Easterbrook is another person who quit Mcdonald's and came back after a couple of years. Whats going on here? Why all the rehires?
and is another guy who has never run a restaurant of any other kind of business but he knows how to change Mcdonald's?Give us some operational people.
from advertsing age magazine April 2013Former McDonald's global brand officer Steve Easterbrook has returned to the world's largest restaurant chain in the same role. Mr. Easterbrook was promoted to global chief brand officer in September 2010--the first person to have that role in the company. His tenure in that role was brief; in December 2010, he was named president of McDonald's Europe, where he was responsible for approximately 7,000 restaurants in 39 countries. In September 2011, he left McDonald's to become the CEO of PizzaExpress, a U.K. restaurant chain. He then went on to take the CEO post at Wagamama, a Japanese noodle restaurant chain.
and this is one of the people reinventing McD?
All of this is encouraging in that someone is thinking about the problems. Regardless, there are a lot of smart people in Oak Brook and Wall Street doing stupid things. MCD says they want to get closer to our customers. However, in order to do just that they need to get closer to their operators. They listen to their expensive consultants more than they do to their operators that interface with the customers everyday up close and personal. Bringing back former executives can be helpful but I think they would do better to bring back guys like Skinner and Roberts they really understand operations and the importance of alignment. The regions are in bad shape. In their zeal to grow market share they are buying expensive sites and overestimating sales by hundreds of thousands of dollars handicapping those stores for years to come. Some of these sites, its documented, will never be profitable for the company until after the first rewrite. Plus, it doesn't keep out our competitors. The company loss of credibility with the operators needs to be repaired but since MCD thinks they have superior knowledge it will be a slow process. If they want to be more profitable they should stop opening low volume high cost stores and close some stores that will never perform well. They need to admit that they have an army of people that just are not qualified to do the job. Its a shame. Forbes once wrote an article about America's biggest missed business opportunity by bad management that being Howard Johnson motels. Before them there was nobody in the Motel or fast food. But, they made bad decisions hired awful people and let Holiday Inn, Marrotte and others just take it away from them. There are good lessons there for MCD to consider.
Intelligence is useless without common sense and real world experience.
doubt these two presenters ever interface with McD O/Os. that would mean leaving the ivory tower and walking among the commoners.
OUR BRAND IS DOOMED , unless we fire Thompson and INSIST that NONOPERATIONAL talking heads be replaced....................FAT CHANCE !!
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