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.

McChronicles Word Cloud

Wordle offers a cool tool that enables a person to create a word cloud based on a blog. So, The McChronicles went to work. Here is what we look like in a word cloud.

The McChronicles: a blog about, not affiliated with, McDonald's.
Image: Screen grab from wordle.

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.

Taipei's Yong An Market Metro Station McDonald's

Taipei has a pretty good Metro (subway) system. Most times, when you get off a train, there is a McDonald's nearby. The Yong An Metro Station is the perfect example. As you emerge, the McDonald's is right across the street - perfect.

This store is a four-story facility with steep, daunting stairs. The McChronicles expected the top level to be pretty empty (assuming that few would dare to tackle all three sets of stairs). Wrong. Every floor was filled to near capacity.

During our visit, the energy was subdued on all levels. There is little of note to report on this particular store. It covered all the bases fairly well (good order area, good service, etc.) but it could stand to be a bit cleaner.

The McChronicles (sadly) noted the presence of the dreaded straw dispenser. We have railed against this germ bomb in many postings and will take this opportunity to encourage the elimination of this feature again. It is totally disgusting to watch kids touch whatever, then play with the straw dispenser. Yuk!

The McChronicles really enjoys these city McDonald's that offer bird's eye views of the streetscape.

PS: We have noted these cool "i'm lovin' it" uniform shirts and hats throughout the Taipei area.

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

Taiwan's Chung Ho City (Sheng Nan Rd.) McDonald's

The McChronicles dropped in to Taiwan's Chung Ho City (near Taipei) and headed for Sheng Nan Road. That's where this McDonald's is located.

This store is interesting since it combines several funky features all into one restaurant. First, it is a McCafe and a regular store all in one. Next, instead of a drive-thru it offers a walk-up. But it's not an ordinary walk-up, it's sort of a "scooter-up" (you don't actually drive thru in your scooter, you drive up , get off, order, then drive off or eat on the sidewalk). It's a big, urban-type store (small ground floor presence with a multi-(3)story dining area). Add it all up and the experience is pretty cool. Interestingly, this store offers no deivery and no bottled water.

The first-floor order area feels very small and tight. No problem when the crowd is small (it could be a mess if a ton of people show up). The stairs are steep as they lead to the second and third floors. Since the building occupies a corner space there are windows (and tons of natural light) everywhere. This, and the Taipei suburb's teeming masses, make for some extremely interesting people watching while dining.

It's a relief to ascend to the dining area and relax since the street is throbbing with energy. Cars, trucks, scooters, people, smells, sounds, and more add up to almost numb the senses. Behind the glass, and one or more stories above the fray, is a bit of solitude, providing time to unwind and relax - even if it just for a few minutes.

If you're in the neighborhood and in need of a break - consider this option.

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

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.

McDonald's Changning Road, Shanghai, China

The McDonald's on Shanghai's Changning Road (corner with Dingxi Lu) is interesting to the McChronicles.

Is it huge? No.

Beautiful? No.

Super clean? No

Does it provide awesome service? No.

So, what is it that piques our interest? Surprisingly, it is the total

"averageness" (if there is such a word).

The Changning Road store is a place that hosts international business travelers, tourists, school children, families, and even the occasional gaggle of retired women (the EXACT group that people say will reject McDonald's in China).

Walk in the door and the counter is right in your face. Quick looks right and left reveal the first-floor dining areas. The stairs to the 2nd-floor dining area and rest rooms is immediately to your left.

The seating is typical, the counter area is typical, the floor is the same faux-wood ceramic that is experienced so often worldwide.

This store can get busy, and it can be slow. The McChronicles dropped in at

11:30AM, dodging the noon rush by a bit, and experiencing a crew that had a little breathing room.

We were greeted with smiles, a routine welcome, and proactive help as our meal was selected. We were "processed" as if there were 100 people in line behind us (told to move to the side and wait for our order - The McShuffle), even though we were the only customer - habit we guess.

We chose to sit beside a table of four retired women to see how they enjoyed their McDonald's experience. They seemed to have one mode: everyone talk and laugh at the same time!

OK, so this McDonald's is "average". We had expectations, they were met, we received what we wanted - and it was good. Sometimes it's not so bad being average.

For those interested in McDonald's prices in China, The McChronicles paid 5.5 Chinese RMB (renminbe: the peoples' money) for a hamburger and RMB4.0 for bottled water. Today 1 US dollar is approximately equal to 6.8 RMB.

