Although there are two chapters to read, the assigned readings are short and relatively easy. We will move from Positioning Strategies to Product Strategies in Module 4. The three principle concepts to understand in this module are Proactive/Reactive Strategies, Branding, plus the Product Life Cycle Strategies.
Did you ever notice that restaurants launch new products and services regularly? Why? Here is a video to get you to start thinking about new products in our industry.
Hospitality Marketing One 
I believe restaurants put out new products all the time because they are using responsive strategies. Society is constantly changing what they want. From junk food to healthy food, from this is bad to that is bad. From a low percentage of allergies, to everyone is allergic to something. Restaurants need to be able to match or excel the demands of their customers to be able to compete with the other competitors who may have the product of demand already. The coffee commercial that you put up I believe to be Imitative Strategy because they are now opening up their market more, competing with all other coffee shops with a better price.
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Posted by Kimberley McCullough | October 30, 2014, 1:19 amI think that running a restaurant these days must be very challenging for the reason you gave. The rate of change in our eating habits is very quick and more complex. I saw a fully Gluten-Free restaurant the other day and even though I am gluten sensitive, I didn’t eat there.
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Posted by Ian W. McVitty | October 31, 2014, 6:22 pmIt is also important to understand that McDonald’s and Starbucks outsource their advertising at times, to an advertisement/marketing agency
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Posted by sutton1010 | October 31, 2014, 2:27 amThis could be the same agency or competing agencies which planned this marketing attack.
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Posted by sutton1010 | October 31, 2014, 2:27 amNo they don’t have the same ad agencies. McDonald’s agency is Cossette and Starbucks is Spark Media.
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Posted by rachaeltattersall | October 31, 2014, 4:01 amThank you Rachael for your comment. of all the coffee ads I have seen, Starbuck’s coffee seems the most professional and authentic. They really have pushed many competitors to raise the bar. Out of curiosity, do you drink Starbuck’s at home?
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Posted by Ian W. McVitty | October 31, 2014, 6:30 pm