Hit The Spot

The McChronicles was passing through Newark (EWR) airport with a few minutes to spare. As usual, this was also accompanied by a hankerin' for a bite to eat. Positioned exactly where it was needed was a really nice food court, featuring - you guessed it - a McDonald's restaurant.

This restaurant sits nicely in the middle of a spacious, clean open area between terminal wings - and right in a very nice food court. The golden arches and a large "Ronald" tip you off that a McDonald's is available long before you can look into the court.

The service was nowhere near as fast or as fun as the Chicago (ORD) restaurant (posted earlier). The staff just didn't seem to have the vibrant personality you find in ORD. One of the McChronicles' sandwiches was taking way too long. The manager informed us that there was trouble with the bread machine (toasting). After 4 minutes the food arrived in great shape.

The dining environment at EWR is pretty nice - and it was right across the hall from our next gate. Overall, we liked it.



Images: McChronicles

"My First" Ad Campaign

McDonald's has just announced a new ad campaign, named "My First". In a press release dated today, the campaign is touted as featuring people whose first jobs were at McDonald's.

The "stars" of the ads are international over-achievers, such as Carl Lewis, Macy Gray, and Ivan Renema. They're not all famous, but they are all excellent at what they do.

According to Larry Light, McDonald’s executive vice president and global chief marketing officer, “McDonald’s has revitalized the brand with two key strategies – leadership marketing and operational excellence,” said Light. “My First brings both strategies to life, because this campaign is intended to inspire our employees, attract new ones and show our customers that if you begin your career at McDonald’s, the sky is the limit.”

The McChronicles agrees that the McDonald's brand has been revitalized of late, and the "My First" campaign is another step in the right direction - especially if it reaches the stated goal of strengthening McDonald's commitment to its people. The McChronicles feels that the biggest moment in the brand experience occurs at the point of sale. Therefore, the company needs to make the crew members feel great, and it needs to inspire them all to greatness.

Best wishes on this. As consumers, we are all happy to receive a great experience with every visit.

Image: McDonald's Website

The McPamper

OK, so it is great to LOOK at a fresh, new Big Mac (previous post). But EATING a Big Mac is a different story.

This unwieldy sandwich is prone to spill-out and ooze-out its ingredients during an eating session. The packaging, which , we suspect, is the main reason the sandwich looks so good so often, is simply unable to help hold the sandwich together during eating.

A team of McChronicles researchers offers this time-proven technique to tame this beast quite successfuly. Ladies and gentlemen, we offer you The McPamper:



1) open the box

2) lay a clean, half-opened napkin onto the sandwich (half-on and half-off the top bun)

3) lift and invert the whole affair, box and all (while cradled in both hands - top & bottom)

4) lift the box off the top of the whole affair, set the box back down onto the tray for later use

5) lay the excess of the napkin over the top of the sandwich

6) grip/contain the contents with the napkin covering

7) tip the Big Mac back on its side to dump the few loose, straggling items into the box

8) tip the now-pampered sandwich so the sesame seed bun is back on top

9) dig in



Most oozing, drippage, and droppage is contained (allowing for full ingredient delivery), the sandwich remains organized and intact, and clothes stay neat, with no embarassing staining.

We can't promise that this is good for use in the pool, but we do encourage you to check it out.

Can we get some feedback on this one?







All Images: McChronicles

Big Macs Look Great

Loyal readers will note a few previous posts that include references to the neat, trim, and tidy appearance of Big Macs. This has become a consistent theme during the McChronicles visits.

We hypothesize (never having worked in a McDonald's) that this may be due to the package that the sandwich is built in. We guess that it makes it easier to contain the relatively complex set of ingredients.


The bottom line is that we consistently receive Big Macs that look awesome - worldwide - every time. This is a much better track record than the paper-wrapped hamburgers and cheeseburgers (that frequently look like they've been prepared in haste).

A tip of the hat to the designer of this system and a big THANKS to the crew that puts them together for us to enjoy.