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

Images: The McChronicles.

Suzhou China's Wei Ting McDonald's

McDonald's rolled into China years ago by landing in the big cities. Eventually, McDonald's was known to exist only in large urban centers. Sensible after all since this is where the people are and the money is.

Fast-forward to today, where we now encounter McDonald's OUTSIDE of major cities. The McChronicles just visited one such restaurant in the townwhip of Wei Ting, outside of Suzhou, in China. Located in the Qing Jian Hu Commercial Plaza, this store caters primarily to people on the go, in cars, on business, or on their way to somewhere else.

Managed by HU Xin Kun, this McDonald's is simply excellent. The exterior is neat and inviting. It has great curb appeal and can be seen easily from the road. Once inside it hits you, this place is really clean (critical for weary travelers and those looking for a relaxing place to grab a quick bite to eat). The atmosphere is quite different from city McDonald's as it is notably quieter and more relaxed. Even the crew have a more dignified demeanor (when compared to the harried city McDonald's staff).

The McChronicles asked some business people who were lunching here to describe this McDonald's and to compare it to other types of McDonald's found in China. The customers quickly categorized this store as "more for business people", "more professional", and "quieter".

This store offers up a spartan, crisp ambiance, complete with tons of windows, natural light, and great views of the area. The seating is ecclectic with benches, stools, chairs, private areas, open tables, and more. You can even surf the internet or check your emails on the three cyber-stations provided free of charge.

The McChronicles shuddered at the sight of the ultra-old-style straw dispenser/germ spreader that is found frequently in China McDonald's. A repeat request: McDonald's, please ban these (for motivation, sit down and watch the straw-dispensing action when a bunch of children show up for a Saturday lunch party).

The Wei Ting McDonald's is a real gem, and highly recommended by The McChronicles. Do check it out.

The McChronicles: a blog about, npot affiliated with, McDonald's.
Images: 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.

McDonald's In The Magic Kingdom

The McChronicles spent a little time in Disney World last week (Orlando, Florida). While in the area we visited Downtown Disney and the McDonald's there.

We also entered The Magic Kingdom and looked for McDonald's. All we found was the opportunity to buy McD french fries, McNuggets, and McFlurries.

This was a bit disappointing (we were Jonesing for a full McDonald's meal). Additionally, we couldn't help but feel that McDonald's is putting their worst foot forward with some of the most assailable, low-health items. With a collection of much healthier items available it is, of course, possible to offer up some of the good stuff. We're guessing that Disney has a very heavy hand in what McDonald's can, and can't do, in the park.

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

Downtown Disney McDonald's

The McChronicles took a trip to Disney World in Orlando, Florida last week. While there we dropped by the McDonald's in "Downtown Disney".

For all the traffic the store looked pretty nice. Sure, it could have been a bit neater, but the traffic is pretty wild. We were expecting a more "Disney" theme and were surprised when the store wasn't too specially decorated. That said, it was there when we needed it, and looking pretty good.

Images: The McChronicles.

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

A Little Order With My Order

The McChronicles frequents the Chicago airport and is familiar with many (not all) of the McDonald's there. We have a suggestion that could create a win:win scenario at these locations.

THE ISSUE:
These busy airport McDonald's can have a big line of customers all in need of speedy and accurate service. Since real estate is expensive, the McDonald's have small counters that get clogged with customers, order takers, orders, etc (Image 1: The O'Hare Airport Hall "C" McDonald's on a good day). Once an order is placed, the customer (sometimes) is told that their order number is on the receipt and that we are to listen for our number to be called. We are then left to disapear back into the crowd and await our message. This is the lowest form of the McShuffle. Customers, many of whom speak English as a second language, stand in the crowded, noisy airport terminal, occasionally not knowing what wil lhappen next, listening to McDonald's crew members screaming out numbers. We aren't sure if we heard things correctly, if our number has been called and we missed it, etc. The crew get frustrated when we don't step up and claim our order promptly. There is usually a lot of yelling, confusion, and bad experiences. The McChronicles has even seen a crew member placed into the crowd to help relay the number shouting and to help customers spawn their way back to the counter through a throng of increasingly disgruntled people waiting for THEIR number to be called. What does this all tell you?

