No Fuss, No Gimmicks, Great Coffee Made Simple: McDonald's Cafe Shop Essay

There is nothing more frustrating than inflated price tags, bizarre gimmicks, and extravagant menus when a customer wants a simple, excellent tasting cup of coffee. The McCafe ad created by the famous advertising agency, Leo Burnett in 2017, tells the story of an over-complicated coffee market. The tone of the ad is set, immediately, with the use of the song, "Madness," by Prince Buster, which is being played in the background. The ad features several different coffee making processes. The video matches the song's tone to show a series of ridiculous trends and the difficulty and complexity for the target customers, as they try to place their orders. Among the events taking place are, wait for staff to serve customers, a man looking at a menu that has him lost, with him just saying, "I just want coffee." At the end of the ad awhile a woman serves coffee to a man, things change to the way a coffee shop should be. McDonalds Coffee Cafe portrays that, simplicity is preferred than complex exaggerated coffee and menus.

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The ad starts with starts with a song "Madness" played in the background. The song provides evidence and anticipation of the chaos or "madness" that is about to take place. According to Nielson, viewers perceive ads with music as, more engaging, educative, and memorable, compared to those without, (2017). It is also conveyed that the best commercials are the informative and emotive ones. Annalena (2017, April) the use of the song relates to what is expected in the video. When a customer first listens to the background music, the customer would tell what is expected of the ad (the final conveyed message). The music aims to make the viewer have a clear understanding of the theme. The music in the ad does not mention any company or any other shop services. The ad with music whether on social media or youtube performs the work that silence fails to do, ("The Power of Sounds in Advertising - soundscapes," 2018).

McDonald's Cafe Shop ad contrasts simplicity and complexity; both scenarios are illustrated in the ad to tell the customers preference. They used this ad in the best way to convey the message of simplicity to the customers; simplicity is a perfect technique, ("Techniques Used by Advertisers to Convey Messages to Consumers," 2018). Emotion is relied upon in many recent ads, over information and brand decision ("Techniques Used by Advertisers to Convey Messages to Consumers," 2018). There exist tactics and techniques, deployed in the McDonald's cafe shop that every other company, whether selling physically or online, should adopt. A customer in the ad wonders what the server adds in the coffee. Eventually, the unmatched price tag is placed in the coffee. That type of modern trends disappoints customer while they wanted a simple cup of coffee. McDonald's is a well-known brand, and targeted more markets for their outsourced businesses; the management has realized that a large group of people would go for simplicity.

McDonald's, a well know fast food brand, uses the name recognition and their friendly customer service to attract customers. Their servers are quick and in neat uniforms, ordering a coffee takes a few seconds as an ideal fast food shop. The McCafe brand offers coffee but in a convenient, quick, and relatively inexpensive manner (Rosenau, 2012). The McDonald brand is known for fast service and excellent customer service. The ad tries to convey, the fact that they believe in offering an excellent cup of coffee that has a great taste; created with simplicity. Associating a product with an emotion of simplicity is a typical pathos appeal, according to Matt Rosenau (2012). The ad pokes fun at fancy coffee shops, as people who want to relax and enjoy the simple things in life are orders coffee. In the ad, there is that customer who needs a coffee but finds the shop closed at 11:00 pm, such instance is targeted to make the viewer understand that, with McDonalds coffee cafe, coffee is available any time of the day.

The McDonald's McCafe ad targets people that value simplicity, by trying to exaggerate how ridiculous some cafes try to appeal to the younger generations with gimmicks and over-priced menu items while demonstrating McCafe natural ordering process and pure taste. Customers are looking for a simple, cost savings, the cup of coffee, without gimmicks and outrageous menu items. The ad did an excellent job of selling McCafe coffee for its simplicity, pocket-friendly, and the without mere additives. Trends come and go; in McDonald's coffee cafe, customers are given the coffee they usually take without additional emphasis. Some customer is seen waiting for the server to add something to the coffee to make it appealing and the long last they would add prizes, (Pruyn, A. T. H., & Smidts, 1993).

Conclusion

Conclusively, business has become very much competitive; people think about how customers want service and the kind of service/product needed by the customer. McDonalds Cafe shop and is an ideal example of a shop that targets many customers, through their service. The assumption in the ad is that the shop has noted nagging behavior, the customers encounter and act differently from other shops. This type of ad would first draw the customer's attention from the images in the commercial and then point out the odd things noted by the customer. A customer would continue watching the ad for entertainment purpose even if they did not want to have coffee. It is all about the customer's behavior, emotions, and the type of service they would have.

References

The Power of Sounds in Advertising - soundscapes (n.d.) (2018). Retrieved from https://sites.duke.edu/soundscapes/2015/11/24/the-power-of-sounds-in-advertising/

Borkes, A. (2017, April 23). The Power of Music in Advertisement. Retrieved from https://musicstats.org/the-power-of-music-in-advertisement/Smith, K., & Hanover, D. (2016) Experiential Marketing: Secrets, Strategies, and

Success Stories from the World's Greatest Brands. 1-15, Retrieved from Rosenau, M. (2012, March 12). Pathos, Logos, and Ethos in Advertising. [Video file]

Pruyn, A. T. H., & Smidts, A. (1993). Customers' evaluations of queues: Three exploratory studies. ACR European Advances.