I’ve got some advice for Catherine Rampell:
McDonald’s has thus far tried to address its image crisis by giving away free food and airing sentimental ads. But a better, more effective solution might be to address the sources of its troubles head on, and try to become a better global corporate citizen.
A lot of the superannuated hipsters who are complaining about McDonalds being a bad corporate citizen wouldn’t be caught dead in a McDonalds and there’s nothing the franchiser can do to change that. Its franchisees can’t raise their prices enough to cover the additional costs that would be incurred without business falling off disastrously.
McDonalds problem is business model failure. The company grew up in a period when there were a lot of growing families and lots of young workers without responsibilities coming into the job market for the first time. Cheap grub and cost control was the basic model. Those days are gone and the golden arches have lost their luster.
As soon as McDonalds raises it’s hourly wage to $15 I’m taking my 8 yr old daughter in for 3 Big Macs two fries and a chocolate shake on the way to soccer practice. That’s what I’m sayin.
Oh, wait. She’s 17 and isn’t rushing off to soccer practice. In fact, she drives herself and goes to Portillos.
Never mind.
I meant to look into what McD’s problems were the last time this topic came-up, and was left with the impression that Wall Street doesn’t like a static performer, or some other CNBC driven drama about a new CEO’s challenges.
McDonald’s biggest problem is that schools are making the kids watch Super Size Me, inflicting a new generation with a false consciousness that has forced me to take the family to the seedier looking Burger King next door to the McDonald’s because its not McDonald’s. For family road trips, McDonald’s cannot be beat.
I complained to the D. that people eating at McDonald’s that frequently is completely unrealistic. She produced a stat that suggested that I was mistaken, at least if the issue is fast food. Damn computers.
When I wasn’t looking the market changed. Those of us who might eat McDonald’s on occasion have become obsolete. There is either never or constant. The center cannot hold . . .
This gallup poll is interesting, the more money you make, the more frequently you eat fast food on a weekly basis. Does every block in the central part of the Loop have a McDonald’s? Seems like it.
http://www.gallup.com/poll/163868/fast-food-major-part-diet.aspx
Remember the Loop tourist trade, PD.