With all the changes going on in McDonald's in addition to the revolution in media
and advertising this might be a good time for McDonald's Operators to do some
thinking about OPNAD.
OPNAD was formed in 1967 when gas was 33¢ a gallon, a fully loaded Mustang fast
back was $3,000, Elvis had not yet begun his comeback, and Super Bowl One had
just been played.
So before OPNAD joins the AARP McDonald's Operators might ask hard questions:
* Is OPNAD still relevant?
* Does OPNAD have anything to do with my franchise agreement(s)?
* Is an OPNAD pledge binding?
* With the changing media landscape is a huge national spend necessary?
Or does it just give Oak Brook control over the message/agenda?
* Does OPNAD represent the interests of its contributors?
I know one thing about OPNAD - McDonald's shareholders count mightily on OPNAD
to protect their investment in the system. The typical McDonald's investor knows little
about OPNAD except they assume McDonald's Operators are legally obligated by their franchise agreements to contribute to OPNAD.
And management leaves investors with the impression that all advertising decisions and stewardship of the advertising budget come from Oak Brook. It's the same way manage -
ment lets investors believe that Oak Brook makes all menu pricing decisions.
Since I don't follow OPNAD discussions and meetings I would be unaware of substantial changes to OPNAD that are already moving forward.
The next two weeks are a perfect time to ask such questions.