So the chairman says "OPNAD is changing"? Yes, the communications world is changing
and OPNAD must change with it.
But, if things are changing why does OPNAD still have to charge Operators the full 1.6%?
If decisions are being moved to the field why is the OPNAD rate still 1.6%?
A sure sign that OPNAD has too much money is their ability to fund digital menu boards -
or said another way - they have so much money they can fund any Oak Brook driven initiatives.
OPNAD is like most government agencies. They can never accept a decrease in their
budgets and they live on forever.
A few suggestions for McDonald's Operators:
* Pull out your franchise agreement(s) and look for the language that specifically requires
you to belong to OPNAD.
* Pull out your P&Ls and total up the percentage of sales spent on all advertising and promotion of the McDonald's business including billboards, sports teams, Ronald visits,
in store materials, - everything. Radical Operators would even include signage, uniforms (anything with a logo) and the expense of the Dollar Menu and other discounting.
* Reflect on the above when considering the next OPNAD pledge. .