"Big Mac: Inside the McDonald's Empire"

According to the CNBC website:

"Big Mac: Inside The McDonald's Empire" will premiere on Wednesday, July 25th at 9PM and 12AM ET. The show repeats on the following dates:

* Monday, July 30th at 9PM and 12AM ET
* Sunday, August 5th at 10PM and 1AM ET
* Tuesday, August 7th at 9PM and 12AM ET
* Tuesday, August 28th at 9PM and 12AM ET
* Sunday, September 2nd at 10PM and 1AM ET

The McChronicles watched this special and enjoyed it considerably. We were a bit surprised to hear the feeble negative commentary offered by a couple of people on the show. It seemed that the best they could muster were things like this:

• McDonald's largest burgers have a lot of calories
• some of the food McDonald's sells is not really great for a person
• etc.

We felt that the McDonald's executives interviewed did an excellent job of answering all questions openly and frankly. We really liked it when Jim Skinner agreed that certain combos had a lot of calories. He shared that people have to be responsible for their food choices.

It bothers us that most anti-McDonald's people point out that certain McDonald's items aren't high-quality foods while:

• ignoring the fact that some McDonald's offerings are, in fact, excellent choices
• failing to mention that EVERY mainstream grocery store also offers items which are not high-quality foods

We all know that the critics are blind to these issues since it does little to suit their purposes or gain them their 15 minutes of fame.

Be sure to check out the show's special detailed website which offers:

• program highlights
• a video gallery
• background on the show host

We would love to know what you thought of the CNBC McDonald's special report. Please comment.

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

China Basketball Promo

China is understandably proud of the Olympics which are coming soon. One of the hottest sports in these games will be basketball, thanks in no small part to the popularity of Yao Ming.

As a major sponsor of the Olympiad, McDonald's is whipping up the roundball fervor by promoting the sport (and the NBA) with a special sandwich and special tray liners.

The McChronicles was pleased to experience this promotion.

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

McDonald's 25th Anniversary Celebration

The McChronicles was on hand when Malaysia celebrated 25 years with McDonald's - in April 2007. Here are some shots from a Penang store that we enjoyed frequently that month.


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

Double Filet-O-Fish???

The McChronicles snapped this photo in Singapore - not sure which store (we hate it when we lose track). Either way ... Double Filet-O-Fish??? That's right.


Let us know if you have this sandwich on your McDonald's.

And remind us which store this is, please.

Thanks!

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

The Summer Of Love (40 years later)

1967 was a very special year in America. In fact, it has become known as The Summer of Love.

Back in the day it seemed that the epicenter of The Summer of Love was in San Francisco, CA - and the hippy HQ of that city was the Haight Ashbury area.

At the end of Haight Street sits a McDonald's, one which the McChronicles has perused previously. In a previous post we expressed disappointment with the store's lack of local "theme". After all, lots of McDonald's are decorated with a local flavor. This store has the PERFECT opportunity to use all sorts of psychedelic design and stuff. Alas, it is not to be.

On the 40th anniversary of The Summer of Love we checked back in only to find the store dirty and peppered with homeless/street people. After dropping in, we decided to NOT eat there. Those who know The McChronicles realize that this is rare, indeed.

Sad.

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

McDonald's LARGEST PlayPlace*

*indoors, on the US east coast.

OK - even with the qualifications, this sounded great. So The McChronicles swung by and checked it out. So, how was it??? In a word, we were disappointed.

The store is #10029 and it is in Pine Grove, Pennsylvania. The service was warm and friendly, the food was fast and warm. Cleanliness - typical.

But ... the PlayPlace apparently wins the distinction on a technicality. It really didn't look "big". In fact, had we not known of the distinction, we would have never guessed that it was the record holder. We were hoping for something really impressive.

Is it worth visiting for the PlayPlace? No.
Is it worth visiting for the QSC? Yes!

PS: In the 2nd image you can just make out an ice cream counter on the right hand side. This reminded The McChronicles of an awesome McDonald's - in Cortland, NY. If you want to see an incredible store - with an amazing ice cream stand within, go to Cortland.


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

Death of a McDonald's

The Sangertown Square Mall McDonald's closed last week.

