"McDonald's gets free Chicken McNuggets on Monday, Tustin on Tuesday for a 'buy one, get one free' campaign, 70% off at Domino's on Wednesday, KFC Crazy Thursday on Thursday, Burger King half price working meals on Friday, Wallace on weekends, and start all over again next week. ”This year's netizens have engraved the consumption concept of "more work and more rewards" into their bones, so "poor ghosts are more cost-effective" is really not just talking. 
This is not the resumption of work after the year, and the "poor ghost**" is still the brand's sweetheart. Sam offered the "Poor Ghost Three-Piece Set" big move, and KFC shouted "Crazy Thursday once in 28 years". At this time, McDonald's, the originator of the "poor ghost", overturned embarrassedly. 
Source: @bunny Classroom.
We all know that McDonald's "1+1**" is available as you like, known as [Poor Ghost**] Recently, McDonald's has released a new tribute vegetable roll, which is a good thing, so that "1+1**" has new teammates to join. However, the McDonald's staff posted a circle of friends to promote, and the copywriting overturned, and it was accused that the connotation of "1+1**" was "poor ghost**".Let me Kangkang, who doesn't know that the poor ghost ** is on the new product! ”
Source: @bunny Classroom.
The first-class copywriting in this circle of friends attracted criticism from netizens:Have you been offended, took my money, and scolded me for being a poor ghost? 
Source: @bunny Classroom.
Some netizens also think,The official meme is not necessary. 
Seeing this, you can also understand the "sensitivity" of netizens: earning ordinary people's money, and in the end ridiculing ordinary people for being "poor".
A similar scene of mocking the "poor ghost" appeared in the live broadcast room where Li Jiaqi brought the eyebrow pencil last time, and used to call people "pig girls", and later ridiculed others as "poor ghosts who don't work hard".
Not to mention whether McDonald's is suitable for playing the "poor ghost", the key is the "1+1" price increase, which has been separated from the positioning of "poor ghost".
You must know that according to a report by Chop Pepper TNT, McDonald's China now has nearly 200 million private domain members, and now the brand can be said to have broken the hearts of 200 million consumers. 
The "poor ghost**" copywriter overturned, and the "poor ghost**" price increase was also responsible.
Speaking of which, it is not the first time that McDonald's "poor ghost**" has backstabbed consumers. At the beginning of 2022, McDonald's "1+1" casually rose from 12 yuan to 129 yuan, at the beginning of 2023, the price of free will rise by 1 yuan.
Source: The history of McDonald's Mini Programs is always strikingly similar, making people feel that McDonald's is going to rise by 1 yuan per year? At the end of last year, McDonald's officially announced that it would adjust some single products and raise prices by 0 across the board5 yuan, and the price of members** will increase by 1 yuan simultaneously.
Source: The Paper.
The price has risen twice a year, and the workers have broken their defenses and shouted to quit the wheat door.
Maybe you will say, raise a dollar to break the defense so much? In the past, you couldn't hold a burger in one hand, but now you can't eat a hamburger, and McDonald's has reduced the amount and increased the price. However, after McDonald's raises prices, it is not unacceptable for consumers to add the popular signature product choices.
Source: @麦当劳.
Nowadays, McDonald's is only rising a little bit on the surface, but in fact it is like boiling a frog in warm water, testing the bottom line of young people little by little. Take the free match as an example, it feels okay to raise one or two dollars at a time. After this wave of price increases is successful, there may be. 9, slowly from a single digit to a dozen pieces.
Just like someone described McDonald's as raising prices, like a man who loves more than the norm in a relationship, constantly testing his girlfriend's bottom line. This also means that in the future, "1+1" will become a luxury that cannot be afforded, and the poor ghost ** will not live up to its name.
In addition to the historical reasons for the price increase, McDonald's was ridiculed for not paying attention to the art of speaking:Speak human words to people, and talk nonsense to ghosts. As the saying goes: "To what mountain, what song to sing", this sentence is put on the copy, it is related to the question of how to say and what to say. The so-called words are official words, clichés, black words, nonsense, etc. The so-called saying is to say the opposite, leaving half a sentence to say. McDonald's didn't leave half a sentence for the listener to figure it out for themselves. The same phrase "I'm a poor ghost" is harmless for you to laugh at yourself with your friends, but if you raise a horn and shout in public, it's inappropriate.
