McDonald’s Shows How To Keep The Magic

Jim Luff
Posted on September 4, 2013

As times change, so does the original fast-food burger chain. That’s why it’s still around and doing it all for you even better.
As I was driving down the road yesterday to my office, I was saddened to see that a McDonald’s restaurant had been razed. The reason it made me sad is that the particular location was where I held my very first job at the ripe age of 15.

I learned later in the day that the location was torn down to make way for new, more modern building. This is a significant investment. I imagine on a smaller scale it would be similar to the day we decide a vehicle is no longer viable and needs to be replaced.  It is an investment in customer service and particularly the tool we use to serve customers. To McDonald’s, the restaurant building is the tool it uses to serve its customers. I suppose if the building existed when I was 15, and was certainly not new when I started, they got at least 40 years out of it. 
Later on that evening, I was watching a McDonald’s commercial that was promoting its egg white meals, fresh salads and berry drinks.  Obviously, the focus was on eating healthy. Back in the day, we had burgers, double burgers, the Big Mac, Quarter Pounders and Filet O’ Fish as entrees. Nobody cared about eating healthy. The menu was simple and the competition was minimal. The number one competitor was Burger King. Wendy’s didn’t exist yet and there were not very many independent burger stands in my community. McDonald’s was the king.
Today, you can hardly find a Burger King and Wendy’s seems to be on the decline as well. Maybe it’s because they didn’t keep up with the times and trends. People began to realize that they had choices to make about what they ate and where they got it from.
How does it all relate to us? No matter what industry you are in, you have to pay attention to the trends and desires of customers or you’re going to get left behind. This could mean dumping the 8-packs in place of sedans, moving into the world of bus work or adding online booking to your website. It could mean adopting an app for iPhones to book a reservation, or Heaven forbid, becoming an Uber affiliate.

— Jim Luff, LCT contributing editor

Related Topics: customer service, industry trends, Jim Luff

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