From the Hussain and Droulias email; "we want to remind you of your confidentiality obligations and the serious consequences that can result from such unauthorized disclosures"
Guess that dosent apply to the CEO because hes smarter and better than us.
"To attract other customer groups" The company has generally walked away from local store marketing (LSM). Programs that can be used by operators to aggressively invite "other customer groups" into the stores is needed. The "Ronald" program in the schools and community were once effective but have fallen from favor. The "Ronald McDonald Houses" we excellent PR but these to have fallen from favor. Even though "Ronald" is no longer available LSM should be a focus. It absolutely does build sales.
Yes, dumping LSM is going to be a real mistake. But McDonald's is once again in the hands of a bunch of accountants who want to measure and quantify everything. LSM isn't something you can measure. An Operator knows if it's working if he or she are in the restaurants but it can't be tracked by a computer in Chicago. Maybe the next corporate team will bring back Ronald and LSM, it wouldn't be hard but it will take new leadership at the top.
If the corporation objects to having a clown as its logo/spokesperson that is ok by me. However, if they think that LSM is not worth the effort and they don't want to develop effective LSM programs for the operators to use I believe that it is a big mistake. The operators need programs to aggressively invite people into their stores other than giving product away for a loss. I know the arguments about childhood obesity, so stay out of the schools is what they say. However, good LSM is a combination of effective public relations, building awareness of our nutrition facts, ect. LSM offers an effective opportunity for targeted discounting by couponing with clear time frames, specific products, specific day parts. It gets people into the stores when they would not otherwise come in. Like after a movie, after school, on holiday's like Mothers day, Fathers day, when sales are traditionally soft. Operators can still do these things without a corporate program but having corporate support in designing programs is very helpful. The idea of deep discounting to drive unprofitable sales increases is counterproductive.
9 comments:
Nice way to give the competition a heads up. Gives them time to change their plans and go head to head.
And yet McD O/Os aren't even allowed to talk to each other!
From the Hussain and Droulias email; "we want to remind you of your confidentiality obligations and the serious consequences that can result from such unauthorized disclosures"
Guess that dosent apply to the CEO because hes smarter and better than us.
"To attract other customer groups" The company has generally walked away from local store marketing (LSM). Programs that can be used by operators to aggressively invite "other customer groups" into the stores is needed. The "Ronald" program in the schools and community were once effective but have fallen from favor. The "Ronald McDonald Houses" we excellent PR but these to have fallen from favor. Even though "Ronald" is no longer available LSM should be a focus. It absolutely does build sales.
Remember the "All American" meal.
Change back from your dollar - https://www.youtube.com/watch?v=4oBpdBn5GZw
Yes, dumping LSM is going to be a real mistake. But McDonald's is once again in the hands
of a bunch of accountants who want to measure and quantify everything. LSM isn't something
you can measure. An Operator knows if it's working if he or she are in the restaurants but
it can't be tracked by a computer in Chicago. Maybe the next corporate team will bring back Ronald and LSM, it wouldn't be hard but it will take new leadership at the top.
If the corporation objects to having a clown as its logo/spokesperson that is ok by me. However, if they think that LSM is not worth the effort and they don't want to develop effective LSM programs for the operators to use I believe that it is a big mistake. The operators need programs to aggressively invite people into their stores other than giving product away for a loss. I know the arguments about childhood obesity, so stay out of the schools is what they say. However, good LSM is a combination of effective public relations, building awareness of our nutrition facts, ect. LSM offers an effective opportunity for targeted discounting by couponing with clear time frames, specific products, specific day parts. It gets people into the stores when they would not otherwise come in. Like after a movie, after school, on holiday's like Mothers day, Fathers day, when sales are traditionally soft. Operators can still do these things without a corporate program but having corporate support in designing programs is very helpful. The idea of deep discounting to drive unprofitable sales increases is counterproductive.
Chrisk K is a clown...just google howdy doody.
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