National marketing is more efficient - until it isn't: Maze
OPNAD once made a lot of sense; now it just centralizes $$$ and power in Chicago
National marketing is more efficient - until it isn't: Maze
OPNAD once made a lot of sense; now it just centralizes $$$ and power in Chicago
9 comments:
Corp destroyed LSM years ago, and the consolidation at National (OPNAD) deprives the local coops, who know the customer best, the ability to customize local efforts to best serve the local consumers and to maximize impact and success in markets. OPNAD should be no more than 1%, and the balance should be spent locally. Additionally, giving Chicago control of the Mobile App offers was a huge mistake and lead to huge give aways, higher food and promo costs, and only benefitted the company, NOT the local stores.
What can you expect from a senior management team and national marketing who (most of) have never worked in a store ?
The problem has always been - no one will tell us the truth. Corporate will lie to us becuase they want to maintain control of the money. And of course, the ad agencies will always want us to spend more money. So it's not about efficiency; it's about greed. We never get the truth.
Largest issue is , by far, that National app discounts are controlled by a select group of operators and the entire operator body has zero control.
Do the select group of O/Os control anything or do they just know how to take orders?
SLT just took a huge amount of money from OPNAD to the Digital Team they own and control. This was done without a fight as the Owner Operators do not stand ground as the are fearful of repercussions for having a different opinion. They have dismantled a system that gave us tremendous financial growth and moved the funds to their balance sheet for their financial growth. Look at the results....Sales are negative in the majority of the coops and guest counts are also negative in the majority of coops. Chris, didn't you state it's not relationships that matter it is results that matter, while drinking your Pepsi product a few years ago???
Greed Indeed
Select Lemmings
Absolutely spot on
Post a Comment