We are not ‘turned around;’ we had a good fourth quarter basically because of the weather and menu price increases. We are still the low-cost provider in the industry. McPick 2 for $2 must die.
One quarter a company dost not make.
I am very alarmed about the discounting push that is underway in every local co-op. Ihave never seen the corporation be so aggressive with discounts. The regionalmarketing teams are adding numerous other discounts to the McPick 2, primarilybreakfast items. They are encouraging, quite literally, everything being on sale.
The Oak Brook boys want to compete with more upscale fast-casual chains and yetthe only answer they ever have is discounting and giving food away. They don’t knowwho they want to be!
Post a Comment