Monday, December 5, 2011

McDonalds Visceral Innovation is as important as cleanliness.

Restaurants specifically Quick Service Restaurants (QSR’s) understand consumer contemporary relevance. The most frequent QSR consumers are more visceral engaged on a daily basis than someone born sixty years ago.  They are in fact visceral a tuned, plugged in, online or utilizing mobile texting at the fastest rate ever. Visceral attractiveness in décor for Food retailers is as important as cleanliness don’t get left out in the cold.

McDonalds is testing its own proprietary entertainment network billed as “McDonalds Channel” at 19 units currently. With wifi in most units around the US currently this program will ““will entice the customer to sit down and enjoy their meal — and perhaps to stay a little longer.” Competitor Burger King had introduced flat screen tabletops and reportedly is still testing.

Convenience stores and grocery stores will need to install at minimum digital signage in the “deli” or ready-2-eat and heat-N-eat sections of their stores. Food ordering from the pump and TV at the pump is showing up more and more. Many grocery stores use in isle video POS displays.

Visceral attractiveness and consumer relevance are moving forward hand in hand in food retailing.  The ability to show the story in a new visceral way has never been so important.  Visceral displayed grocerant ready-2-eat and heat-N-eat fresh and prepared food is becoming a main stay in all food retailing.

Steven A. Johnson is Grocerant Guru at Tacoma, WA based foodservice consultancy Foodservice Solutions® and writes a blog at: He can be found on LinkedIn at:, Johnson,

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