THE SUGGESTION:

The crew all look at a flat panel that tells them which orders are in process (Image 2). Why not make a similar (but larger) screen available to the customers? That way we can all watch the screen and track our order. And, the crew can be sure that their announcement is made clearly. This could add some dignity and confidence to the situation - improving the experience for both the customer and the crew.

Images: The McChronicles

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

Wall Street (Manhattan) McDonald's

OK, it's not really on Wall Street, it's on Broad Street, but it's where the Wall Street crowd hangs when they feel the need for a McD hookup.

A FOTM (friend of The McChronicles) - let's refer to him as "code name: Ian" - accepted an assignment and dropped by the financial headquarter's McDonald's this week. Here is his report, accompanied by some photos he captured with his phone, now known as "the McDonald's cam":

From the outside the "Wall Street" (actually Broad Street) McDonald's looks more like a bank or brokerage firm, however, upon entry you realize that it is surely your regular old McDonald's. The urban myth that there are waiters and table service in the "Wall Street" McDonald's is simply not true. The service format is just like every
McDonald's location I have been to.

There are several notable things that distinguish this location from others. First, diners can sit and look out the big front windows and see tourists and commuters streaming off of the Staten Island Ferry. If you're lucky (as I was today) you might catch a concert going on in front of the One New York Building across the street. Another impressive feature of this McDonald's is its large capacity. Although meager when compared to the Times Square (Manhattan) location, the upstairs dinning room has seating for over 200 hundred people.

The one thing I found most impressive is McDonald's unyielding commitment to add a touch of local culture to its restaurants. In true New York fashion, the "Wall Street" McDonald's was crowded, loud, and, instead of service with a smile, you are more likely to get service with scowl and an undistinguishable accent.

Overall I enjoyed my experience, even though there is nothing truly special about this location. I would definitely leave it off a world tour of the coolest McDonald's (the Times Square restaurant would probably be the top priority while in NYC). If you're looking for a place to eat lunch to "get away", or to plain old avoid all the stuffy Wall Street types, this is the place to go. I would even go as far as to say it is the melting pot of the financial district with a more socio-economically diverse crowd than the upscale soup and sandwich places that are ubiquitous in this section of New York City.

Thanks, Ian (code name). Speaking for The McChronicles fans worldwide, we appreciate your insight into this intriguing McDonald's restaurant.

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

HOT McNUGGETS? No Problem For This Mom

Amanda H. at the SHAMELESSLY SASSY blog is a mom on the go.

She's also a mom with a secret ... she feeds her young daughter the occasional McDonald's McNugget - in the car!

At first this doesn't seem too surprising .. until she reveals how she overcomes the "too hot" McNugget before presenting it to her backseat, strapped-in child. It is a bit surprising to learn that she jams the McNuggets into her car's AC vents!

Most surprising are the numerous comments that cropped up after she made this revealing admission. Wow! There are a lot of like-minded McNugget-cooling people out there. Who would have thought?

Though nearly ALL comments are positive and supportive, at least one person was a little sympathetic to the car.

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

Image: screen grab from shamelessly sassy blog.

McDonald's Olympic Champion Crew Videos

The following info was submitted to The McChronicles by Joe Curry, Supervisor, Global Web Communications, Corporate Communications, McDonald's Corporation:
::::::::::::::::

For the Beijing Games, McDonald’s invited the Olympic Champion Crew to create a short video expressing their Olympic spirit in just five words. The top 25 videos have been posted to http://osom.mcdonalds.com and will be displayed online for four weeks leading up to the Olympic Games where the public can vote for their favorites. The winners will be announced in Beijing.

About the Olympic Champion Crew
As the largest employer in the quick service restaurant industry, McDonald’s has a rich history of providing opportunities to the 1.6 million people they employ worldwide. The McDonald’s Olympic Champion Crew program is a unique example of the recognition, reward and opportunities the company provides its employees. For the 2008 Olympic Games in Beijing, 1,400 of McDonald’s best-of-the-best restaurant employees from 36 countries will travel to Beijing to serve the world’s best athletes and thousands of others at McDonald’s four new Olympic venue restaurants. While in China, the crew will experience the excitement of the Games, visit cultural sites and meet their peers from around the world.
::::::::::::::::

The McChronicles: a blog about, not affiliated with, McDonald's.
Image: screen grab of McDonald's Olympic Champion Crew logo.