I had one of my favourite days yesterday. I took my little sister off my Mum’s hands by looking after her in my flat. I always take the opportunity to spoil her rotten: buying sweets, taking her out for lunch, playing in the park… great fun.
She’d been quite lucky, because it turned out she’d had a McDonald’s the last two days running.
This put me in mind of an article I’d read in the FT recently. McDonald’s has been going through a bit of a hard time recently. There have been scandals, with a human tooth and pieces of vinyl found in their food. There has been a big push by their workers to raise wages. Most importantly, customers aren’t coming through the Golden Arches as often as they used to.
They’ve bought in a new CEO, Steve Easterbrook, who’s successfully run the UK operations, to turn things around. He’s been busy outlining his new plans:
“the first critical step of our operational growth-led plan is to strengthen our effectiveness and efficiency and drive faster and more customer-led decisions”
“As we turn around our critical markets, we will create strategies which leverage our scale and competing power, bring disruptions to life and sharp brands on the move. We will also seek to be more progressive around our social purpose in order to deepen our relationships with communities on the issues that matter to them.”
Any idea what he means? Me neither.
It might help if he were to talk about making food people want to eat.
Anyway, I can’t take Steve’s plans seriously. McDonald’s future can only be secured when that menace, the Hamburglar, is finally behind bars. What are you doing about him, Steve?