Un-Masking Consumer Touchpoints from the Eyes of Steven
Johnson the Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
McDonald’s,
the global fast-food titan, has long been at the forefront of consumer
convenience, affordability, and brand consistency. Yet, in a dynamic
foodservice landscape increasingly shaped by grocerant trends — that hybrid
space between grocery and restaurant — McDonald’s
has stumbled more than once. From digital confusion to misaligned brand
experiments, the Golden Arches have faced crucial missteps over the past
decade.
Drawing
insights from the seasoned lens of the Grocerant Guru®
— an advocate for frictionless, consumer-focused foodservice experiences — this
article unpacks six major blunders, offers five repositioning strategies, and
outlines four vital consumer touchpoints that could elevate McDonald’s into its
next era of success.
Six McDonald’s Missteps Over the Past Decade
1. Failure
to Fully Embrace Fresh
While competitors like Wendy’s leaned hard into "fresh, never
frozen," McDonald’s lagged in making fresh beef standard — and did so
slowly, confusing customers.
2. McWrap
Debacle
The introduction and eventual discontinuation of McWraps highlighted McDonald’s
failure to understand fast-casual health-focused appeal — they didn’t support
it operationally or message it effectively.
3. Menu
Creep and Confusion
The menu ballooned with too many items, which overwhelmed both consumers and
kitchens, leading to slower service and inconsistent product quality.
4. Overlooking
All-Day Breakfast’s Brand Value
McDonald’s pulled back on All-Day Breakfast during the pandemic and has been
slow to bring it back fully — despite its widespread consumer popularity.
5. Inconsistent
Experience Across Digital Platforms
The mobile app and self-service kiosks often deliver varying promotions,
availability, and user experiences, eroding trust in digital ordering as a
reliable tool.
6. Lagging
in Plant-Based Innovation
The half-hearted McPlant rollout was eclipsed by competitors who fully embraced
flexitarian trends with scalable, taste-first options.
Five Repositionings to Reclaim Relevance
1. Reignite
the All-Day Breakfast with a Grocerant Flair
Add “grab-n-go” breakfast snack packs or breakfast bowls available all day,
merging the convenience of a grocerant-style meal kit with the familiarity of
McDonald’s flavors.
2. Shrink
and Smarten the Menu
Trim redundant SKUs while layering in regional favorites via seasonal LTOs —
creating both operational clarity and customer excitement.
3. Digital
Experience Unification
A seamless, uniform app and kiosk experience that rewards repeat usage and
adapts to local preferences could rebuild digital trust and re-engage
mobile-first consumers.
4. Plant-Based
That Sells (and Tastes)
Collaborate with a trusted plant-based brand (e.g., Beyond Meat 2.0 or NotCo)
and fully commit to rollout with flavor-forward advertising — focus on taste,
not tech.
5. The
“McMarket” Concept Store
Pilot hybrid stores with a curated menu of pre-packed meals, branded grocery
staples (like McD sauces), and order-ahead tech — the next evolution of QSR
meets grocerant.
In a Battle for Share of Stomach
Four Consumer Touchpoints for Future Success
1. Frictionless
Pickup Portals
Drive-thru lanes for mobile-only orders and smart lockers inside for app-based
pickups — blending speed and tech for busy consumers.
2. Meal
Bundles That Mimic Home Kits
Family bundles styled like a meal kit — mix & match mains, sides, and
drinks, available for both immediate consumption and reheating at home.
3. Sustainability
Storytelling at the Point of Sale
Incorporate QR codes on packaging linking to transparent sourcing stories,
sustainability efforts, and local initiatives — building emotional brand
loyalty.
4. Grocerant
Partnerships in Retail Aisles
Launch co-branded retail items (think McNugget Dipping Sauce variety packs or
Egg McMuffin DIY kits at Walmart or Target), creating omnichannel presence and
expanding brand reach.
Think About The Grocerant Guru’s Final Bite
The
evolution of consumer touchpoints is no longer optional — it’s foundational.
McDonald’s must pivot from a static fast-food framework to a flexible,
grocerant-informed platform. Elevating the consumer experience across all
touchpoints, from app to aisle, will be the defining challenge and opportunity
for McDonald’s in the next decade.
Because
in the grocerant era, it’s not just about what's on the tray — it’s about
where, how, and why the consumer chooses you at every turn.
Drive Sales. Boost Profits. Stay a Step Ahead.
The
Foodservice Solutions® team is dedicated to helping you grow your
top-line sales and bottom-line profits.
Are
you looking a customer ahead? We have the strategies to get you there.
🌎
Visit GrocerantGuru.com
📩 Contact us: Steve@FoodserviceSolutions.us
No comments:
Post a Comment