O.C. Register's Nancy Luna Investigates McDonald's Farm & Factories

Nancy Luna, good friend of The McChronicles, fast food maven blogger, and reporter for Orange County California's O.C. Register, just released a two-part series that explores one-each of the farms and factories responsible for McDonald's foods. We just finished reviewing the stories and slide shows - and The McChronicles loves it! Great job, Nancy.

In Part 1, "Fresh Buns: How Does McDonald's Get Them?", Nancy visits Brea, California-based Fresh Start Bakeries, and witnesses the entire bun manufacturing process. That's Nancy, all suited up, in the top image.

This tour of the company's Ontario, CA facility, was led by Plant Manager, Bob Mitchell. Bob's new $22-million facility cranks out 14.4 million buns per week! Nancy was joined by visiting nutritionists and they saw it all.

One segment of the tour was led by McDonald's head of U.S. Supply Chain Management, Todd Bacon. Quoting from Nancy's report, "Bacon, who holds a doctorate in "meat science," discussed the strict controls and guidelines McDonald's places on vendors and suppliers. Rules apply for just about any kind of scenario along the food chain — from how to treat a sick broiler chicken to requiring hot buns to pass through metal detectors." Good stuff.

This report includes a very interesting slide show (pix snapped by Nancy). It is worth the read. You'll even grab an awesome trivia point: How many sesame seeds adorn a sesame seed bun? The answer is in the slide show.


In Part 2 of the two-part series, titled, McDonald's: Let-tuce Assure You of Quality, Nancy visits lettuce supplier Taylor Farms, in California's Salinas Valley. She opens her story with, "I will never look at a McDonald's salad the same way again."

Nancy is no stranger to food safety and related health issues. As a reporter, she has covered this beat for years. She has a keen eye for the issue. So, impressing her is quite a feat. Nancy reports, "Taylor's safety reputation is considered to be the "gold standard" of the Salinas Valley with its plant subject to 62 audits a year."

According to Nancy, "We saw everything from the hearty green leaf lettuces used in Angus burgers to delicate, red oaks found in the chain's entree salads."

Nancy was joined by other industry professionals on this tour and shared this:

Mary Barbour, a Los Angeles dietitian and tour participant, said she was impressed by the level of care taken "at every stage" of the growing and packing process. She also noted that the spring mix varieties mirrored selections used in salads found at top, fine-dining restaurants.

"The next time I'm craving a gourmet salad, I'll go to McDonalds knowing the quality of care that is placed in every serving," she told me after the tour.

For more on Nancy's detailed experience at the farm, read the second part of her story. A slide show accompanies this segment, too.

The McChronicles really appreciates the effort that Nancy invested to capture and deliver this excellent two-part story. We also appreciate McDonald's increasingly open and transparent stance regarding sharing information with the public. Name another fast food purveyor that even comes close to this level of openness.

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

McDonald's Supports People In Need

"... McDonald's has always had an understanding that charity is a good way to build good will. For the most part, it comports itself with dignity, very rarely discussing its charitable endeavors, most notably Ronald McDonald House."

This is a quote from Bob Garfield, advertising critic and editor-at-large with Advertising Age. More on this subject can be read in an interesting article appearing in QSR Magazine.The article goes on to cite McDonald's for promoting diversity, awarding millions in minority scholarships, sponsoring workshops to help minorities enter college, and for their Ronald McDonald House.

In this article, Cristina Alfaro, communications manager with McDonald's USA, says, "Through the collective efforts of our chapters, we've awarded $19 million in scholarship funds to 14,000 Hispanic students. We've also established a national scholarship program that awards $100,000 apiece to four Hispanic students."

This kind of goodwill makes The McChronicles want to run out and buy lunch!

The McChronicles: a blog about, not affiliated with, McDonald's.
Image: QSR Magazine article.

