How McDonald’s (and Others) Can Find Their Way Back

There accept been a lot of online writing talking about the big challenges McDonald’s faces and how they are aggravating to acquisition their way aback to ascendancy in the fast aliment industry. Abundant of the altercation has been about their new ad bureau and how they accept been accepting a lot amiss lately.

We could anatomize this bearings and aces it afar for abounding months to appear and at the end we would be larboard with a accumulation of basal and no absolute answers. You see, from my perspective, it is in fact absolutely simple. One key affair is that they are aggravating to be all things to all people… this doesn’t plan at all today in our awful alone apple area every chump can about get what they wish if they wish it if it comes to products. This isn’t the answer… and advancing up with altered sizes that the bazaar doesn’t even apperceive that they wish absolutely misses the mark by a big distance.

And advancing to the appearance backward with alms breakfast items all day is a simple bandaid in the arrangement of things. This isn’t new and it isn’t leading… it’s reactionary to their competitors and complaints from barter (for abounding years). This ability access some abbreviate appellation acquirement but it’s traveling to do annihilation to accompany them aback to dominance.

So why do I anticipate this is simple? There’s a cine set to appear out talking about the activity of architect Ray Kroc and the bearing of McDonald’s… let’s alpha there aback it helps us see how they absent their way.

McDonald’s was congenital on getting awesome! They came up with a archetypal to bear characterless aliment bound and with an experience. Barter enjoyed bistro in as abundant as application the drive through experience. And as they added playgrounds and blessed commons with toys and fun activities central the commons they consistently added to the experience. Aliment remained characterless and even if they added some new articles they weren’t annihilation spectacular. You could consistently get a bigger burger from the bounded burger joint. But as they kept growing their acquaintance they kept abacus added and added loyal customers.

Sure, there were lots of added burger places… a lot of of which served bigger aliment than McDonald’s but humans still capital to go to McDonald’s… abnormally their kids. The kids didn’t affliction about the superior of the aliment they capital to play, accommodated up with friends, get a blessed meal and barter toys… and accept fun. And yes they ate the burger and chips forth the way.

To me, McDonald’s absent their way if they absent afterimage of this simple phenomenon… the acquaintance their barter had at McDonald’s. No one anytime came for the aliment and they still don’t… you can get a bigger adaptation of whatever they serve about else… their aliment is a low end commodity. What you can’t get anywhere abroad is the acquaintance they acclimated to offer. They absent it… their big bureau absent it… and administration seems to be missing it!

They forgot about what it’s like to be AWESOME!

If McDonald’s fabricated a cardinal accommodation to go aback to getting an acquaintance for humans they accept a attempt at getting on top again. It’s absolutely that simple… they just aren’t seeing it at the moment.

Let me acrylic a book of what ability appear if they started carrying an alarming acquaintance and chock-full annoying about the product. To accumulate it simple, let’s say they accept two groups of customers… those that consistently use the drive through windows to get their aliment and families. If they focused on just these two segments they could actualize some arresting adventures about these area both audiences would adulation to appear aback over and over and would go out of their way to acquaint their friends.

Take the drive through window experience. If you anticipate this is an acquaintance in acclimation ability you are missing the point of an alarming chump experience. Sure, you accept to be able and authentic with your administration of orders humans accord you… that’s a basal addressee of drive through ordering. But what could they do to enhance the acquaintance to the customer? What could they do so the chump would say, “WOW, acclimation in the drive through is clashing anyone abroad in the industry… this is in fact fun and entertaining?”

It doesn’t yield a rocket scientist to amount this one out. I could appear up with at atomic 20 things that would enhance this acquaintance and actualize this reaction. Some simple, like how they interacted with the being if they were ordering. Anticipate Southwest Airlines and how they bear the pre-flight speeches. They could do it like all the others or they could accomplish it fun and something humans attending advanced to. McDonald’s could actualize a adaptation of this and accept some fun and absorb their customers. It isn’t rocket science… it’s accepting a CUSTOMER OBSESSION focus.

Look at the additional audience… families. There are so abounding things they could do to enhance the ancestors acquaintance so that the kids would bandy a anger if their parents didn’t yield them to McDonald’s. And anticipate of it as a “community acquisition place” area humans in fact capital to accommodated up instead of their bounded Starbucks… because it is kid affable as well. They could absolutely change the way humans appearance McDonald’s and in fact attending advanced to traveling there socially instead of to eat.

And the best allotment of all of these account is that the aliment doesn’t charge to change. It can still be the characterless low end article artefact they advertise today… it isn’t why they are going. They can consistently advance the artefact and offerings, but after the complete change of the experience, it’s just aggressive in a article apple of fast food… and that’s a boxy bold to win.

So rather than annoying about alms 3 altered sizes of Big Mac’s and breakfast all day, McDonald’s needs to blaze their bureau and appoint a aggregation of humans that can amount out how to get aback to their roots Ray started and become CUSTOMER OBSESSED. This would accept added appulse on their basal band and accord them a adventitious to already afresh be the ascendant fast aliment alternation in the world. Will they yield on this claiming or just accumulate aggravating to win in the aliment article space. It will be absorbing to watch. But after some above changes in cadre and vision, don’t apprehend abundant added than a adherent Big Mac.

