Key Ingredients of the McDonald's Experience

Matt Buttell 

Web Editor, MeetTheBoss TV 

http://meettheboss.tv/

While the recession certainly may have impacted business, and while expose books and major movies have been plotting its downfall for years now, McDonald’s is once again growing. In fact, the restaurant chain bested the rest of the industry in 2009 with continued sales improvements and market share gains.   

Here are the facts: McDonald’s remains the world’s largest chain of hamburger fast food restaurants, serving approximately 47 million customers each day. And, while it may have been surpassed as the largest global restaurant chain by multi-brand operator Yum! Brands and sandwich chain Subway in recent years, things are looking up for the restaurant chain once more.   

The reasons for a brighter future are simple: McDonald’s values corporate responsibility and looks to “take action” to achieve results and maintain open lines of communication with customers and key stakeholders. While this may read like nothing more than corporate jargon, it’s backed up by Pierre Woreczek, SVP and Chief Brand & Strategy Officer of McDonald’s Europe, who explained in an exclusive interview with Adam Burns, Editor-in-Chief of Meet The Boss TV, that by "adapting to our local surroundings, [we] have been able to change and drastically improve the world perception of this company." 

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Changing faces  

Predominately when you think of McDonald’s you think of hamburgers, milkshakes and french fries, and while such products still feature heavily on the McDonald’s staple menu, times have changed for the restaurant chain.   

In short, then, while the "classic" menu still includes such iconic foods as the Big Mac, the Quarter Pounder and the Happy Meal, an aggressive menu revamp five years ago has seen the introduction of more sandwiches, salads and a wider selection of beverages as part of the premium menu.   

What’s more, McDonald’s is no longer the place "deadbeats" go to work. In fact these days, McDonald’s is so committed to its people, providing opportunity, a commitment to nurturing talent, developing leaders and rewarding achievement have become so paramount to McDonald’s that they believe a team of well-trained individuals with diverse backgrounds and experiences are essential to their continued success. 

There are other things changing for McDonald’s too as the restaurant chain looks to develop the perfect equilibrium for success. The restaurants are all built around contemporary interiors, with artistic photos and modern materials; restaurants all play the same music; are designed into specific "areas" – the linger zone, offering armchairs and sofas; the grab and go zone, offering tall counters, bar stools and room for diners who eat alone; and the flexible zone, targeted toward families and large groups, offering booths and more flexible, moveable seating.   

In addition, McDonald’s is also committed to ethical standards, conducting business to high standards of fairness, honesty and integrity. The fast food giant is also committed to being open and honest about the nutritional information in their products: publishing guidelines to help consumers lead a healthy lifestyle.   

"We have created a very, very interesting digital approach to transparency called ‘Make Up Your Own Mind’, where anybody can jump in and ask questions and receive the answers they need very rapidly," explains Woreczek to Adam. "They will open doors where the consumer can visit farms and see how we are doing things, not only in the restaurants but also at the supply chain level.  

"As a company we are an important player in making people aware of nutritional information. Questions have been raised around nutrition, around the environment, around key corporate social responsibilities issues, and we have to agree that we are part of the problem and have to be part of the solution," he added.   

"These are very complex issues that the society is facing, so as a big company, we need to provide and participate and offer solutions."