Coalition of Franchisee Associations

September 17, 2014

Build-A-Burger: A National Launch

I previously referred to the four store McDonald's Build-A-Burger program in Southern
California as a "test". It's not a test - it's the preordained future of McDonald's.

When four stores out of 800 plus are conducting an operational "test" one does not bring
in the national media to create a PR stunt. The San Diego and Los Angeles CoOps have
already launched a social media campaign to draw reporters into the restaurants.

How does management back away from this without admitting to a huge failure?

In fact, I don't think there are any real "tests" in McDonald's any longer. Someone comes
up with an idea to copy a competitor, the Innovation Center develops the product, and 
the national roll-out plan is finalized.

Therefore, at the very beginning of the "test", we get this on Twitter:

Breaking Burger News: Media, bring your press badge to McD's @ 3805 Midway Dr. before 2:30 pm for a FREE Build Your Burger


1 comment:

Anonymous said...

The problem is not how to best ‘work around’ menu complexity, but how to eliminate it. Our business is far too difficult to manage, especially for folks who are new to the system. This has significantly affected service times, employee morale and retention. Guys at the top need to figure this out, and fast.