June 10, 2015

McDonald's Operator Comment of the Week

Esterbrook seems competent to me but has his hands full. Andres is a short timer in my opinion. MCD is in this position due to a colossal failure of leadership by the board of directors and top management. Skinner has to give up some skin as well. They did nothing to anticipate changes in consumer taste. They talked a lot about the changing face of America and the importance of technology. They made terrible promotions and did nothing positive with technology except lip service. However, being in the food business they just ignored what was happening regarding consumer taste's and left us flatfooted. Never before has MCD been so reactive. We have always acted to control our own destiny. Selling food for a profit and giving customers a good experience fell as a priority. But, we were certainly "politically correct". Thompson was a nice fellow and smart but he was never a leader. Now, they want to target millinals (sp). These people don't have any money they are mostly living with their parents. MCD needs to take care of MCD and stop over reacting to special interest groups that attack our food and other areas. We worry about competitors that should not even be mentioned in the same sentence with MCD. Fix the food, give us a manageable menu and we will kick their asses. Customers want it fast and hot. Want to build sales? Make the drive thru a major focus. They hire all these high profile "PR" people but what are they going to talk about? The best and most effective "PR" tool we have is the Ronald McDonald Houses. There are great stories to be told there. We have millions invested in them. They are never mentioned. The operators I know are not afraid of these competitors. What the operators are afraid of is MCD. They have done more harm to their own operators than any competitor could have ever done. It defies understanding!!!
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4 comments:

Anonymous said...

Well scribed! When an Operator is afraid to grow because they know the economic challenges, rather than saying the economic benefits there is something systemically wrong. The person who wrote said it perfectly. Operators are afraid of McDonald's and the poor decisions that they have been putting them thru. They could gain quick ground with the Operators if they said they are going to halt ALL investments for 18 months so everyone can get on solid ground. With consumers it is Fix the Food, with Operators it is Fix the Debt.

Anonymous said...

The operators should not wait for MCD to "halt all investments". The operators should halt it themselves. The operators need to protect their own organizations by making these important decisions for their own good which will be in the best interests of the system. The operator can't add debt to their own organization unless they themselves sign the note. Blaming MCD will not get us very far.

Anonymous said...

Boy thats right. The nlc won't protect you (will probably harm you), Karen King won't. Every o/o has to hold in place individually and ignore the political pressures. This managment team won't be around long. Just wait them out.

Anonymous said...

Oh, and stop going to all these dumb meetings and planning sessions. Stay in the stores and cut some labor.