The Missing Ingredient in McDonald’s Big Mac
By LC on Jan 10, 2008 in Consumer Behavior, Retail Business Coaching
I have a great deal of respect for McDonald’s, and a good bit of that is from my experience as an employee back in the $.15 burger days. They taught me how to work in production.
In grad school we studied their new product introduction cycle; it’s one of the most sparse in the industry. There was a three year void of new products between the existing line and the introduction of the Big Mac, way back when. McDonald’s doesn’t make many mistakes, and they still have the highest margins in the industry. And as we discussed in this recent article, they are still tops with us boomers.Yet, the “how many MBAs did it take to screw this up??” resurfaced yesterday when I bought my first Big Mac in several years, at the drive-thru.
Being a dedicated multi-tasker, as you probably are as well if you’re in this business, I often eat while I drive. I know, I know, that’s a no-no. As a matter of fact, Nation’s Restaurant News in May 2001 cited a study of “vehicular dining.”
According to recent studies conducted by the American Automobile Association and by the Public Health Department in San Francisco, drivers who ate and drank — coffee, milk shakes, colas, juice and other nonalcoholic beverages - behind the wheel were at least as dangerous as those who talked on cell phones.
However, at least 80% of us DO eat or drink while driving occasionally, and that fact is inarguable. A marketer, be them a one off strip mall retailer or a multi-national corporation, must meet the market and customer needs, and McDonald’s didn’t meet mine yesterday.
Driving up Interstate 5, yakking with some broker on the cellphone with the bluetooth, sipping my Coke, I opened one of the two Big Mac boxes (there’s a 2 for $4 deal going, how could I say no), I was horrified to discover the missing ingredient–NO PAPER WRAP! The cardboard box was the packaging and I knew what you see on the left was going to happen.
I ended up with half a head of shreaded lettuce, secret sauce, and burger juice running down my arm, onto my jeans, and the landing spot was the seat of my SUV. It was a damn mess and I blame the Ivy League schools for turning out too many knuckleheads obsessed with saving $0.002 per product delivery while marketing and product delivery get ignored.
I had the same question about the genius boys several years ago when I left KFC with a HALF a drink holder! Instead of the usual four-place cardboard holder, they gave me a half a holder for 2 drinks. How the hell does THAT work? Try balancing two sodas in traffic without a base to hold them. Did the packing managers miss their basic physics class?? Bet they saved a quarter cent though, and got a weekend in Dollyland as a bonus.
When the customer leaves your store, or your drive-thru, the customer experience continues until the product is consumed, stored, or discarded. An omission like this can cost any retailer a customer. Jamba Juice has “customer walks” several times a day, not only to insure the path to the store is free of trash and debris, but the trip out of the store when the customer first tastes the product is equally as pleasant.
What do you do to insure that a positive customer experience continues after you’ve got their money?
On Jan 9, 2008, Obbop said:
I am a slob. I wear grungy clothes.
Let the BIG Mac smother me in detritus.
I just don’t care.
Life is good and my belly is BIG.
Bulbous, even.
Burp
On Jan 10, 2008, pchef said:
Too Funny. love the article and it’s so true! I can just picture myself seeing you saying stuff like that!
On Jan 10, 2008, ccg2006 said:
I haven’t had a Big Mac in DECADES, it’s just to darn big. I remember the styrofoam packaging, but I don’t remember the paper wrapping. But I do like the way that In and Out wraps there burgers for those of us who dine and drive on the regular. It’s just easier to handle and contain the mess that we know is always on the brink.
But how many companies still think about going the extra mile instead of the bottom line? With the instant gratification mindset that most of our society is in, how many consumers are mindful of what good customer service should be? Most of them don’t give customer service a second thought until they receive really bad customer service.
On Jan 10, 2008, LC said:
ccq~But how many companies still think about going the extra mile instead of the bottom line?
That is what this forum is all about, evangelizing that the two are not only not mutually exclusive but that the show of excellence and respect for the customer will drive the success of any business.
Look at Rite-Aid Drug, for example. They are one of my favorite targets as they show NO respect for the consumer, and apparently little for their employees. How are they doing compared to Walgreens?
On Jan 11, 2008, ccg2006 said:
I absolutely agree, and wonder how some businesses are able to DO business. Consumers, as well as employees, are will to sacrifice customer service (which I believe includes store cleanliness, acknowledgement of customers by employees, and the after sale follow-up if possible) for lower prices of products.
If you are able to stretch your dollar further by cutting corners by neglecting your key relationships with customers and employees, there are others to take their place when some of these people have had it with the abuse. There are always people willing to pay less for less customer service if they believe they are receiving more product.
On Mar 27, 2008, Mary said:
Next time try In-N-Out — they give you a paper wrap, and a lap mat plus IMHO it’s a better burger!!!