Experience of the Future is hurting our profits. Labor is increasing, and there areconstant additional costs. The Corporation’s standard line is, you will need to addanother person to handle this new product, table service, or whatever the new initiativeis. The 0.80% that we were to save with the new Co-Op advertising structure and newOPNAD [Operator’s National Advertising] rate to help pay for Vision 2020 is alreadydisappearing. Many of the things that our current agencies now include will beadditional charges with the new advertising agencies. The main issue will continue tobe hiring and retaining enough employees to work in the restaurants. McDonald’s isdoing nothing to make the job easier for the restaurant managers and crew. Theycontinue to push the restaurant personnel to do more and put more pressure on themwith grading, etc. Every week there is a new initiative for the managers to focus on.They need to slow the initiatives down and have less of them, as even our long-termemployees are now quitting. The Corporation is having the same issue with theirpersonnel, as they demand more and more from their people. McDonald’s Corporationis thinking short term, not long term.”
Also .80% savings we are suppose to see is being eroded by Regional Marketing folks trying to scare us into spending more.With statements Like “the CoOp .70% was just a starting point”, “we will have to spend more to have a complete plan” or “I am not sure the OpNad plan will get us all the way there, so you will have to plus it up locally”.I would prefer McDonald’s to Just say what they mean Starting Out and NOT play Stupid games. This coming from someone that has heard and been at every meeting about this 2020 Plan.
Whatever we are going to be saving on advertising is a shell game it is just going to the marketing line or food cost with all the giveaways on the McDonald's APP that is called customer acquisition cost just a different and new way to get customers in the door.
A shell game to raise the OPNAD contribution, consolidate Co-Ops, and reduce the number of agencies giving more power and control to Chicago headquarters instead of the Operators in the field. Classic control-freak management.
Our relationship with Corporate is the worst I’ve seen in my decades as an Operator.The top management has removed the best region- and zone-level personnel whohad any relationship with the Operators. They have gutted field service, and pushedmore responsibility on the Operators. With the lowest base rent now at 15%, they willget Operators to squeeze prices to compete, but 19% to the Company in rent andservice fees is not sustainable for the Operators over the long haul. And those aregreen fees because they will demand more and more products to drive top line. Whathappened to the promise of simplification? That’s the way.”
Giving Oak Brook control over the offerings on the Global Mobile App was a HUGE mistake. They will promo us to death, regardless of losses, to drive Sales and TCs. Thanks OPNAD and NLC operator cowards
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