So OPNAD is to vote on advertising McDelivery - this is McCafe all over again.
In the spring of 2009 OPNAD began national advertising of McCafe when only about two-thirds of the stores had the product. A lot of customers were disappointed.
On the October call with analysts, management claimed that by the end of the year 9,000
U.S. stores would have McDelivery. Again, that's about two-thirds of the 14,000 stores.
Deja vu all over again.
This a particularly dicey problem since some stores will never have McDelivery.
And when OPNAD wastes money like this national sales suffer. The year 2009 was going
along pretty well with positive same-store sales until McCafe and then sales flattened out. That's bound to happen when advertising a product millions of customers can't access.
Operators will be able to tell a lot about their OPNAD reps when this vote is taken.