Members of the media may directly contact the following experts on this topic:
Keri Kettle (English only)
Associate Professor, uOttawa Telfer School of Management
Professor Kettle's research focuses on consumer identity and financial decision making.
“Let’s not confuse this price freeze with charity. McDonald’s has long offered the lowest coffee price as part of its strategy to increase breakfast sales, and routinely offer $1 coffee promotions. This is a strategy known as Leader Pricing. McDonald’s is focusing consumers on the low price of one item, which brings them into the restaurant, where they then purchase more expensive items that generate the profits for McDonald’s.”
Myriam Brouard (English and French)
Assistant Professor, uOttawa Telfer School of Management
Professor Brouard specializes in Consumer Culture Theory and offers profound insights into modern consumer behaviour by studying the dynamics behind the adoption of disruptive initiatives.
"This one-year price promise from McDonald’s is a very smart move. It cements their positioning as a brand that is dependable, acceptable and relevant to cost-conscious consumers.
This is especially valuable in a time when consumers perceive the price of things (especially food) to be increasing at a pace that far exceeds their income. This type of stability is very important in this unstable environment. It makes the price a signal of the values of the brand, and develops trust with the consumer."