I spent much of last week talking with reporters, analysts, and
McDonald's Operators about the problems created for franchisees
by the never ending discounting in the QSR industry.
Then, over the weekend, I stopped at a McDonald's drive-thru.
Pulling into the inside lane I was confronted with a back lit display
box mounted six or eight feet in front of the full menu board. The
message in the sign was essentially the same as this banner to the
Riddle me this - you've got me in your drive-thru lane, I'm not going anywhere, why are you suggesting I order your cheapest food?
Wouldn't an Operator prefer I spend a few more bucks on a signature sandwich meal?
I remember when increasing the average check was a good thing.