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May 15, 2019

The Simple Life

Simplifying ADB and phasing out Signature Crafted are good moves. It's great to see 
changes that are actually "Operator Driven". 

I have a suggestion to take things a little further - back off on all the "customization".

There was a cultural shift in the McDonald's system someplace in the last decade when McDonald's corporate people convinced themselves that customers wanted menu variety 
over fast service. It seems to have started with slow service times after the introduction
of Made For You.

I've written often that the dumbest thing I've ever heard a McDonald's corporate person 
say was when a PR person was trying to justify the long lines with MFY ... "Guests don't 
mind waiting longer if they know the meal was prepared just for them". Felony stupid.

Here's an example - using the in-store kiosks - the kiosk is constantly asking you if you 
want to "customize" your order. Maybe some of that is unavoidable (McCafe) but it sure 
could be deemphasized.

I'm suggesting Operators go though the McDonald's operating system including kiosks, 
the McDonald's App, McDelivery, etc. and look for anyplace a customer might encouraged
to make changes to their product.

I'm not suggesting that Operators turn off or turn away customers that want to "Have It 
Their Way". They will always be with us. Just don't encourage them to develop bad habits.

And maybe we'll see less goofy YouTube videos of millennial customers screwing around
with the kiosks.
.

6 comments:

Anonymous said...

Those "Operator Driven" initiatives are a direct result of efforts on our behalf by the NOA!
If you are not a NOA member-JOIN NOW. If you are already a NOA member, be sure to attend the next NOA meeting in Dallas October 7th & 8th !


MMGA

Anonymous said...

Simplification is a joke.... We get rid of ADB 2.0 and Signature crafted. But add a bunch of new ingredients to the lineup with Worldwide favorites. Then McD expects owners to execute at a high level with essentially zero training materials. McD training department needs to up its game. Station guides are perhaps the best tool we have. no one uses the tablets. After all, this is really the only thing we're buying as a franchisee -- We're buying a training system, with the hopes of making money, one of these days.

Anonymous said...

Ever since the demise of the Regions, the Field offices training and support has been a joke! What are we paying service fees for??????

Modern & Progressive

MMGA - JOIN THE NOA !

Anonymous said...

yeah, but the shareholders are "Lovin' it." That;'s who management is legally obligated and personal incentivized to serve.

Richard Adams said...

And that's why franchisees need an active, independent group to represent their interests to achieve balance with shareholders. If unchecked management will always side with the shareholders. Hence our constant refrain that franchisees should be in ongoing communication with Wall Street analysts and the media.

Anonymous said...

DA sez- "And that's why franchisees need an active, independent group to represent their interests to achieve balance with shareholders. If unchecked management will always side with the shareholders. Hence our constant refrain that franchisees should be in ongoing communication with Wall Street analysts and the media."


Hence the URGENT NEED for the NOA !!!!!