One of The McChronicles' hometown McDonalds disappeared. News reports indicated the reason was the inability to agree on a lease price for mall space. A great fast-food option is gone. Today the signs are down and the store front is boarded up.

Yes, there are other McDonalds in the area (in fact, another McDonalds is right acress the street from the mall). But who leaves a mall for a Coke and a burger while in the middle of shopping? It is the convenience that was so great about this store.

It is rare for a McDonalds to close - yet here we have two in a row.

Sad.

The McChronicles: a blog about, not affiliated with, McDonalds.
Image: the former Sangertown Square Mall McDonald's: The McChronicles

McDonald's Skate-Thru

We've all heard of a McDonald's Drive-Thru. But have you heard of a McDonald's Skate-Thru?

Singapore's East Coast Park is where you will find this innovative concept. The East Coast Park is home to athletic-minded Singaporeans who are fast, fun, and on the go. Separating skaters from people on foot is usually a smart move, and catering to the "locals" is always a plus. In this case, the locals wear wheels. Perfect!

This restaurant really rocks! There are so many people enjoying the park - and many drop by McDonald's for a bite to eat. During this visit it was extremely crowded.

Do you know of any other Skate-Thrus? If so, please comment.

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

McDonald's Meltdown

Say it ain't so!

Two McDonald's in The McChronicles home region are either closed or closing.

OLD FORGE, NY:
This recreation/vacation community's McDonald's went from being year-round to seasonal, to closed. The series of pictures show the sad evolution. At the top we see the store when it was rocking. In the middle we see the store as it sat, mothballed, during the winter season. At the bottom we see the store as it sits today, stripped of much of the McDonald's logo, signage, and flags. How sad.

Now the closest McDonald's is about 1 hour away.

NEW HARTFORD, NY:
New Hartford's Sangertown Square Mall has had a McDonald's for years. It was just announced that this store will close at the end of June.

This store was extremely handy - and a favorite of The McChronicles. The crew was usually very friendly. While there are other McDonald's nearby, we have lost this great option while within the mall.

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

Cashiers in Quick-Service

QSR Magazine recently published an excellent article regarding the role of the customers' #1 point of contact, the front-line cashier.


Author TJ Schier wrote:

From a customer point of view, in a quick-service operation, and most fast-casual operations, the customer spends more time with the cashier than with any other employee. However, cashiers are often the least trained.

The article also offered this:

The cashier is the face of your brand. They are the salesperson of your brand. They determine line speed and sales and play a critical role in customer service and order accuracy. Before you put someone on the register, tempted as you might be to throw them into the position, train them on the following:

• The menu
• Customer Service
• Food Delivery Method
• Selling Skills
• The POS (cash register/computer)

Read the article here.

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

BEYOND The Drive Thru

So , there we were, waiting in the world's longest queue at the San Ysidro US/Mexico border crossing. After a loooong week of fun in the sun we were tired ... and hungry. Especially since we knew there was a McDonald's somewhere in the vicinity.

As we waited (literally for hours) we noticed all sorts of street vendors selling artwork, souvenirs, and food. As we got closer to the border we realized that there was no mainstream fast food available for us to run to from our cars. So, we did the next best thing.

We wrote up an order and handed it (along with cash) to a vendor (in no way was he associated with McDonald's). He took off running and, in minutes, he served up an almost accurate order that was piping hot.

You can't imagine our delight after being without McDonald's for almost one week.

Next time you're caught in traffic, consider MAKING THINGS happen. It can be well worth it.

PS: If even 1% of the people waiting in that line are like The McChronicles, then McDonald's should consider setting up something similar to our homegrown "almost" drive thru.

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

World's Longest McDonald's Drive-Thru Experience

OK - we're sure you have an even longer story to describe to us, but did you capture it on video?


The McChronicles was in a hurry - heading home when we got a call. Someone needed a couple McDonald's chicken sandwiches pronto. We wheeled into the local store expecting a two-minute detour. When we saw only two cars in line in front of us, we knew we were golden. Alas, it wasn't to be.

The culprit? Chicken!


McDonald's has been having trouble keeping ready-to-go chicken in inventory. That's one reason why they developed the Snack Wrap - to add to the demand - to keep the inventory in action. It's not working well enough.

Here's why (prepare to be bored silly, as we were while enduring this loooong, painful wait).