It's like when BMW, the official blog posted a Weibo that rubbed the popularity of "beating workers", and early in the morning came with a sentence "I've filled up the gas, what about you?" Workers".
Source: BMW official WeChat.
The "beating workers" and "poor ghosts" that everyone is playing, why did they overturn here at BMW and McDonald's? Beating workers and poor ghosts, in the final analysis, is a helpless self-deprecation of young people, not a gimmick of brand marketing. And BMW McDonald's takes out the self-deprecating stalk of the workers and shouts at its consumer target group, which will cause the discourse and the subject to be misaligned, making the meme and the heat seem embarrassing and offensive.
The reason why McDonald's offended and raised prices is that it has not clarified its own consumer base, which can be compared with the marketing strategy of luxury goods. There are several magical phenomena in luxury goods, and everyone must have a deep experience: first, the more luxury brands rise, the more people buy, and in February, Hermes was exposed to a price increase of at least 8% this year. The second is that there are still people who buy expensive and ugly useless items from luxury brands, such as LV's Year of the Dragon limited. Third, some people still buy luxury goods after offending China by scandalizing Chinese people due to nationality issues.
You can't cut you when you laugh at luxury, and you can't see through luxury when you laugh. The target customers of luxury goods are not sensitive to **, and should keep increasing prices every year, constantly screen out more accurate wealthy people, and maintain luxury positioning. And those consumers who are sensitive to the first market, in the final analysis, are just a part of the luxury marketing play. But McDonald's is not a luxury brand, facing the most sensitive mass consumer group, not all the pots behind the price increase, can be thrown to the "raw materials**" In the final analysis, "poor ghosts**" is not only McDonald's can do, when you offend consumers, consumers can also switch between Kenmen and McMen at will. Just look at KFC, a few days ago, I was busy promoting "Crazy Thursday in 28 Years", and netizens crowded KFC that day, causing KFC to explode orders and the mini program to collapse.
Source: KFC's official Weibo even Sam, a "middle-class supermarket" that seems to be inconsistent with the positioning of poor ghosts, Sam is jokingly called the hottest scenic spot with a ticket of 260 yuan during the Spring Festival. Part of the reason is that Sam's "poor three-piece set" is so powerful: 59kg of eggs cost $219 yuan, 7 packs of bagel are priced at 239 yuan, 16 pieces of Swiss rolls are priced at 59$8.
Source: Weibo netizens.
Although the "poor ghost" is just a means of drainage for merchants, the cost-effective and even quality-price ratio brought to consumers is also real. If McDonald's continues to raise prices and goes down to everyone's bottom line, McDonald's faith will become vulnerable in the face of reality, and consumers will also turn around.
Finally, McDonald's also brought us a public relations inspiration:What you think is a brand reply to a small matter will trigger a butterfly effect. What you think is a private space, speech will also spread far and wide. You must know that in recent years, behind the overturn of brand public relations, sometimes it is often the negative public opinion caused by improper replies from customer service. Dong Yuhui fell into a small composition turmoil, that is, in the comment area, he said that Dong Yuhui did not write every copywriter by himself, which caused dissatisfaction in the fan circle.
Source: Oriental Selection.
After Intel asked Yang Li to endorse the controversy, netizen ** customer service scolded Yang Li for being a screenshot of a sow, causing the brand to fall into a storm again. Source: It can be seen that every employee is a part of brand public relations, and their every move will be amplified by the Internet. This reminds brands to do a good job in corporate management, not to manage their own affairs, or to give too much authority to a certain department. If the copywriting and public relations skills on the street should be reviewed and checked, they must be taken seriously, and they must not be derelict in their duties or delegate power. For consumers, each individual's remarks represent the image of the brand to a certain extent, and represent the professionalism and professionalism of the company's employees. is like a seemingly innocuous staff circle of friends copywriting, netizens have different interpretations, some people think it's a stalk, some people feel offended. However, if the brand comes to find other reviewers to review the copywriting before it goes out on the street, it may be able to avoid controversy.