From time
to time when the team at Foodservice
Solutions® sees something posted that we know will benefit our regular
readers we repost it here. This is one
of those cases. We found this article at
1851 Magazine written by Mary Zavell. McDonald’s
has firmly cemented itself into consumer minds across the globe our team thinks Mary nailed
this article.
The yellow arches alone are iconic and recognized across
countries and cultures. How does this brand go about building an empire and
what lessons can other franchises learn from it? Here they are 10 things Mary
Zavell noted in her article:
1. Never underestimate the power of marketing.
McDonald’s is constantly engaging in marketing efforts
and doing so with a strong sense of consistency in order to reinforce its
messaging.
2. Adopt healthy options to appeal to changing consumer taste
without compromising the speed of your service.
While it is important to be aware of consumer
preferences, it is also critical that speed is not diminished. Fans expect a
certain level of efficiency from brands.
3. Be innovating in a way that continues to service clients as
markets change.
McDonald’s has always been willing to change. Having this
adaptability will help brands reach long-term success because they will be able
to grow with the industry.
4. Embrace new technology.
McDonald’s has never been afraid of utilizing new
technology, and these investments have paid off for the company by increasing
its operational efficiency. The integration of kiosks allows fans to place
orders quickly and reduce time spent waiting in line.
5. Keep it simple.
McDonald’s offers a streamlined number-based menu system
that helps move people through the ordering process as quickly as possible.
Rather than listing out all the menu items a customer would like to order, a
simple number suffices to cover nearly everything.
6. Do not fear change.
McDonald’s has shifted its approach to real estate over
the years. Though locations now require a smaller footprint, they have
increased drive-thru opportunities. This change has helped them to capitalize
on changing consumer preferences towards taking food to go.
7. Grow with existing owners.
One way that McDonald’s has been able to maintain
efficiency and consistency is by growing within and focusing on multi-unit
operators. These franchisees are able to personally oversee and deliver the
same experience over a range of restaurants which helps the brand maintain the
same level of quality.
8. Keep your process tight.
Brands with streamlined procedures tend to experience
more consistent results and are able to replicate this success from one
location to the next. Having structure and set guidelines for all aspects of
the business will help with creating a standardized experience.
9. Remember that ubiquity doesn’t breed success.
The biggest player doesn’t always experience the most
financial success. While McDonald’s is a widely recognizable name, it is not
necessarily on top from a monetary perspective.
10. Keep things in perspective.
Just because a brand is on top does not mean that this
will always be the case. Be aware of what is happening within the industry and
adapt to changes. McDonald’s has experienced dips and surges in popularity over
the years, and this can be expected from other franchises.
Interested
in learning how Foodservice Solutions 5P’s of
Food Marketing can edify your retail food brand while creating a platform
for consumer convenient meal participation, differentiation
and individualization? Email us at: Steve@FoodserviceSolutions.us or
visit: www.FoodserviceSolutions.us for
more information.
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