McDonald's International Media Days 2008 (Day 3, Part 2)

This posting will wrap up The McChronicles experience at McDonald's International Media Days 2008. It was an incredibly rich 3 days of information, accessibility to people, and insight. Here is how it concluded.

After we departed McDonald's advertising agency, DDB, where we learned of the two latest corporate initiatives, we headed to the McDonald's 50th Anniversary Restaurant located at 600 N. Clark St., in Chicago. It is a pretty special restaurant on one hand as it is relatively large, super tidy, two-storied, double-drive-thru'd, McCafe'd, etc. - yet, on the other hand, it seems pretty normal with all the usual offerings, decor, etc. In other words, it was an exciting place in which to feel at home.

Our first move was to continue the official rollout of the new "1 minute to move it" (one minute to move it) campaign by joining a bunch of local elementary school children as they "moved" their minds, bodies, and souls by taking part in various activities (exercise, art, puzzles, games, challenges, etc.). Joining them was U.S. Olympic gold medal winner Shawn Johnson (who spoke at the formal announcement ceremony at DDB). She is the perfect age to get the playfulness of the kids, to be full of curiosity herself, and to also understand the ramifications of "moving it" for 1 minute. Of course, her fame is also very valuable for the program. Anyway, she was fully immersed in the activities - no "star" issues here - and certainly appeared to enjoy it all.

The McChronicles thinks these rollout events are very valuable and would like to see them continue throughout 2009 (versus ending quickly). These examples and opportunities are a very helpful method of reminding us all that it is important to enrich ourselves. The question is ... is this McDonald's JOB to pay for this? We all know that it is NICE to be reminded about these valuable activities, but who owns the responsibility?

Even if McDonald's isn't responsible, it still may be a good way to keep us all visiting them. Interesting.

Our next move was to enjoy lunch. After sampling so many new and exotic McDonald's specialties during the week, The McChronicles settled into familiar territory by ordering a double cheeseburger. After the recent double cheeseburger value meal issue, we were surprised to learn that this special McDonald's has NO dollar value meal menu - and to pay $2.15 for the sandwich. That's a lot more than the $1.00 The McChronicles pays back home.

The McChronicles: a blog about, not affiliated with, McDonald's.

Images: The McChronicles.

McDonald's International Media Days 2008 (Day 2, Part 2)

Next up on Day 2 of McDonald's International Media Days 2008 was Senior Director, U.S. Restaurant Design, Max Carmona who outlined the company's Green Building Strategy. And, if you think this is just about the building, you will be surprised.

But, speaking of buildings ... did you know?:

• there are 14,000 McDonald's restaurants in the U.S.
• there are 31,000 McDonald's restaurants in the world.
• the concept of a "Green Restaurant" has been under development for years and is now already rolled out in the south side of Chicago.
• Green Restaurants are under construction in France, Brazil, and Canada.

The bottom line of Max's assignment is to create a functional and environmentally progressive facility that "satisfies both the customers' perception and the crew's satisfaction".

Max outlined critical elements of his program, grouping them into four major categories:

• water reduction
• energy reduction
• materials of construction
• social equity

Then, Max delivered The McChronicles to the actual Green Restaurant, on the corner of 42nd and Ashland on Chicago's South Side (a community known as "Back Of The Yards"). There we were met by Doug Kimball (pictured) who provided an extremely detailed tour of this living laboratory. The tour started with two drawings of the facility, a site overview and a building detail.

The site and building exterior feature innovations including: LED signage that consumes tons less energy,permeable paving that allows rainwater to soak into the water table versus swamping the public drainage system, a cistern that collects storm water used to water the native vegetation - both on the ground and on the roof, skylights, and a heat recovery system. Trust The McChronicles - there is lots more.

Doug then headed indoors where he handed The McChronicles over to John Rockwell who pointed out features such as: low-flow plumbing features saving water per flush, LED lighting and a computerized system that measures natural light and adjusts artificial lighting accordingly, multiple recycling stations, and building materials (tables, chairs, divider walls, decorations, etc.) made from recycled materials such as milk and detergent containers, ceramic floor tile made from 40% pre-consumer waste material, and decor made using low-emitting materials.

Honestly, it was difficult to take it all in on the first pass.

The McChronicles: a blog about, not affiliated with, McDonald's.

Images: The McChronicles.

McDonald's International Media Days 2008 (Day 2, Part 1)

The McChronicles enjoyed an excellent Day 2 of McDonald's International Media Days 2008.

This morning started out with a presentation on McDonald's Strategic Beverage Initiative. Speaking was Mr. Lee Renz, Vice President of U.S. National Beverage Strategy (top image). Mr.Lenz stated that it is McDonald's goal to become, "a beverage destination". In addition to the company's carbonated and bottled beverages, and the shakes, coffees, etc., McDonald's is moving into latte's, espressos, frappes, and smoothies. These beverages will come to us from an increasing number of McCafes.

