Coalition of Franchisee Associations

May 10, 2016

Gone Click-Baiting'

Those who use the Internet as a news source are familiar with the term "click-bait". 
No matter what the content, a website earns income by generating "clicks" on their
headlines. Therefore the headlines become more startling and the content of the story
is less and less important.

It's easy for public companies to take advantage of this phenomena by pumping out 
trivial news knowing that reporters and bloggers will publish any piece of non-news just 
to get clicks.

Why else would the McDonald's spin machine publish a press release announcing a
four store garlic fries "test" on the west coast.

The "test" is appropriately small but it has been inappropriately hyped by the Oak Brook
PR department in their desperate attempts to  continue the "turnaround" story.

But now the four stores ran out of product - not such a big deal - McDonalds veterans will 
remember the supply problems in the early days of McRib. But this has generated a new 
round of click-baiting and the Oak Brook PR machine must claim a huge successes with 
garlic fries.

This most certainly means the product must now go nationwide and the decision will not 
have been made by McDonald's customers or Operators but by PR flacks in Oak Brook.

Once a new product idea is given national publicity it no longer can be called a "test".


Richard Adams said...

Of course this stuff takes on a life of its own and during the next few quarterly calls or investor conferences the wall street types will be expecting an update on garlic fries.

Anonymous said...

I hope it comes with breath mints.