change in its product line. "Super-sizing is not as popular as it was, and we needed a way to get the margins of our average order size up," a company spokesman said. "The iGen3 will allow us to offer a superior, unique product." The company will also use the systems to print localized and personalized promotional materials for the stores in which they are placed, and also some meal packaging and bags on site when needed. The company had announced the addition of wireless "hot spots" in many of its locations last year, which was well received by "road warriors" and others who needed to check their e-mail quickly while having a McDonald's meal. "On-demand printing, especially high quality color, is a growing market, according to studies we have seen. Now, graphic designers and others will be able to visit our stores, upload their files to the iGen3, and get their brochures while they have a coffee or a Happy Meal with their kids." The company said that they have also notice a high correlation with McDonalds meal consumption and orders for resumes. "The sales representative on the go can make calls to clients and be looking for a new job, at the same time, right in our store." The value of the deal can add significant profits to McDonalds' bottom line. "Upselling will be very important to this process," said the McDonalds CFO. "The idea that you can sell 100 high quality two-side barrel-fold full-color brochures from files uploaded in your restaurant, and then say ‘Would you like fries with that?' is a core part of this strategy." In response to the McDonalds-Xerox deal, Burger King and HP/Indigo are teaming up to offer "have it your way" personalized packaging at participating Burger King outlets. We have been unable to reach HP’s Indigo marketing team since the acquisition of Indigo. Special Note: All these stories are presented in the true spirit of April Fool's Day. None of these stories are true, nor are they intended to reflect the strategy and intent of any real person or company. Our purpose with the April Fool's Edition is to elicit a smile, and we hope you will enjoy our spoof! We are an Equal Opportunity Offender: Our contributors name many industry companies in their stories, none of which should be taken seriously. Please offer your feedback. • See the REAL News for Today |
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