McDonald's International Media Days 2008: Review

The McChronicles was offered a tremendous opportunity to experience McDonald's International Media Days 2008. What a better way to bring interesting information to the "customers" who are the very heart of our mission: "Chronicling the McDonald's Brand Experience From The Customers' Point Of View." We seized the chance and did our best to both experience the event and share it all with you in seven separate postings (one, two, three, four, five, six, seven).

The single most frequent question we've been asked is, "Well, what did you learn?" Then, that question is retracted in fear that The McChronicles will go on and on and never stop talking (and we could). The question is rephrased as, "What is the ONE THING you learned?"

The answer is simple. The McChronicles departed knowing that McDonald's is absolutely NOT the monolithic corporate behemoth that some accuse it of being. We are totally convinced that McDonald's is a wonderful collection of talented, capable, passionate, and fun people who care very much about their customers' experiences, their company, and their place in society.

During this event we interviewed, spoke with, and listened to people from a very wide range of roles and capacities, including: CEO, Vice President of Social Responsibility, Facility Engineers, Equipment Engineers, Chief Chef, Vice President of Beverage Strategy, Senior Media Relations Directors and Managers, Administrative Assistants, Crew, Store Managers, and more. We are convinced that such a large group of people simply can't fake sincerity, integrity, and passion in a way that we couldn't recognize. They're the real deal, and they ARE McDonald's.

The McChronicles can also share that these people are never satisfied. They are constantly seeking ways to improve their brand, to improve their business, and to delight their customers and employees. We fully expect McDonald's to accelerate their growth in product and concept development, leading to further enhancements of customer satisfaction.

This team knows they are not perfect - and they appreciate hearing both the good and the bad. The McChronicles was delighted to witness eager interest when we discussed issues and problems. Lest you think we've become a shill for McDonald's, rest assured that The McChronicles will continue to comment on opportunities for improvement - and we will continue calling out the good things, too. Mainly because we are a customer, and we experience McDonald's from OUR side of the counter. Now we know that McDonald's appreciates the feedback as well, and is eager to consider the customers' opinions. It's also clear that they aim to improve because of them.

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

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

Day 2 of McDonald's International Media Days was FULL of interesting information and insights. In the afternoon The McChronicles was able to meet with Chef Dan Coudreaut, Corporate Chef, USA, in his test kitchen.

Dan was accompanied by several vendor partners who (along with several other vendors) share in the development, testing, and inventiveness. Chef Dan stressed that creating new McDonald's menu items is a team effort. Some of the vendors were from Cargill (oils) and Sargento (cheeses). Chef Dan also made it clear that he enjoys "the discovery process" and that he is comfortable when he, occasionally, "doesn't know what he doesn't know".

Chef Dan says he often begins with input or direction from his teammates in Marketing. After all, it is they who usually know what customers want, or which ingredients and product families contribute to profitability, sales, or optimal inventory utilization.

Chef Dan took the opportunity to demonstrate a product development process, based on the Snack Wrap platform (check out the brief video clips of Chef Dan in action). He shared a basic design system, then introduced a huge table of potential ingredients. Wow! What choices.

The McChronicles asked Chef Dan if he had any "failures" that surprised him. He said he really thought the taco + quesadilla (tacodilla) concept would resonate with people in the USA. According to Chef Dan, "I loved it, but it tanked."

That's OK, Chef Dan. You've created plenty of winners.

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

Images & Videos: 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 1, Part 2)

The second part of our first day of McDonald's International Media Days (see part of McDonald's International Media Days 2008) was much less formal and a lot more hands-on. And since it was getting to be about that time, The McChronicles is talking about hands on LUNCH!

Today's lunch was served in McDonald's ultra-top secret "Innovation Center". Seriously, this place has such limited access that many of ther McDonald's staff that accompanied The McChronicles into the facility expressed excitement that THEY were able to get inside. A tour of this detail, with the degree of openness that we experienced was said to be "unprecedented".

