Fast Food Friday – McDonald’s Buttermilk Crispy Chicken Sandwich

Buttermilk Crispy Chicken Sandwich

Commercial Description
A tender, juicy, filet made with 100% chicken breast meat, real buttermilk and no artificial colors. Plus fresh tomato, crisp leaf lettuce and mayonnaise. All atop our delectable artisan roll.

Buttermilk Crispy Chicken Sandwich

Buttermilk Crispy Chicken Sandwich Nutritional Facts

Spoon’s Thoughts
Buttermilk Crispy Chicken SandwichMcDonald’s buns have been a huge upgrade over the past year and I’d say the best in fast food. The chicken had a slight crunch and was juicier than I expected but I couldn’t tell if any buttermilk was actually used. The texture was similar to original crispy KFC chicken but the flavor came in around the bland and boring mark. I might consider buying another one but the execution of the sandwich was also poor. Barely a dab of mayo, tomato tasted frozen and lettuce was stale. There wasn’t anything to get excited about.

What could make this better? Actually put mayo on it, add BACON and/or thick cut pickle chips.

The Marketing
I had zero interest in trying the sandwich (mostly because of the buttermilk/don’t give me lactose thing) until I received an email promoting the sandwich. I work in digital marketing and have been researching what the major brands are working on these days so I decided to check it out. What I saw made me scratch my head.

When you click through to the website you’re greeted by a gallery of animated gifs. That’s the trendy thing right now so why not. The gifs should start playing on mouse over, instead you have to click on the image and wait for it to load. People are very forgiving about video quality if server load is an issue for you. Your customers just want to have a good experience.

Once the gif does start there are options to share (Hooray! Sharing!). Hey that’s great but you’re not sharing the image, you’re sharing a link to the page which you then have to click again to get the gif to load. There should be an option, especially for Twitter, to let you share the image in your feed or download it so you can post it. Giphy is how this gallery should be.

How do you tell your super fans from the shares? From a tracking standpoint on multiple machines I didn’t see the short link change. This would be a good way to see who your power users are. I know from what I’ve worked on this is easier said than done so I’ll let it slide. There’s no hashtag though so you need to find a way to filter the pre-written tweets to profiles. Radian 6, HubSpot, Hootsuite Enterprise or Adobe Social should have a way to do that.

The TV/web commercial is also on the page. I dig the woman who’s out talking to the crowd. She has a very energetic attitude like most vendors I visit and given the reactions I’ll look past the possible plants but it’s the messaging that I have a problem with. If I was a food truck vendor and I found out McDonald’s was there trying to fit in, I’d be pissed. Honestly the quality of a few menu items would win in a blind tasting but knowing how it’s usually a mom and pop operation running a truck fighting to get exposure for their business, a corporation coming in undercover doesn’t sit well with me.

The mobile experience is… well… less than glamorous. You’re sent to a page with ads and a scrolling banner. If you’re fast enough to tap the Buttermilk Chicken image you’re taken to a brief overview that does nothing to wow you. Let’s be real here, no one is going to look at boring content from their phone and make a decision. If you’re on MyFitnessPal you *MIGHT* take the nutritional value into consideration but overall, this could have been better.

Final Thoughts
Sandwich was good but not a “OMG you know what I could go for right now…” good. It’s a spur of the moment decision when the kids are screaming and you need to eat.

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