The surprising reason WHY Australia’s fast food giants are fighting a $1 price war with frozen soft drinks even though they likely LOSE money
- Experts have revealed the ice-old marketing strategy of the dollar slushie offer
- Dr Lambert said marketing strategies specifically target young customers
- She said the offer draws customers to stores where they will spend more money
One dollar slushies have been on offer at fast food restaurants for years but there’s a cold, corporate reason why major Australian franchises are selling them at a likely loss.
McDonalds, KFC, and Hungry Jacks offer frozen drinks to customers for just a dollar, each with their own twist on the icy treat.
McDonalds offers 36 flavour combinations of their frozen drinks with their most popular flavours being Coke, Raspberry, and Blueberry.
Dollar slushies have been on offer at fast food restaurants for years but the cold marketing strategy behind them is icier than the drinks
KFC offers Coke, Mountain Dew, and raspberry flavours of ‘freeze’ that customers mix or drink plain – raspberry being the most popular choice.
Hungry Jacks offers a new, popular sour variety.
However Edith Cowan University food marketing senior lecturer Claire Lambert said the popular dollar offer is simply a ploy to get younger customers in stores.
Dr Lambert said the advertising and marketing around the dollar slushie is clearly aimed towards teenagers and young adults wanting a good deal.
‘At just $1, people will think they’ve got that lying around; it’s a popular product and they will get something else,’ she told The West Australian.
McDonalds said their most popular slushie flavour was coke while KFC’s flavour of choice is raspberry
Dr Lambert said the advertising and marketing around the dollar slushie is clearly aimed towards teenagers and young adults wanting a good deal.
She also said she believes the number of flavours available at McDonalds gives them a competitive edge.
‘The sheer number is the differentiator — it says to anyone that there’s a flavour there for you,’ she said.
‘At three versus 12 versus 36, I’d be going to McDonald’s — they let you mix, and with two flavours per drink you can get a bit creative.’