Now, while The McChronicles WAS hungry, it was still all about, "Chronicling the McDonald's Brand Experience From The Customers' Point Of View." Here's what we learned (in between bites and while touring the facility):

1. There are some very tasty new foods in the pipeline.


2. There are some very tasty foods in existence around the world that aren't in your region.


3. There are some very sophisticated processes (and equipment) in place - and being put into place - to keep our meals tasty, consistent, and safe.


4. There are some very cool ideas as to how to make our total experience faster and more accurate/rewarding.


5. There are some very dedicated professionals working hard behind the scenes to make this all happen for us.

PIPELINE:

A discussion and demonstration and video of experimental equipment led up to the cool new products that were under consideration. While we didn't get to sample any of the "concepts" The McChronicles can report that all sorts of food products are being evaluated, from vegetables, to beverages, to traditional sandwiches made in new ways.

INTERNATIONAL MENU:
The McChronicles dove into a table full of food that can only be found in McDonald's around the world. As loyal readers know, The McChronicles travels extensively, but having such a variety of meals in one room at one time was special, even for this experienced traveller. We enjoyed the (sort of) previously-reported on Shaka Shaka Chicken (it was potato in our report from 2006). This version of the Japanese Shaka Shaka concept is a real winner. The concept is to receive an already tasty piece of chicken in a semi-sealed bag, insert your personal favorite selection of spices, shake it up (shaka shaka) and enjoy it. The McChronicles tried the lemon pepper spice and LOVED it, a lot.

Another of the several awesome regional products is THE CBO. CBO, from France, stands for Chicken, Bacon, Onions. With the proper garnishment, a slice of cheese, and sauce, this sandwich is awesome.

The McChronicles' favorite was the Canadian Angus Burger. All we can say is, Wow! The garlic mayonnaise is just right and adds the perfect flair to the basic large burger. Loyal readers will recognize, by studying the 3 photos of the Angus Burger, that McDonald's is using the "McPamper" concept suggested by The McChronicles in 2005. See the three photos at the top of this post. This sandwich, and others, can be silghtly unwieldy and juicy, and the extra support from the included piece of tissue paper really helps. Thanks, McDonald's.

There were others, but these were our highlights.

PROCESSES:
Fry lovers - occasionally disappointed by fries that are: undersalted, oversalted, undercooked, overcooked, too cold, cooked in less-than-perfect oil? Sure you are. The McChronicles witnessed a new machine called the LOV Fryer (low oil volume) that uses less oil and less energy while frequently filtering the oil (keeping it cleaner), using less oil so the oil can be changed more frequently, while automatically salting the fries with the proper distribution and volume. We sampled the machine's output - best McDonald's fries we ever tasted!

BETTER EXPERIENCE:
McDonald's demonstrated some new software the allows us, the customer, to place our own order (like we do when checking in at an airpoirt, for example) from a very intuitive, simple to use touch-screen menu. It not only is easy to find what you are looking for, change it, go back in mid-order and delete things, etc., but it also presents more choices than the traditional wall-mounted menu has space for. Curmudgeons and traditionalists may not like it, but anyone under 40 has been yearning for such control (and speed) for a long time now. Yeah!

DEDICATED PROFESSIONALS:
The concept of a "McDonald's Engineer" is probably not in most of our heads, but such people do exist - and they are working hard to make our McDonald's experience better. The McChronicles had the opportunity to chat briefly with a few. Truth be told, they are almost geekily into automation, process excellence, pareto charting, focus grouping, video monitoring, and the like. Hey, we don't need them at our parties, we just appreciate the fact that they make our lunches more consistent, safer, and faster. The last photo is one we snapped while in the top secret Innovation Center. Stand down McChronicles legal counsel - we were granted permission for this long-distance shot.

That's it for today. More tomorrow.

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

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

The McChronicles is currently participating in McDonald's International Media Days. This event (the 4th of it's kind in recent times) is being held in various cities near McDonald's global HQ (near Chicago, Illinois, USA).

