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September 6, 2020

What is McDonald's HQ Thinking?

The past month has seen some huge contradictions for the McDonald's brand. The
Easterbrook soap opera stays in the news and McDonald's management's 
holier-than-thou response is to talk about "values".

Out of the other side of their "values" management has gone all-in to partner with 
a rapper who (like most rappers) glorifies obscene language, sex, drugs, misogyny, 
and racism.

How can a corporation have "values" and then partner with a celebrity who promotes 
the lowest in human behavior?

I remember when McDonald's was a family restaurant chain.

I know, you're thinking it's a generational thing and I wouldn't understand. You'd be 
right that I don't understand how anyone of any age could listen to such garbage or 
pay to hear it. But the generational gap I find frustrating is that many McDonald's Owner/Operators in their 40s/50s/60s might not know what their marketing budget 
is supporting.

But don't take my word for it, read for yourself. Below is a link to McDonald's new 
partner's recent lyrics. 


How are your "values" doing now?
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44 comments:

Anonymous said...

I would like assurance that Top Management and the BOD and OPNAD have personally read the lyrics of these songs before approving them to represent the MCD brand. If they have and because of the debate I'm sure they have then in my opinion they have clearly and purposely destroyed the trust of the operators and our customers. It is unbelievable. These lyrics makes Easterbrooks behavior sound like a Sunday school class. My grandchildren would be punished if they were caught listening to this trash. Whats next, rubbers in happy meals.

Anonymous said...

Good Grief. Whats next? Coming out in support of NAMBLA? Antifa? Black Panthers?

This current McD leadership is DANGEROUS

Anonymous said...

What is next? Rubbers in Happy Meals?

Anonymous said...

I can not agree more.
I been with this brand for over 45 years, since I was 15. During my teens, there was degrading musicians Like Ozzy / Black Sabbath and others. in my 20’s there was Country Artist like Willie Nelson and Hank jr. BUT McDonald’s would have NEVER thought of supporting them. Now we have a CMO Morgan Flatley thinks her job is to make me feel uncomfortable.

What I want Leadership to know; we have walked a way from our kids business by eliminating FUN. Like Ronald and his friends, PlayPlaces done right, Fun Colors in our Dining Rooms and our uniform colors. And installed Happy Meals that are to complex to do correctly and quickly.

They have Eliminated excitement with our Mgrs. By eliminating 2 or 3 regions Mgr Conventions. Something that was the Highlight of every GM’s life. In turned they tried huge Conventions that No One knew who the National leaders where nor cared about. When the Regional Mgrs spoke everyone listen because you knew who they were. Also, aspired to grow to be a Supervisor, Training Or Field Consultant.

Our Values:
- The customers were our purpose.
- I remember the days after Close, if you wanted an Adult Beverage you had to change out of the Arches.
- No Cigarettes in pockets in fear a Child might see them.
- The customer IS right and we would fix it.

My last Day will be October 15th. with this Brand. I am leaving on a High Note my 12 restaurants are doing Record sales and profits. Sales are Up 8.5% over the last 4 months, I have never had a down year in 21 years as an Operator. I have won the Ronald Award, The VP Award, The Mentor award... Been RLC Chair, CoOp President, FAC Board member, a wall full of Outstanding Store awards, had many Mid Mgrs Win there respective awards and a Host of our Outstanding GMs have won Awards. All in All I have been a Success despite No college education. Everything I learned about business, I learned at McDonald’s.

Why am I leaving? I will sum it up this way. We have let our Values Slipped into the Gutter and we have lost our way.
The CEO Scandal, Travis Scott, BBV 2020 Letter & 2020 Extension Letter (Both were Corrosion), we are No Longer a Family friendly environment, we Cater to Folks that don’t even like us nor will they ever be our customers. These are just a few examples.

So Good Luck my fellow Operators.

Anonymous said...

Chris K, Joe E, the BoD and the entire marketing staff should be TERMINATED !
When will Wall St realize that Chris K & Co are clueless buffoons?
Ray is rolling over in his grave! Modern & Progressive sucks!

Anonymous said...

American Airlines on Sunday announced that it will allow their flight attendants to wear “Black Lives Matter” pins on their uniform while on duty. In addition, the company is also working to design its own pin that will show its symbolic support of a diverse and inclusive work environment.Is McDonald's modern and progressive attitude so surprising?

Richard Adams said...

I hope we can discuss this without making it all about race. Yes, most of the celebrities involved are black but in terms of consumers, the vast majority of those consuming the products are young people of all colors. As for BLM, the race issues have been hijacked by a well funded, well-organized group of anarchists bent on a revolution in the United States.
BLM is not about race - but a lot of uninformed white people still think it is.
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Anonymous said...


American Airlines, McDonald's, and every corporate entity that stands for nothing seems to find themselves backpedaling and marketing right now. I don't know who's marketing is different/better. AA? or McDonald's?