Images: McChronicles

I Beg To Differ

Very soon after The McChronicles raved about the new, earlier lunch time at one particular store (previous posting) we received two comments stating that late breakfast people appreciate the delayed start of lunch. Now there's a study in perspective. And, by the way, THANKS for the comments - we love hearing from you all.

This is a good reminder that there are as many subtle differences as there are people. These late breakfast fans deserve to eat what they want when they want, just like the early lunchers. Imagine the position McDonald's is in as they try to please us all. It appears there is no perfect compromise.

At least we all understand that it isn't easy to keep us all happy.

Early Lunch

How many times has a person gone into a McDonald's, hoping for an early lunch, only to find that lunch won't be served for another 15 minutes? If this sounds familiar rest assured, The McChronicles feels your pain.

So you can imagine how pleased we were when it was reported that the New Hartford, NY store is now serving lunch starting at 10:30AM instead of 11:00AM. That's right, a simple, home computer-generated sign addressed "to all our loyal customers" made the announcement this week.

We know that it is important not to mix breakfast cooking with lunch cooking, but we've had the untimely urge for an early burger more than a few times. And isn't 10:45 a little late for breakfast? Great move New Hartford. We love it.

We wonder if this is a one-store event, or if it is a corporate-wide change. Please let us know if you are seeing this change in your favorite McDonald's.

Forever Young

McDonald's reimaging campaign, an attempt to keep their stores fresh and relevant, seems to be in high gear. The McChronicles have noted numerous campaigns to remodel and to rebuild "tired" stores.

According to a report on mlive.com, "Most of them (new stores) are smaller and offer a host of unexpected amenities like wireless Internet access, flat screen televisions and meeting rooms. They tend to feature a more modern atmosphere with upholstered furniture, leather couches, high-topped tables and stools. Some even boast fireplaces."

230 of Michigan's 550 McDonald's are slated for reimaging by th end of next year. The article goes on to report, "More than half of McDonald's locations now offer wireless Internet access".

One rebuilt store manager, in Michigan, reports "I am getting not just families anymore," ... "Now I'm seeing people in suits who are coming here instead of the library or Starbucks."

According to a story on the wbdj7.com website, "A new McDonald's restaurant is about to open in the Roanoke Valley. While that isn't news, what the place now looks like is". In addition to the, fireplaces, big screen tvs, video game center, wood paneling, paintings, and light fixtures, the big expected upgrade is in service. Read more.

And it's the same in Lakeland, Florida, as it is in Payson, Arizona, as it is in Charlestown, West Virginia, as it is in South Glens Falls, New York. On and on it goes. Look for a reimaged McDonald's in your area. The McChronicles has seen many and they are really great.

Top Image: McDonald's Netherlands website

Bottom Image: wdbj7.com website

McDonald's Of The World

A new blog exists to collect and display images of McDonald's from around the globe. Pay a visit to McDonald's Of The World - and be sure to send in your favorite image.

Happy Anniversary

Our good friends at the Fastfoodweblog.nl just celebrated their second anniversary. Congratulations!

Aficionados of fast food will appreciate the site's fun and professional take on the industry. You will need a working knowledge of the dutch language to get the most out of the site.

Click on over to fastfoodweblog and join the McChronicles in wishing them a happy birthday.

Delivery

In a previous posting the McChronicles noted a McDonald's bicycle in China. We assumed it was for deliveries but have never been able to confirm this. We were unable to locate the bike during a recent trip to China. Here is a previously-posted image of the bike.

The McChronicles just paid a visit to Singapore to investigate the latest McDonald's activities on that beautiful island state. We were long-aware that McDonald's deliveries are a standard activity, so we decided to test it out - in a big way. We threw a party that required a total of three delivery vehicles.

The large, complex order detail was handled via fax, to insure accuracy. Interestingly, since Singapore enjoys great weather, and for a variety of other reasons, many delivery vehicles are motorcycles. This case was no exception. The drivers were well-dressed in clean uniforms, very friendly, and helpful. These independent contractors had a seemingly-great allegiance to McDonald's and were exemplary representatives.
Our lunch arrived in style, on schedule, and contained in well-sealed, insulated packs. Surprisingly, the beverages were quite cold, with a lot of ice remaining (since Singapore is just 1-degree north of the equator it is HOT). Only the fries suffered (as they always do - everywhere - when there is a lag in time between cooking and eating). The price for the food and the service was fair.

