July 10, 2014

Putting the "Q" Back in QSC

I'm hearing from McDonald’s Operators frustrated by the negative press 
surrounding the latest Consumer Reports survey of QSR customers. Well 
folks, I’m here to tell you, as long as McDonald’s is the biggest chain, and 
chooses to be the industry's low-cost provider, the quality of your product 
will always be in question. 

During a recent conference call with Wall Street types one of the analysts
asked me, "What if McDonald’s upgraded the quality of those menus items 
on the Dollar Menu?” This person had been assuming that the meat, buns, 
and condiments, used in the Dollar Menu and More were inferior to those 
used in Big Macs and Quarter Pounders.
.
Now, this is a smart person who follows the restaurant industry for a living.
If they think this way - what about the average consumer who's been exposed
to thousands of Dollar Menu messages over the past dozen years?

If McDonald's sticks with the Dollar Menu you are stuck on the bottom rung 
of consumer perceptions. It's just human nature.
.

1 comment:

Anonymous said...

Hang on to your hats Operators. Not only are we stuck with the Dollar Menu (& more) but Oak Brook has decided that our full priced menu items are priced too high. There is a concerted effort coming to get us to LOWER prices, including Premium items.This they insist will boost sales, but not a peep on its disasterous effects on profits. Once again, the partnership is long dead and buried. Meanwhile, Don Thompson covertly supports a higher minimum wage and Unionization.(He needs to be replaced.)