On another note the NOA email today was dog crap, in my opinion. I love Blake and support the NOA to the end.... but it seems, to me, we are constantly "falling in line" with McDonald's corp. thought process.... ask Chickfila if they would hire Travis Scott and be open on Sunday?????

One more comment, according to a recent NOA survey, Dollar drinks were only slightly more favorable than T. Scott.... Yet, somehow, it passes OPNAD..... What the hell??? seriously?

I really need a tutorial on why MCD is pushing this so hard... I'm a shareholder, and I care about EPS and Owner's. earnings. AKA. Cashflow. by increasing prices on dollar drinks may lose customers, but just like our limited menu, we will make more money off of the customers that actually like us.

Why do operators vote this stuff in?? are we such idiots? DEFUND OPNAD....

Anonymous said...

For some reason this was ignored by the national mainstream media?

Black Lives Matter mob stormed a McDonald’s restaurant in Rochester this weekend. The mob brought in the bullhorns and were screaming at employees and screaming in general.

At one point the BLM leader starts threatening the black restaurant manager.
This was complete lawlessness.

Richard Adams said...

The mainstream media is pretending that the demonstrations are "mostly peaceful" and not covering the rioting and looting.
.

Anonymous said...


This promotion is by far the the most revolting thing that I i ever seen. Racism,extreme profanity, nudity, discrimination, etc. are you kidding me? Click o the app. Page and in the bottom right you click on video. It will make you sick to your stomach.

Anonymous said...

Even more proof that OPNAD should be defunded

Anonymous said...

Anonymous said...

On another note the NOA email today was dog crap, in my opinion. I love Blake and support the NOA to the end.... but it seems, to me, we are constantly "falling in line" with McDonald's corp. thought process.... ask Chickfila if they would hire Travis Scott and be open on Sunday?????

One more comment, according to a recent NOA survey, Dollar drinks were only slightly more favorable than T. Scott.... Yet, somehow, it passes OPNAD..... What the hell??? seriously?



SPOT ON ! I may not renew my NOA membership for my 15 stores if they are so weak kneed

Richard Adams said...

McDonald’s U.S. Chief Marketing Officer Morgan Flatley added, “Everyone has a favorite McDonald’s meal, no matter who you are. Travis is a true McDonald’s fan having grown up visiting our restaurants in Houston, not to mention one of the biggest musical acts and cultural icons in the world. This is the first time in nearly 30 years we’ve introduced a superstar’s name to our menu – we’re excited to bring the Travis Scott Meal to a McDonald’s near you starting next week.”

Now, I don't know anything about Morgan except that her corporate bio concludes with
"Morgan currently resides in Chicago with her husband and three children."

If the three kids still live at home that implies they are young. Does Morgan want her kids to grow up listening to this kind of spoken pornography?
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Anonymous said...

FLATLEY should be FIRED. ANOTHER MORON

Anonymous said...

Michael Jordan had NONE of the baggage 30 years ago that Travis Scott has today.

What OPNAD reps voted for this GARBAGE?

Anonymous said...

IN WHAT UNIVERSE DOES THIS SUPPORT OUR FAMILY VALUES?
Hey Flatley- sing this to your kids! Note,beibs is a hood word meaning cocaine

Richard Adams said...

I wouldn't wish that her kids be exposed to that language but it would be interesting to ask her or one of her lackeys to stand before a Co-Op or OPNAD meeting and read those lyrics aloud.
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Anonymous said...

Next up on Morgan's list of cultural icons: Cardi B and her WAP happy meal!

Anonymous said...

Our Leadership to include, McDonald's Corporation, NFLA, OPNAD and NOA have again agreed to allow our culture to be further diminished. A brand that has and always was for family values and safety for all that visit. To think they fired Ronald and we end up with this character. This is not a race issue, it is an issue on what the systems values are. To support an individual that has lyrics that blatantly describes females as deposits for bodily fluids, toys to play with and to drug them to allow his pleasures? To call out his conquests towards individual race is insane.

Morgan as much as she like to describe this individual:
Travis is one of the biggest musical acts and cultural icons in the world. His music has garnered over 3 billion global streams reaching an enormous audience, and he’s earned multiple Grammy nominations – with his critically acclaimed 2018 record Astroworld even going triple platinum. From his impossible-to-get Nike sneaker line, to a cereal collab with General Mills that sold out in 30 seconds, to a record-setting virtual concert series inside Fortnite, Travis Scott is the definition of big in culture.

Big in a who's culture?? Will we now hear his music playing in our dining rooms and at our meetings if we ever go back to face to face meetings?

Beyond this, he is a true fan of McDonald’s and our craveable, iconic food. He will resonate and spark excitement with our youthful multicultural customers, and has a few surprises to delight our crew and ensure they are part of the excitement.