The McChronicles is a great fan of this McDonald's delivery feature. It isn't a viable service everywhere, but it works great when the situation warrants.

Images: McChronicles

Open House

The McChronicles notes a very unusual event going on this weekend in Shanghai, China. Several McDonald's are staging an "open house" and taking customers behind the scenes - behind the counter, and into the kitchen.

Applications appear at restaurants. They must be completed and approved prior to the big day. An applicant for the event must declare several things, including one's good health.

We also noted very slick TV commercials promoting the event. The spokesperson in the ads is an executive-looking older gentleman. He puts a lot of effort into indicating that people wil be impressed with the cleanliness, professionalism, and quality of McDonald's.

The McChronicles guesses (and this could be unfair of us to speculate) that these ads, seemingly aimed at parents, and the open house event itself, are intended to counter any possible negative feelings about McDonald's. Parents may be reluctant to let their kids hang out and eat at a place that they have misgivings about.

So, if you're in Shanghai over the weekend, like this little guy, carve out some time, fill out an application, and take the tour.

Images: McChronicles

McCafé

As in other countries, China enjoys a few McCafés.

This one, in the trendy Xin Tian Di area of Shanghai, offers a simple menu of teas, hot chocolate, coffee, cappucchino, latte, espresso, smoothie, and juice. Not seen on the menu are the few simple snacks that are offered in the case off to the side.

The McChronicles observed a few McCafés and found them all to be neat, clean, and fast.

According to bizjournals, in a 2001 release "McCafe was first introduced in Australia in 1993 and has become a successful enterprise in 17 countries with almost 300 McCafes worldwide. McDonald's is introducing McCafe for the first time in the U.S., making this the 18th country to debut the concept. All McCafes are within or adjacent to existing full-service traditional McDonald's restaurants. "

We wonder if this is getting too far removed from the core McDonald's brand or if it is an excellent marketing move. Only time will tell. We do know that the McCafé was analyzed by no less than the fine people at Harvard. Find their 2004 report at Harvard Business Online.

Image: McChronicles

"Mind-Bendingly Curious"?

According to The Basement, "Sometimes a blog comes along that is so mind-bendingly curious, that you just have to mention it. Today, that blog is McChronicles - Chronicling the McDonald's Brand Experience. This is a very interesting – and seemingly independent – look at the McDonalds brand. If you have customers like this guy – you should listen." Yes, we ARE independent. And we appreciate the kind words.

BuzzMachine has posted this comment from a reader, "The most interesting “corporate sheppard” blog I’ve seen lately was for McDonalds called The McChronicles. It’s a wonderful, if not odd, blog. " Thank you for the compliment.

And The McChronicles has been dubbed, "a customer evangelist" on the American Marketing Association's website. Yes, we really appreciate, and care about, McDonald's - from the customer point of view.

McChronicles Shirt

Jan-Willem is looking GREAT as he sports his McChronicles golf shirt in the Netherlands. Look below for a previous post to see how you can get your own McChronicles shirt.

More, More, More

Chinese McDonald's enjoy a large customer base. With expensive land prices, they struggle to accommodate as many customers as possible. Many sites put customers out on the sidewalk, or in 2nd-floor seating areas (in addition to ground-floor seating).

In this case, the seating is for a trendy McCafé. More on those later.

Image: McChronicles

Hurricane Disaster Relief

McDonald's Corporation has created a $2 million matching fund to match donations given at stores.

McDonald's is also working with the Federal Emergency Management Agency (FEMA) and the Red Cross to determine the most immediate and impactful ways to deploy McDonald's resources and distribution systems to help bring food, water and other supplies where it is needed most.

Many local McDonald's owner/operators are already helping to feed relief workers, and victims of the natural disaster.

Learn more.

