Hammad Siddiqui - Capacity Building Expert, Trainer and Change Leader.
Sunday, September 23, 2012
Customers Make McDonald's Brand Stronger
“McDonald’s commitment to enhancing the customer experience from our menu and operations to our value and convenience – continues to move us closer to becoming our customers’ favorite place and way to eat and drink.” – CEO McDonald’s Restaurants.
McDonald’s is one of the greatest brands in the world. Kids love it, elders love it and youngsters love it too. No matter you are in Europe, Asia, US or Far East, big “M” signage attracts you as a choice for quick bite. The restaurant chain operates in 117 countries and employees over 1.7 million people. How many people are indirectly engaged with McDonald’s, information which is too hard to obtain. One can only guess “Millions”!
Despite its massive outreach, the brand has suffered from bad publicity too. ItsTwitter campaign #McStories went bananas. And more recently, at London Olympics 2012 where McDonald’s was one of the lead sponsors, the brand got another hit when brand managers were trying to improve ratings, and in the process, they managed to get Mayor of London speak to reporters saying that criticism of McDonald’s was “all just bourgeois snobbery”. Mayor said that “It’s classic liberal hysteria about very nutritious, delicious, food – extremely good for you I’m told – not that I eat a lot of it myself,” he said. “Apparently this stuff is absolutely bursting with nutrients.”