Chick-Fil-A is laughing their butts off on how misguided we are as a brand with no sense of dignity.

Richard Adams said...

I wasn't going to mention Cardi B. but since you guys brought her up..... A month ago I didn't know who she was, just one more pop-culture name to ignore.But in mid-August, she did an interview with former VP Joe Biden. It was obvious that the entire conversation was scripted and Joe had no idea who he was talking with. So I looked up her "music" and it's worse than anything Travis Scott ever thought about putting out. 

In fact, I'm not even going to provide a link. If you choose to be exposed to this stuff do your own search for "cardi b + wap lyrics". Be prepared to be very disgusted.

And Joe Biden is proud that his daughter is a "big fan".

Here's their interview (16 minutes) - https://youtu.be/o71LtfUtSAo

Disclaimer: I'm not saying Cardi B. has anything to do with McDonald's (yet) but she shares an entertainment genre with the newest McDonald's spokesperson. And now, thanks to McDonald's Corporation, McDonald's Owner/Operators are swimming in this sewage.
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Anonymous said...

Next up as a McDonalds spokesperson: Colin Kapernick.

You may laugh, but this guy is more playable than Travis Scott.

Next after that: 50 Cent to promote the new mandatory 50 cent drink program. ( Don't worry, shareholders, MCD will still sell McCafe at full price when they compete with us in retail stores everywhere).

BTW, when is NOA going to pick up a banner and go to battle? Hopefully before it's too late.

50 Cent might be reviewing his McDoanlds sponsorship contract right now.

Anonymous said...

To see what a stupid idea paying Travis Scott to be our image is, let's look outside the puzzle palace that the MCD HQ has become:

The country elected Donald Trump, not the Travis Scott listeners that were undoubtedly "With Her"

Dunkin just hired Charlie D'Ameliorate, a wholsome teenage Tik Tok star ( biggest audience in that platform) to be i s image. Parents won't have heart attacks when watching her content and the kids LOVE her. Their " Charli" drink is full priced coffee.

Chic Fil A has cute cartoon cows

BK has a goofy King costume character.

Us? Huh???!!

Anonymous said...


If cardi b. Is the next famous person as suggested, we should withhold all Opnad contributions. The lyrics are absolutely disgusting and not reftectivw of who we are as a brand. The noa needs to get involved before it is too late.

Anonymous said...

Travis Scott meals are selling very well....but why? OPNAD will say because of his popularity but then why do they need a national discounted price point, and not get full margin? If I am a customer and I can get a Travis Scott meal for $6 and my Qtr Chz meal is $9.29 and Big Mac $8.99 (yes I am in a very high-cost market) I am of course going to buy the Travis Scott meal for over $3 cheaper.

So get ready for all the congrats, recognition to OPNAD how successful the meal was, and I will sit back and wonder why can't OPNAD come up with anything not nationally price pointed or discounted?

Anonymous said...

If Travis Scott is such a draw, WHY ARE WE DISCOUNTING HIS MEAL?!?!?!

Its like having Mercedes sell a model for the price of a KIA and then bragging about how it sold so many units more than Audi and BMW

kimosabbe said...

Get Woke - Go Broke .. in 3..2..1

Anonymous said...

How many Travis Scott meals would we sell at $8?

Anonymous said...

Any statement coming from Chris K?

Anonymous said...

To the above comments, you are spot on!!! This is yet another disingenuous marketing plan that McDonald's has forced on operators..... WE did vote this in. However, with a lack of specifics on who the entertainers where and what the price point would be...... Damnit. Why do we keep getting taken advantage of like this.

This meal would sell if was called the solar system bundle.... people are buying it because it's cheaper than a QPC meal....

This is exactly the stuff that fosters resentment and frustration between operators and corp.

NOA -- Help us Defund OPNAD. Become our new Operator led independent marketing giant.

Anonymous said...

Keep asking the same... While no one likes to be confrontational, but its time NOA draws a line in the sand. Waiting another month, just to get another membership campaign speech will mean the demise of that organization.

Anonymous said...

How many Travis Scott meals would we sell at $8.

Great question, but it's very bad that we will never find out. Someone in corporate HQ is married to this program and for selfish personal reasons will never allow us to raise the price for fear of it not being a "success" ( for the executive, who could not ace less what happens to owners profitability).

Same as $1 drinks. Someone else's baby. Who gets rewarded no matter how much cash flow we lose. What was that post about Dunkin's drinks selling for full price? That is real marketing and zero discounting.

No skin in the real game at MCD

When are we going to wake up? When is NOA going to take over?

Richard Adams said...

Many MCD corporate people and agencies will gauge the success of this promotion on the activity on social media. Now if McDonald's Owner/Operators can figure out how to make a profit on Twitter and Facebook mentions.
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Richard Adams said...