While some participants are focused on corporate financials, and while McDonald's is focusing in a variety of messages this week, The McChronicles is here for one purpose: "Chronicling the McDonald's Brand Experience From The Customers' Point Of View."

Stop 1 on Day 1 was at McDonald's Hamburger University. According to Wikipedia, "This corporate university was designed to instruct personnel employed by McDonald's in the various aspects of the business. Over 70,000 managers have graduated from the institution and it has 30 resident professors."


The first event was a question and answer session with top McDonald's corporate executives: Jim Skinner: Vice Chairman and CEO; Ralph Alvarez: President and COO; Pete Bensen: Executive Vice President and Chief Financial Officer; Don Thompson: President - McDonald's USA; Jose Armario: President - Canada & Latin America; Dave Garland: Vice President & CFO - Asia/Pacific, Middle East & Africa; and Denis Hennequin: President - McDonald's Europe. It was quite an opportunity to listen to their prepared remarks as well as their answers to the media's questions.

(image 2: Don Thompson, Pete Bensen, Ralph Alvarez, and Jim Skinner field questions).

Jim Skinner actually said quite a few things that made it clear he is focusing on the customer's point of view. Among them:

• Our customers think of us as their local neighborhood restaurant.
• The moment of truth: the moment we interact with our customer.

He also discussed his corporate program, called "Plan To Win" , which emphasizes people, product, place, price, and promotion. This theme came to the surface during other presentations throughout the day.

The McChronicles has learned, through interviewing restaurant managers, that offering "friendlier" service is a corporate priority. Therefore, it was interesting to hear those exact words from Ralph Alvarez when he said, "We are friendlier, faster, and more accurate than we were five years ago."

Pete Bensen, corporate number cruncher, was aligned when he commented that, "At McDonald's, the most important number is number 'one' (a reference to an earlier statement that the customer is number one). If we don't get these 'ones' right, all the other numbers don't matter."

And on it went. Don Thompson saying things like:

• We are, "strengthening our focus on the customer."
• We want, "friendly service and fast, accurate delivery every time."

So, The McChronicles probed and asked the panel to describe specifically HOW all these words will eventually reach us - the customer. The McChronicles mentioned that executives aren't the people grilling and serving. We wanted to know how the crew will get this message and, most importantly, how they will be empowered to do what they know is the proper thing.

Both Jim Skinner and Don Thompson did a good job of describing how information and education are being created to enable store owners and managers to educate, train, and coach their crew. Later in the day more info on this topic arose when The McChronicles saw how processes, software, and even equipment are designed and built to make the crews' efforts more effective - with the two-part goal of making their time with the customer warmer and more friendly AND enabling their activities to produce more consistent food faster.

More on Day 1 in the next post (off to dinner now).

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

Images: The McChronicles.

Double Cheeseburger Issue (part 3)

The McChronicles enjoyed yesterday's double cheeseburger so much that ... well ... you know.

Today The McChronicles and a friend stopped back in for more. And, we got to thinking. We wondered about the differences between what we were "sold" and what we actually received.

So, we ordered two sandwiches (Big Mac, double cheeseburger), snapped their pictures (as received), then went online to see what McDonald's are telling us they SHOULD look like (sold).

We're not going to tell you which is which.

What do you think?

Images:
McDonald's double cheeseburger, McDonald's Big Mac: McDonalds.com.
Other images: The McChronicles.

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

Double Cheeseburger Issue (part 2)

Fans of The McChronicles will recall vividly how The McChronicles discussed the "goings-on" related to the double cheeseburger. Here is more info.

Background:
McDonald's is reportedly experimenting with either removing the double cheeseburger from the dollar menu or cheapening it up by removing cheese, or discontinuing it. Prices (for some version of the above) are said to be ranging from $1.00 to $1.09 to $1.19.


Today:
Being in a "need to know" mode, The McChronicles drove to our home McDonald's, took a look at the menu and - BAM! There it was, double cheeseburger, $1. Just like always. Apparently, The McChronicles was not in a test zone.

