In today's issue of USA Today, reporter Bruce Horovitz interviews four industry "experts" on tips to keep McDonald's on top and relevant in the years to come. Read the full article here. Some of the suggestions are good, others seem to miss the mark or suggest changes that are contrary to McDonald's business model. Here are my thoughts, but be sure to read the entire article to see who said what:
1. Fix Dinner. I agree but would suggest that dinner is a place where many traditional fast food restaurants, not just McDonald's, struggle. The chains that seem to make a good leap into the dinner hour are the ones that can provide something that "feels" like dinner. El Pollo Loco is a good example, as bringing home a roasted chicken and some fresh veggies or beans makes sense at dinner.
2. Serve breakfast all day. Amen, brother. True story that just happened the other day: I was driving between AZ and CA with my wife and mother-in-law. It was 10:26am and they wanted breakfast while I wanted lunch. At this particular McDonald's, the cutover is at 10:30. So I could order breakfast but would have to drive around the building again and order lunch. If McDonald's says it is impractical to leave the full menu available all day, how about just bacon, egg and hash brown items? I don't think too many people would be upset if they couldn't get hotcakes at 3 in the afternoon, but an egg sandwich should be totally doable.
3. Roll out monthly specials. I think promotions are effective too, they don't have to be special menu items.
4. Sell sausage. Oh brother. That sounds like somebody's special craving. If the country (or world) wanted sausage (brats or whatever) McDonald's would be selling them. The real comment seems to be to offer a unique alternative $1 item. We can talk about that one at #6 below.
5. Out-customize everyone. This one seems the most unrealistic. McDonald's does far more customization than they did in the '70's or even the '80's, when Burger King's "Have it your way" mantra rang true. But McDonald's needs to balance customization with speed, one of the real reasons people still go to FAST food restaurants. I go for the two-all-beef-patties-special-sauce-lettuce-cheese-pickles-onions-on-a-sesame-seed-bun, not some custom combination.
6. Stop price creep. Taco Bell has tried to keep their under-a-dollar menu robust with non-meat items like potato-based and cheese-based items. At McDonald's you go for the meat. I am not sure it is realistic to expect them to put an artificial cap on prices without cutting quality or not meeting expectations. Look at how they replaced the double-cheeseburger with the McDouble, a double patty with one slice of cheese. A good effort to control costs but one that admittedly made this author distressed.
7. Consider home delivery. Hey, if that works, great, but it feels like a niche at best.
8. Lure Millennials. I agree McDonald's needs to stay relevant to each generation and I don't see a risk of that changing. Feels like a marketing suggestion more than anything else.
What else would I do to keep McDonald's relevant? Here are some of my ideas:
1. Streamline menu choices. There are some variations that are unnecessary. Three kinds of Angus burgers in addition to the core burger menu seems excessive and probably is not what people go to McDonald's for.
2. Completely revamp the chicken menu. This has been my battle cry this year. McDonald's needs a decent chicken menu, centered around a signature (tasty and distinct) grilled sandwich.
3. Reduce variation in store design. McDonald's used to be cookie-cutter-uniform. Virtually all stores looked the same. Over the '90's and '00's that changed as experiments in becoming more Starbucks-like, Ikea-like, or minimalist took over. The current hodge podge of different styles does not reflect well on delivering a consistent brand image to consumers.
4. Embrace Ronald McDonald. Stories accusing McDonald's of using Ronald to get kids hooked on fattening fare will come and go. I say that is no reason to throw the clown out with the bathwater. Ronald is iconic and needs to take center stage in driving families back into the restaurants for breakfast, lunch, AND dinner.
Got other ideas? Share them!
As we mentioned before, the CBO has arrived in America. A staple on menus in several other countries, the CBO offers some interesting alternatives for McDonald's fans.
There are two versions of the CBO, chicken or beef. When you go with the beef option, the base burger is the Angus patty that makes up McDonald's other specialty sandwiches. The chicken version will be interesting to try and I will review that in an upcoming article.
The sandwich is sturdy and strikingly un-McDonald's looking. Employing a recent trend, the CBO comes wrapped in a made-for-holding paper wrapper inside a cardboard box. As an aside, it is interesting to see how all the new sandwiches seem to be embracing the paper wrapper. And you know how we here at Fast Food Source feel about paper wrappers! We are FOR them!
My sandwich was hefty and generously endowed with nice fat pieces of bacon, tangy mayo spread and juicy onions. My first thought when picking up and biting into this sandwich? It tastes like something Jack In The Box would make. That is not a bad thing. In fact, Jack's Ultimate Cheeseburger ranks up there near the top of Fast Food Source's meaty cheesy hit list. The CBO is meaty, cheesy, big, thick and juicy. Exactly as it should be.
Bottom line, the beef version of the CBO is as advertised. I look forward to trying the chicken variation, especially to find out if it digs Mickey D out of the bad chicken menu hole they seem to have fallen into.
Apparently, Carl's Jr. thinks that the hockey puck smashed breakfast sandwich below is appetizing! No, this didn't get crushed in the bag - it was served to my wife this way. Normally, Carl's has a higher level of care in sandwich assembly. At the very least, they are proud to offer towering burgers overflowing with meaty goodness. I guess those sandwich stackers sleep late and miss breakfast.
We've started bringing the fast food menus back online. The first to return are the most-recent ones, that is, everything that is within about 18-months or so. We'll ease into a regular pace of phasing others as well, so thanks everyone for the feedback and glad to see that these are useful!
Since 2000, Fast Food Source has been the premier independent site dedicated to fast food lovers, offering fast food restaurant menus, and nutrition information, as well as fast food blogs, articles, forums, and fast food industry news. We offer fast food location information for over 50 cities and more than 80 fast food chains.
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