French fries Quote by Victor Cheng
““How Is It Packaged? Packaging refers to what products and services are sold together. For example, years ago McDonald’s noticed that many customers ordered french fries and a soft drink with their hamburgers, so the restaurant shifted from selling hamburgers to selling “meal deals”—bundles of a hamburger or other sandwich, french fries, and a soft drink. The rest of the fast-food industry shifted dramatically in this direction too because other restaurants discovered that selling meal deals instead of separate items increased sales by 30 percent.””
About This Quote
Source Article: The Art of Strategy, Victor Cheng, 2015
Bundling products creates perceived value and boosts sales by offering convenience and cost savings.
In simple terms: Selling combined items increases revenue.
Key Takeaway
Offer bundles to increase sales.
Themes
marketing
economics
consumer behavior
Mood
strategic
analytical
Type
business
marketing
When to use this quote
- fast food promotions
- software packages
- retail discounts
- subscription services
- travel packages
Key Concepts
bundling
price elasticity
value perception
Questions to Reflect On
- How can you design bundles that truly add value?
- What risks do bundles pose to brand perception?
A Different Perspective
Bundling may reduce perceived choice and can backfire if not aligned with customer needs.
