One level up

Premiumisation is a 21st century business trend, which means upgrading conventional products and services to a higher level. Premiumisation is common in the FMCG sector, with examples like vodkas distilled six times in succession, or mineral water from extreme places. It is no wonder that the saturated markets of wealthy countries are the places where this trend is present. Even McDonald’s has opened a few restaurants with sophisticated interior in London. They are planning to replace the well-known plastic interior in 1,300 Western European units with the new design, for no less than EUR 600 million.