连锁餐饮品牌以“宠粉”策略增强消费黏性

Group 1 - McDonald's has launched a new product, the "Maple Syrup Thick Pancake Burger," in over 7,000 stores nationwide, and held tasting events that sold out quickly [2] - The tasting event offered 26,880 limited spots, where consumers could purchase a set for 27.9 yuan to try the new burger along with fries and a cola, attracting many fans despite future promotions [2] - In 2023, McDonald's began hosting tasting events, and plans to combine these events with new product launches in 2024, making them more frequent in 2025 [2] Group 2 - The annual fan conference, initiated in 2024, serves as an important marketing strategy for McDonald's, allowing public participation through a points redemption system [3] - The fan conference functions as a brand launch event, where McDonald's announces new products and future plans, along with interactive activities for fans [3] Group 3 - McDonald's fan-centric marketing reflects a broader trend in the restaurant industry, where brands are increasingly engaging with consumers through various promotional activities [4] - Industry experts note that enhancing consumer service is essential for restaurants to succeed, and fan activities help brands connect with consumers, increasing repurchase rates [4] - Brands are encouraged to focus on fans with purchasing power and communication skills to maximize the effectiveness of their marketing efforts [4]