January 26, 2015
In this wonderful video, McDonald's new cmo throws every dreadful cliche in the marketing jargon handbook at their problems and comes away with nothing.
If you're a fan of journeys and sharing and relationships and conversations and open dialogues you're going to love this.
Being the thoughtful and generous person I am, I would like to offer McDonald's new cmo an alternative view of the universe. And a few ideas about how to turn their tanking business around.
You seem like a nice and smart person. However, I think you may be on the wrong track here. I worked on the McDonald's business for over 15 years and I have a scrapbook full of claptrap about relationships and customer engagement and dialogues and brand transformations that went nowhere.
It is my view that a little less highfalutin' philosophy and a little more practical application of sound business practices would do you a lot of good. To wit:
1. Clean up the fucking stores.
2. Serve the burgers off the grill instead of those plastic drawers.
3. Teach the crew how to smile.
When you're done with that, then you can do all the journeying and dialoguing you want.