Today was a leap day, and McDonald’s tempted me.

Yes, I drive by several McDonald’s on my way to work, but today, the extra-long drive-thru line and banners called to me. Free McSkillet Burrito (with purchase of large or medium drink, of course)! Should I get one?

The Power of Free:
In December, I attended my first search marketing conference, Search Engine Strategies, in downtown Chicago. One early and snowy morning, I figured I would get a cup of coffee for the hour plus commute downtown. Instead of just a cup of coffee, I also purchased one of their new and highly marketed McSkillet Burritos. I was less then impressed with it.

But this morning, the lure of free made me want one again. Not only did I want one, but I wanted to wait in a fairly long time to get it. And on top of waiting, I also wanted to pay for a drink to get a free breakfast wrap.

Consumers are want free. They will go out of their way for free. We’re not talking Aerosmith tickets or a new car. They will wait in line, but a buck and a half drink, even settle for a less then satisfying product as long as it is free. They feel they’ve earned it.

McDonald’s introduces many of their new products through free promotions. Most of them that I have observed have actually been free - Free Coffee Mondays; Free chicken tender; Free iced-coffee; Free cinnamelts. Never a profit lose as big as this.

Thus the incentive to the consumer. I’m only spending $1.50, but I’m getting $4 worth of breakfast!

Needless to say, I was still underwhelmed.

---

P.S. - Please do take advantage of of McDonald’s Free Coffee Mondays if yours offers it. I’m a coffee addict and rate their coffee near the top of my list - and it’s free or at least more affordable than some other national brands.

Filed under: Marketing on March 1st, 2008