PS: This excerpted quote is from this week's QSR (quick service restaurant) Magazine.com:

"Two weeks ago you read about service horror stories. Many of you emailed more instances as well (see below). However, to truly create a service culture, you need to create the service legends within your company. You too can be the "Nordstrom's" of quick-service or fast casual. Here are a few great stories of customer service excellence:

• Customer gets parked in the drive-thru as the chicken tenders are "being fried up fresh" (not "we ran out"). Employee brings the order to the car and lets the customer know they brought them a larger-sized drink and fries for the inconvenience. Now that's service!"

As you saw from the video, there were no legends created on this day.

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

Nutritional Information: McDonald's Be A Leader

So, the whole nutrition thing was heavy on our mind as we entered a McDonald's this week.

We were thinking about how packaged grocery foods display nutritional info on the package, so we can make informed decisions BEFORE we purchase. Then, we recalled the requests for McDonald's (and all other fast food purveyors) to provide nutritional information on their products' packaging. But some people say that it would be too late to affect a purchasing decision if it was on the burger wrapper, for instance.

And, we also know that people want nutritional information regarding fast food in-store, prior to the purchasing decision. McDonald's already offers that. In fact, in addition to the occasional wall poster we have encountered, we frequently find nutritional info on tray liners.

Well, we walked up to a McDonald's counter and asked for nutritional information (pre-order, in time for a good decision) and wondered what would happen. Within three seconds we had a tray liner laid out in front of us, with a smile. Shockingly fast, easy, and friendly.

So there you have it. McDonald's is doing exactly what people are asking for, and it still isn't good enough (according to some people). Here's a suggestion to rise above the noise, to be a leader, to set the bar to a new height, and to really help the customers.

Put a nutrition kiosk in every store. Hook it up to the internet (or some othe centralized database). Make it a touch-screen device and dedicate it exclusively to nutrition.

This device would allow people to search for nutritional information on every single menu item (similar to the tray liner), but it would do much more. It would also:

• provide the ability to sort by nutritional criteria, such as sodium, carb, or fat level for examples



• provide nutritional info on value meal packages



• provide nutritional info on customized meals



• recommend the most nutritional meal (after the user defines the key criteria) for meals based on (you pick: chicken, beef, salad, etc.)



• provide nutrition tips



• list the full range of condiments, bevergaes, meats, dairy, and produce offered at McDonald's


• offer tools for health professionals


• heck, let's even throw in advice from a noted personal trainer and from a famous nutrition MD.

All the data could be managed from one central database back at HQ. The customers would receive info and service, in-store, prior to purchase, in a manner unheard of in the industry. And the industry would have a new level of customer service to point to.

Sound wild? Heck no, many of you already know that The McChronicles is simply describing something that already exists. Most all of this is readily available on the McDonald's website - in the food, nutrition, and wellness section of the USA version.

The question is, why doesn't McDonald's get out in front of this issue? They already do something similar with music videos.

The McChronicles suggests that McDonald's test market this nutrition kisok and see how it goes. We bet it would be highly-valued, and that it would serve as an example to the rest of the industry.

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

Image: McDonald's website screen grab.

Atlanta Airport McDonald's

In October 2005 The McChronicles rattled about within the Atlanta Hartsfield-Jackson International airport, looking for a McDonald's. Problem was, there wasn't one. So we filed a complaint.

Step two: we received a form letter in reply.

Step three: A McDonald's appeared! Coincidence? Definitely.

Anyway, we are glad to see that travellers can now eat at McDonald's while traipsing through the Atlanta airport.

The Atlanta airport McDonald's sits within a food court way out at the end, Terminal E. But don't let that put you off. The terminal shuttle train is fast and efficient. So, no matter which terminal you are arriving or departing from, it is only a few minutes away.

The food court features a handful of dining alternatives as well as a piano. Many times you can catch a real person (in a tuxedo) playing for people as they grab a quick bite between flights.

As you can sort of see in the image, this McDonald's employs a serious McShuffle policy. Customers enter from either side of the counter. Once the order is taken, customers are McShuffled into the center area. While there, you wait until your order number is called. Your order number appears on your receipt. This technique is used at many high volume McDonald's. If the order takes too long, customers end up feeling like they are living on The Island of Misfit Toys while they wait.

