There have been many comments mentioning OPNAD. While I doubt McDonald's Owners read them, profiles and press releases about McDonald's corporate personnel often mention that the featured person has been involved in "modernizing" McDonald's.
What about modernizing OPNAD?
OPNAD was launched in the late 1960s as an Owner/Operator initiative.
Keep in mind, in the late 1960s:
The Vietnam War was at its peak.
Lyndon Johnson was POTUS.
Seat belts were only an option in new cars.
No one on McDonald's senior management team had been born yet.
Yet, OPNAD keeps marching along as though it is part of the McDonald's franchise. It's really not. It's just that management has worked hard at making it seem so.
If McDonald's Owner/Operators are unhappy with, or don't trust, OPNAD, shouldn't this financial powerhouse be modernized?
4 comments:
OPNAD is a relic that should have been put to rest 20 years ago. Today, OPNAD only serves to subsidize the higher cost large markets GRPs at the expense of the smaller (cheaper) markets. Even Paul Schrage admitted this back in the mid eighties. You could spend the dollars far more effectively by buying Local.
Most think the exact opposite and that OPNAD is always the most efficiant way to spend the Operator's money.
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The Corporate brainwashing and propaganda has been very successful.
Given all the changes in the media business over the last 20 years, it must be really hard to keep up, especially when operators have to rely on the corporation for up-to-date information and perspectives.
... Side note: As an Owner/Operator, I felt like I was supporting an exclusive club when I made payments to my local co-op. When I paid OPNAD, I felt like I was just sending more money to corporate. Maybe that's because when I was a corporate puke, I was involved in endless internal discussions. Internally, OPNAD was always referred to as "our money" or a regional VP might say "my money".
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