LOCATION: New Hartford, NY (Route 5)
STORE #: 825
ORDER: Double cheeseburger, small fries, bottled water

Result:
The McChronicles purchased a double cheeseburger, a small order of fries, and enjoyed it - a lot.


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

A Consistently Excellent McDonald's

Kudos to the Johnstown, NY McDonald's. It seems that every time the McChronicles drops by, things are in great shape.

LOCATION: Johnstown, NY (Route 30A, Pyramid Mall)
STORE #: 4858
ORDER: Quarter Pounder w/o cheese, bottled water

Previously they received accolades for their awesome presentation. Today they are going to receive praise for their cleanliness. The first impression, upon driving up to the store on a fine fall afternoon, was that the exterior was bright, clean, tidy, and very inviting. The building is in fine repair, and the landscaping is impeccable.

Once inside the restaurant ... just as expected: very clean. The McChronicles asked a crew member why the place was so clean. Her answer seemed perfect. Paraphrasing, she said something to the effect of: People like to know that their food is prepared in a clean place. This IS a clean place, the food is carefully prepared, and our cleanliness tells our customers all this as soon as they walk in.

Actually, The McChronicles could tell from across the parking lot. This place is very clean.

Congratulations, and thanks to the Johnstown, NY McDonald's team.

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

Will McDonald's Adopt Coca Cola's "Beverage Dispeners of the Future"?

Coca Cola has introduced what some are calling the "beverage dispenser of the future".

According to an article on QSRmagazine.com:

“We believe this will do for beverages what mp3 did for music,” says Ray Crockett, director of communications for Coca-Cola North America.

"Customers can choose their beverages—among more than 100 varieties—via a touch screen located on the front of the machine"

"Second-generation versions of the dispensers will begin testing in the first half of 2009"


Wow! Imagine choosing from a selection of over 100 beverages! No more need to mix Coke & orange.

Will we see these in McDonald's soon? It sure sounds like it. If you spot one in action, check it out and report to us via COMMENT. Thanks!

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

McDonald's Gold Card (Revisited)

The McChronicles has mused about the McDonald's Gold Card previously. At the time it was called The McDonald's McGold Card. A recent comment on the posting has us reopening the topic.

The McChronicles has to admit that we are intrigued by this item, and that we have no personal experience with it. So, we did what any responsible netizen would do and Googled McDonald's Gold Card. We were quickly delivered to the McD Gold Card home page - there is a complete program!

We attempted to register, only to find that, "Only McDonald's employees are authorized to use this site. " So, it is an employee-only thing.

Apparently the card is a way to help employees get discounts at various retail stores. One page that you CAN access on the site offers a depiction of how the card can save the user over $500. According to the example, the McDonald's Gold Card can be used at places like: Apple, Foot Locker, Jiffy Lube, LensCrafters, T-Mobile, and more.

This seems great for the employees.

The McChronicles wonders if McDonald's has ever considered offering an affinity, discount, membership card for customers to use. We think that this could be kind of cool, if done properly. What do you think?

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

McDonald's Girl Delivers

It may be news to some (not to regular readers of The McChronicles) that McDonald's delivers. Maybe not in your town, but there are places in this world where your meal can be brought right to your home, office, party, event, or ... ?

We've explored the concept of McDelivery before. But, today, while sitting in a Shanghai, China McDonald's, after observing several delivery people returning to the roost, grabbing their next order, and heading out into the streets, it hit us. Who are these people? Why do they do it? What's it like McDelivering? Sadly, we didn't get to ask the questions, yet.

The McChronicles did build up a healthy dose of curiosity and interest. We also snapped these shots of "McDonald's Girl" as she prepared to battle the dangerous streets of Shanghai. 

As she disappeared into the drizzling summer haze we found ourselves saying out loud, "Go, McDonald's girl, go."

We'll try for an interview and report back if we get one.

Comment if you've got a cool McDelivery or McDonald's Girl story.

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

Images: The McChronicles.