Now, there will be two distinct McCafe strategies. "Globally" a McCafe will include beverages and food - sometimes a restaurant in a restaurant, sometimes (as does already exist in places) a stand-alone. In the USA, a McCafe will be a beverage-only affair and will only be found within a McDonald's restaurant. This is said to be because corporate research strongly indicated that U.S. customers prefer beverage products only versus a beverage and pastry offering.

Renz went on to say:

• "We are trying to develop a new brand underneath the McCafe umbrella."



• "We focus on our customers, their desires, and their behavior when they visit us."



• The goal is that, "all eligible restaurants are able to offer these products". (there are about 12,700 "eligible restaurants" in the U.S.)
  

The full rollout of the U.S. McCafe project will conclude near the end of 2010 and has already started. Renz added that McDonald's "has tons of great ideas" for the expansion of the project. It seems that this idea has a great chance of florishing beyond the current scheme

Later in the day The McChronicles sampled existing and prototype McCafe beverages. From hot chocolates, to caramel and coffee frappes, to smoothies - this product suite seems to have something for most everyone. The McChronicles does NOT like coffee, yet we found the caramel and coffee frappe very tasty - even with the distinct coffee flavor. Interesting!

The next event began when Bob Langert, Vice President, Corporate Social Responsibility (bottom image), took the stage. Bob started McDonald's Corporate Responsibility blog - a very meaningful tool for both reaching out to, and opening up to, the world. Do make the link.

Bob took this opportunity to announce the McDonald's 2008 Corporate Responsibility Report (being released later today). You can read the report using the link, so we will stick to Bob's presentation and discussion.

Bob continually emphasized "responsible food" and said, McDonald's wants to go beyond rhetoric and "bring corporate responsibility to life".

The McChronicles wants to thank Bob for taking the more difficult high road and continually making McDonald's activities more transparent while being a part of the team making McDonald's actions increasingly exemplary. For these (and other) efforts, "The Roberts Environmental Center at Claremont McKenna College has given McDonald's an A+ for the quality of our voluntary reporting on environmental and social issues. We are the only company in the food services sector to receive so high a grade."

The McChronicles' bottom line is, "Chronicling the McDonald's Brand Experience From The Customers' Point Of View", so, as customers, we really appreciate any and all efforts to make both our McDonald's dining experience, as well as our time here on Earth, a more enjoyable, responsible, and sustainable event.

More to come! Stay tuned.

The McChronicles: a blog about, not affiliated with, McDonald's.

Images: The McChronicles.

Double Cheeseburger Issue (part 1)

According to a comment posted at Netflix's MOVIE FANS site, and pointed to by a McChronicles commentor:

"you have to ask for a dbl hamburger with cheese to get the one for $1! If you ask for a dbl cheeseburger they charge you $1.19..."

Well, according to an article on consumerist.com:
"In an interview, Don Thompson, president of McDonald's U.S. business, said the company has tested ways to make the burger less expensive to make. Some restaurants are selling it with one slice of cheese instead of two, and billing it as a "double hamburger with cheese." Others are offering a double hamburger without cheese. Some are selling the traditional double cheeseburger at prices ranging from $1.09 to $1.19."

Does anyone have a definitive comment or statement on this?

The McChronicles: a blog about, not affiliated with, McDonald's.
Image: Nancy Luna's excellent Fast Food Maven. She covered this story months ahead of The McChronicles.

McDonald's Drive-Thru: First-Time Experience in China

Remember your very FIRST McDonald's drive-thru moment? Of course you don't ... that is unless it just happened. This exact experience is occurring for thousands of people every day in China.

As reported by The McChronicles, McDonald’s has been opening drive-thrus in China as the population moves up to car ownership.

The McChronicles was fortunate to accompany a college-educated, business professional on her very first drive-thru (McDonald's or otherwise) experience today. We noticed that, as we were leaving a McDonald's dine-in lunch, our friend, let's call her "Daisy", expressed some confusion as to just what the strange driveway was doing in the parking lot. As the "drive-thru" concept was explained it became clear that the idea was totally unknown to her. The more it was explained, the more confused Daisy became. So, we wheeled the vehicle around and drove thru.

Coming from the perspective where this moment is beyond taken for granted, it was exhilarating to "experience" it for the first time through Daisy's eyes.

When we dropped Daisy back at her office and described the experience to her colleagues, most were totally unfamiliar with the concept. More work to do!

PS: It was a thrill and an honor to capture Daisy's first-ever McDonald's drive-thru experience. The McChronicles considers this a very special once-in-a lifetime moment.

PPS: Daisy's first-ever drive-thru order? Orange juice.

Please comment and share YOUR first McDonald's drive-thru experience.

The McChronicles: a blog about, not affiliated with, McDonald's.
Images: The McChronicles.