Netflix could be a possible future promotional partner for McDonald's Corporation.

https://www.the-sun.com/news/1341658/netflix-cuties-highly-sexualised-drama-twerking-squad/

Netflix will now just pump septic waste straight into your living-room (link below).

https://babylonbee.com/news/awesome-netflix-will-now-just-pump-septic-waste-straight-into-your-living-room/?utm_content=bufferbe249&utm_medium=social&utm_source=facebook.com&utm_campaign=buffer&fbclid=IwAR00YIMQEvDQZlao5URu_D7npn7FFIWZSZbt0Qgw9GscKEVzo_t_Ri5M1JE
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Anonymous said...

Richard said :
"Many MCD corporate people and agencies will gauge the success of this promotion on the activity on social media. Now if McDonald's Owner/Operators can figure out how to make a profit on Twitter and Facebook mentions."

Spot on. What these dolts that never signed the front of a check don't understand is that we have loan covenants and those require dollars in profit to avoid defaults.

My employees don't take a check paid in Instagram likes instead of dollars.

I can't deposit Facebook likes in a bank account.

MCD phonies will put up PowerPoints showing how much "engagement" an unprofitable promotion got on social media, well will MCD take retweetsout of my Twitter account instead of dollars out of my bank account to pay service fees and rent?

3....2....1 Next Promo: "Like us on Instagram to receive a coupon for a free Big Mac with fries every Monday!"

Anonymous said...

I hate to say this because I was verbal about the lyric's and still object to them.. However, I'm shocked and amazed at the sales we are seeing. I have received requests from friends in other states for the tee shirts. Our distribution center is having to allocate product to stores and not taking orders so as to have enough for everyone. It is a comment about what our society has become. Talk about morals all you want but no one is going to give back those sales dollars. I'm looking at our product mix and sales and I don't know how to respond.

Richard Adams said...

The question is, once you're in the sewer how low can you go? The governor of California just signed a law easing the penalties for pedophilia. Maybe he should be the new corporate spokesperson.

Just saying, once there are no standards or values there are no limits.
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Anonymous said...

Ummm... you take a $8.50 meal, sell it for $6.00. In a $15 an hour labor market. Competitor meals are $9.50... so you could of sold it with sumple marketing and no price point. Instead you gave it away..

Do I really have to do the math for you, as to the draw. Now combined it with an online coupon for an additional discount.

Great success, top line sales with minimizing cashflow. You do understand, its the cashflow part Operators pay the bills with?

Anonymous said...

MCD employee who pushed the Travis Scott promo said: I hate to say this because I was verbal about the lyric's and still object to them.. However, I'm shocked and amazed at the sales we are seeing. I have received requests from friends in other states for the tee shirts. Our distribution center is having to allocate product to stores and not taking orders so as to have enough for everyone. It is a comment about what our society has become. Talk about morals all you want but no one is going to give back those sales dollars. I'm looking at our product mix and sales and I don't know how to respond."

If you actually owned and operated a restaurant and were not just a paid marketing hack that gets check no matter what, you would raise the price before you went broke. Selling more at a loss does not equal making money, ever.

BTW--Hopw many T shirts did we just give away? $1 million worth? $3 million? Yeah., solid business plan right there.

People are trading DOWN from full priced meals due to this promo.

Anonymous said...


F&P Clarification: As part of our marketing commitment, McDonald’s will reimburse F&P on all Travis Scott promotional bundles sold both on mass and digital-only channels, since the meals are being sold at the discounted price of $6 for the meal. The F&P reimbursement will be $2.51/meal. However, when the Travis Scott sandwiches are sold a la carte, they are sold at full margin – without any discount – so the F&P reimbursement does not apply. Also, please note that given how the information is reported in QSRSoft, owner/operators may see sandwiches listed as a la carte items when they were in fact sold as part of the promotional bundle which was discounted. MHQ has visibility into transactional data that breaks down the exact number of sandwiches sold a la carte vs. how many were sold as part of a discounted meal bundle and will apply the proper F&P reimbursement accordingly.
Product Mix Data: McDonald’s and QSRSoft are now providing a store level way for restaurants to view product mix information sold through the promotions engine

Richard Adams said...

Thanks for that clarification.
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Anonymous said...

The ONLY answer to this foolish marketing is to not sign your 2021-2022 OPNAD pledge card until the last minute. Also tell your OPNAD rep that we MUST have voting transparency by publishing individual reps votes!!!

Anonymous said...

Good comment above^. There needs to be accountability in this vote. Let’s defund OPNAD and fund NOAD.... National Owners Advertising.

Richard Adams said...

Consider leaving McOpCo out of the mix. It would reduce the budget a bit but not like it would have in the past and would also reduce the amount of corporate influence. OPNAD dates back to 1966 - time for retirement.
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