By Debbie Schlussel
In the wake of the continuing decline of McDonald’s and the news, last week, that the restaurant was dumping its CEO, I thought it was time to pull out this article I’d been saving since last year. The Republicans should listen to this expert advice on McDonald’s. At least some of it.
Back on Christmas Eve, I was at a Detroit-area shopping mall doing some research for a project I’ll let you know about at some point in the future. I took a break at one of the mall’s coffee hangouts, and took out the day’s print edition of the Wall Street Journal. And I noticed an article in which the Journal solicited business experts to give advice to McDonald’s on how to stem its decline. Even though I don’t eat at McDonald’s (because it isn’t kosher–except in Israel), I’ve been following the chain’s successes and stories for years, especially since it came under attack from leftist nutjob Morgan Spurlock in “Supersize Me.” It’s one of the great American companies. And I read a lot of articles about businesses and restaurants that I don’t patronize. As I read the experts’ advice in the WSJ, I thought, “Hmmmm . . . this is great advice for the GOP, which tries to be everything that it thinks the liberals and America’s changing population demands.” I particularly thought of the push for illegal alien amnesty to allegedly please Hispanic voters and the emphasis on giving up opposition to affirmative action and abortion to please, respectively, minorities and women. So, last week, when it was announced that Don Thompson was fired as McDonald’s CEO, I thought it was time to bring out the article and the experts’ advice.
I also, by the way, would be remiss if I didn’t notice the parallels between Micky D’s ousted chief, Thompson, and the former RNC Chair, Michael Steele. Thompson is Black and many say he got his job because of affirmative action, which may be why he failed miserably. Before his promotion to the top, McDonald’s was kicking butt in both profits and stock prices. And under him, both of these (as well as same-store sales year over year) declined. It reminded me of Steele, appointed Republican National Committee Chairman mostly for his dark skin tone. His incompetence didn’t help the GOP, and he tried to reach out to low-life rappers like Jay-Z and rap impresario (and enabler of Jew-haters) Russell Simmons to get Black GOP voters. Did that help? Nope. But it made the GOP like something it’s not: the DNC. Now, Steele, long since deposed, is defending Muslims and their extremism, touting the BS that Islamic terrorists are just a few people, rather than the heroes of over a billion.
(And while a number of McDonald’s franchisees complained that it takes too long to be fast and efficient with so many menu choices–clogged by “healthy” options which nobody buys–Thompson suggested “resolving” that with allowing customers to customize sandwich toppings, likely making service even slower.)
And, so, the parallels between McDonald’s and the advice it was given over a month ago in the Journal and the route that the GOP should take, are stark:
Larry Light, CEO of management-consulting company Arcature and former McDonald’s chief marketing officer:
. . . . In the short term, the first priority is to love the customers you have. I am concerned that the McDonald’s strategy seems to be more focused on customers they would love to have. Attracting new customers is an imperative, but keeping current customers is the base upon which customer attraction yields incremental growth. Protecting the base is about never sacrificing the core principles that made the brand successful, and one of those in fast food is speed. At Five Guys if you order a customized burger you have to stand around and wait for it. McDonald’s core customer wants fast service. McDonald’s has lost trust and trust is a multiplier, so if trust is zero, it doesn’t matter what else they do. Read the rest of this entry »