Muddying Our Brand With Diversification
Regarding your editorial, "Why You Don't See More Patients" [Oct. 15, 2013], McDonald's has branded itself with hamburgers and fast food. It has not added other product lines such as microwaves, juicers, coffee grinders, etc. When the public goes to McDonald's, they know what they are going to get – hamburgers, fast food, and happiness.
How successful would McDonald's be if it diversified into other product lines and each establishment could choose what they offered the public, e.g., microwaves, juicers, coffee grinders or fast food? Some might even opt to no longer offer fast food. Wouldn't they destroy their brand, lose market share, and perhaps drop to serving a mere 8 percent of the population, as has happened in chiropractic?
Norm Ross, DC
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