Once upon a time, McDonald's Corp. was concerned with the legality of dictating menu prices to franchisees. To the point that direction came down from corporate legal that company (MCD) employees should not be involved in menu price discussions with franchisees. Legal said that, if, in a Co-Op meeting, franchisees were discussing a menu price promotion, the MCD employees should leave the meeting.
Of course, this was widely ignored in the field. It was especially impractical because at the time, something like 20% of USA stores were operated by McOpCo. Deep discounting made a major dent in corporate profits.
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McDonald’s has been using two main tools to get those consumers in its loyalty program and its McValue Menu. But Kempczinski said that “roughly 50%” of the company’s customers do not use either program. ... Maze
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Does that mean 100% is the goal?
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That's the goal.
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