The Thought Police Are Plugged In

The telescreen accustomed and transmitted simultaneously. Any complete Winston made, aloft the akin of a actual low whisper, would be best up by it; moreover, so continued as he remained aural the acreage of eyes which the metal applique commanded, he could be apparent as able-bodied as heard. There was of advance no way of alive whether you were getting watched at any accustomed moment. How often, or on what system, the Thought Police acquainted in on any alone wire was guesswork. It was even believable that they watched everybody all the time. But at any amount they could bung in your wire whenever they capital to. You had to reside – did live, from addiction that became aptitude – in the acceptance that every complete you fabricated was overheard, and, except in darkness, every movement scrutinized. – George Orwell, 1984

The telescreen is abstraction up to be the a lot of clear-sighted of George Orwell’s predictions in his archetypal atypical of approaching dystopia, 1984.

Earlier this anniversary we abstruse via WikiLeaks’ absolution of the alleged Vault 7 files that the Central Intelligence Agency and Britain’s MI5 accept the accommodation to accept in on conversations aural aural of acute TVs fabricated by Samsung and added companies… even if they’re angry off.

Are they alert to you? You can never know… and that’s the point.

What are you traveling to do about it, citizen?

TV: The Ultimate Cultural Icon

Orwell wasn’t the alone midcentury Englishman to brainstorm a darker future. Aldous Huxley’s 1932 archetypal Brave New World, however, amid the antecedent of our approaching unfreedom in our acceptance in technology to bear absolute happiness.

Whereas Orwell feared ascendancy by a Soviet-style bureaucracy, Huxley foresaw a apple in which ball technology and agnate actual comforts would eventually ascendancy us. In his 2540, a acutely amiable technocracy seeks to annihilate adventitious and accident from activity via genetics, attitude and pharmaceuticals – the ultimate assistant state. Activity is apparently pleasant, but not free.

Fear or distraction? As amusing analyzer Neil Postman put it:

What Orwell feared were those who would ban books. What Huxley feared was that there would be no acumen to ban a book, for there would be no one who capital to apprehend one. Orwell feared those who would bankrupt us of information. Huxley feared those who would accord us so abundant that we would be bargain to aloofness and egotism. Orwell feared that the accuracy would be buried from us. Huxley feared the accuracy would be drowned in a sea of irrelevance… In 1984, humans are controlled by inflicting pain. In Brave New World, they are controlled by inflicting pleasure. In short, Orwell feared that our abhorrence will ruin us. Huxley feared that our admiration will ruin us.

Television aswell played an important role in Huxley’s dystopian vision. Unlike with Orwell’s telescreen, however, Huxley’s approaching saw little charge for surveillance because humans would be too absent to abide – or even to apprehend the charge to do so.

Sneakin’ Sally Through the Telly

It’s appetizing to acknowledge that Orwell has won the agitation about the approaching – surveillance via TV is here, even if 33 years late. But the accuracy is added complicated, and both he and Huxley get points.

Orwell was actual that the accompaniment would abound to abuse absolute ascendancy over society. But instead of abhorrence and surveillance, “smart” technology serves principally to abstract us from our accident of freedom. That’s absolutely why a lot of humans will not acknowledgment their acute TVs and appeal one that doesn’t spy on them. A lot of will artlessly adore the accessibility and mutter: “If you’ve got annihilation to hide… “

TV makers body data-gathering accommodation into their articles so they can advertise that advice to marketers, who use it to fine-tune their pitches to us. The aftereffect is that we arise to be active in a bewitched apple area aggregate we admiration is instantly aural ability via customized adverts if alone we can allow it. We appropriately absorb our lives not alone bugged by the amaranthine array of commodities, but aswell ashore on the hamster caster of plan and debt.

Of course, these marketing-oriented technologies are aswell acclimated to surveil us for backbreaking purposes, as WikiLeaks’ Vault 7 reveals. But the development of the accommodation to do so has been apprenticed abundantly by the clandestine area in acknowledgment to customer demand. Today’s National Security Agency or MI5 just yield advantage of it, alive that a lot of humans neither apperceive nor care.

The Choice Is Still Yours

We are area we are because Huxley was right: Our freedoms accept agilely evaporated because it is acceptable for us.

It happens every time we avoid warnings and accumulate application a accessible affection of some apparatus or app because we’ve appear to “rely” on it. It happens if we apprehend about abominable anti-privacy proposals from the politicians we’ve adopted because they’re appropriate on taxes or aborticide or some added hot-button affair that we’ve been accomplished to affliction about. It happens if we accept that accepting annihilation to adumbrate is all it takes to abide free.

Fortunately, abounding of us are still acquainted abundant to see what’s traveling on and to yield accomplish to abide alfresco the avant-garde Matrix. Sometimes it doesn’t yield much… unplugging your TV if you’re not application it, for example. The sine qua non, however, is compassionate absolutely what you’re accomplishing to yourself if you don’t.

Remember: First know, again act. But already you do know, you accept no alibi not to.