Monday, May 08, 2006
McDonald's and Disney
The interesting angle for our class is to look how this changes the layers. Disney has ended their exclusive relationship with McDonalds but has suggested that they will engage on a case by case basis. The risk here is that McDonalds finds another partner and locks Disney out. However, given the hot potato obesity issue it is likely that this will not happen (unless McDonalds surprises everyone and totally revamps their menu).
Disney gains power in this deal because they are no longer tied into a contract with the fading McDonalds. McDonalds may have once been a hub, but the social pressures are changing the layers. I am not sure that Disney has that many other options so they were forced to leave the door open for a possible return. I wonder if there will be any measurable effect on the sale of Happy Meals.