The food court is well-lit, bright, and clean. There are many places to sit, and napkins, etc. are readily available.

This McDonald's was opened this past Spring. We noted it during a trip through the airport, but absent-mindedly deleted the photo we took. So, we waited until we grabbed this image before updating.

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

McDonald's PlayPlace Delivers Value

The McChronicles recently received a message that contained this intriguing observation:

"We lived in New York City for four years with our young kids. It's very hard to find places to play in the winter for kids because everyone's apartments are very, very small, and there are great indoor playgrounds, but they cost about $15 per person, so taking one kid is $30 (yes, you have to pay for parents).

There's a great indoor playground at the 92nd St. Y (surely the most upscale Y in the country -- more competitive to get into preschool there than to get into Harvard for college. Really.) Okay. So, anyway, the indoor playground is great.

We just moved to Madison, WI. And since people don't have nearly the amount of money in Madison as in NYC, there are not nearly the amenities. One thing that has shocked us, though, is that McDonald's has basically the same playground that the 92nd St Y does but in Madison it's free. When we tell our NYC friends that we hang out at McDonald's all the time, they think we've lost our minds."

We have often mused on the total value package that a McDonald's brings to a community - we think it is pretty high, and frequently undervalued. Do you have any observations on this topic? If so, please comment.

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

McChronicles Included in AP Blogging Article

The AP's Stephanie Hoo (business writer) contacted The McChronicles and requested an interview. Flattered, we accepted.

Stephanie had a tight deadline, so we got right down to business. She seems to be a no-nonsense, quick talking person who is working both hard and in a hurry. She asked a series of rapid-fire questions and sounded like she was multitasking. There was a feeling of professionalism during the telephone interview.

We covered a wide variety of topics and, in the end, we were included in her article, albeit barely. Hey, we got a paragraph - not bad. We are truly thankful for the consideration and inclusion.

Please check out the AP's McChronicles Interview results. Then, let us know what you think.

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

The McChronicles: GRILLED

A Hamburger Today recently spoke with The McChronicles for their GRILLED interview series.

The McChronicles has enjoyed AHT, and has followed their work studiously. And why not? Adam Kuban is an accomplished professional writer and an avid food blogger. We've learned a lot from him.

The interview is not embellished and altered like so many other experiences we've had with the media. It appears true to the actual experience. What a refreshing treat.

It truly is an honor to be included in Adam's work. Enjoy as The McChronicles is GRILLED.

Please do let us know your opinion of the interview.

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

Seasonal McDonald's

Old Forge, NY is the home of an unusual McDonald's. "Why?" you ask. "Design? Service? Menu?"

No, no, and no. It is unusual because it is open seasonally. We hear that it could be due to the fact that the resort community shrinks in the winter, or even that they can't find help at that time of the year.

We posted on the Old Forge McDonald's previously, but now we are able to offer up two distinctly different images of the same store. As you can see, this place is socked in until the next Spring thaw.

Do you know of any other seasonal McDonald's? If so, let us know.

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

CONSUMER REPORTS MAGAZINE: McDonald's Coffee Is #1

According to a recent report at MSNBC.com:

Starbucks may be the world’s largest coffee shop chain in the world, but what they serve isn’t as good as what McDonald’s brews, Consumer Reports says.

In the March issue, the magazine called the fast food giant’s Premium Roast “cheapest and best.” The coffee also beat out new offerings from Burger King and Dunkin’ Donuts.

What's your opinion of McDonald's coffee?

The McChronicles: a blog about, not affiliated with, McDonald's.
Image: screen grab from McDonald's press release.

Pay By Phone

From mediabuyerplanner:

Japanese mobile phone operator NTT DoCoMo is teaming up with McDonald's to offer electronic payments and special promotions for mobile users, reports BBC News (via MarketingVox).

The deal could also provide invaluable information about customer behavior, Jupiter Research's Julie Ask said.

"It gives both McDonald's and DoCoMo the opportunity to track consumers and their eating habits. Cash is more likely to be used in small transactions. Electronic payments will allow user behaviour to be tracked and used for marketing purposes," Ask said in her blog.

McDonald's is just another retailer that is offering mobile phone payment in Japan. DoCoMo has set up service which allows around 3 million customers to use their handsets as credit cards.

Awesome!

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

Image: ufl website.