Dessert Kiosks

The McChronices is in China, reviewing the practices that McDonald's is implementing in this important and unique market. One observation has to do with an attempt at market segmentation.

In China, two elements of life are critical: speed and money. People need and expect extremely fast service. They simply will not wait too long for anything. There are way too many alternatives for almost every product or service - a customer can easily replace any vendor or product. A vendor has to strike while the iron is hot.

McDonald's wants and needs to be in prime locations (and that's where consumers want them). As in any major city, the prime locations (street-level, major intersections, etc.) are highly-prized. To acquire sales opportunities, to capture impulse-buy customers, and to reduce costs, McDonald's has developed a "dessert kiosk" concept. They use a very small footprint store at street level (low cost and good advertising), they sell a very limited menu (soda, pies, and ice cream), and they direct people to a 2nd-floor or nearby full restaurant(advertising, suggestive selling).

These kiosks are very visible, and in excellent consumer locations. The service is simple and fast (limited menu)-and every customer is reminded in some way that there is a full meal waiting nearby.

Images: McChronicles

Blinding Speed

Business is TOUGH at busy locations. And you don't get much busier than at Chicago's O'Hare International Airport. Customers won't stand in line for much under travel conditions, and often they CAN'T afford to wait.

To maximize profits, the McDonald's in this airport have to be super-fast. The McChronicles is always impressed with the speed of service, AND with the quality of the food, at O'Hare. We sampled the service by ordering a Big Mac in Terminal E, near gate 2 (store #22821). We made it a bit disruptive by asking for no cheese. In less than 60 seconds we were searching for a place to sit - it was that fast. Store Manager Louis Gage is clearly doing something right. When asked, the counter person said that this was a good place to work (though the commute into the secure site is a bit tough).

We wonder what it costs to provide such great service - we notice a relatively high number of crew. And we wonder how a store with such tough demands can achieve this success and why other stores, with much milder conditions, seem to have such trouble.

Image: McChronicles

Moichindising!

What Mel Brooks fan can forget the line in Spaceballs (The Movie) where Yogurt says,

"Merchandising, merchandising, where the real money from the movie is made. Spaceballs the T-shirt. Spaceballs the lunchbox. Spaceballs the coloring book. Spaceballs... the flamethrower! Kids love it. And my favorite, Spaceballs the Doll -- me!"

Of course, Yogurt, as played by Mel Brooks himself, goes deep into character and delivers all his lines with a quaint Brooklyn/Yiddish accent. So, "merchandising" comes out sounding like "moichindising"!

Anyway, here we have McChronicles ... the golf shirt. An awesome white, short-sleeve beauty that is just the thing for catching those pesky secret sauce spills from your unwieldy Big Mac and for wiping your hands on after dipping into a hot packet of large fries. Oh yes, it sports The McChronicles logo, comes in YOUR size, and is available for immediate delivery.

Congratulations to our contest winner, Jan-Willem, from the Netherlands, for winning one of these awesome additions to any fast-fooder's wardrobe. He was the first person to get The McChronicles logo to appear in the Flick'r image bar in the left-hand column of this blog. We'll expect to see another picture - this time of HIM wearing this limited edition fashion statement.

Contact The McChronicles to place your order today (PayPal only - US$25 plus shipping).

And may the Schwartz be with you!

Focus On South Utica

A focus group of twenty-something males met at the South Utica (Utica), Genesee St., NY, USA restaurant (store #18030) for lunch today. Here is the consensus:

• Quality: The food was warm and good. One young man was stunned to see how small the cheese was on his filet-o-fish. We chalk that up to his unawareness, not to a local issue.
• Service: Quick. The crew was neutral to friendly.
• Cleanliness: It was well-after 1PM on a Friday, still, the customers just kept coming. The tables were a bit untidy, and the floor didn't appear to have been swept since before the lunch rush started. We did note a girl tidying up at around 2PM.

This store has a GREAT location, and it offers a bright, relaxing dining room, complete with a fish tank (previously posted). As is the case with many other stores, we would like to see an increased emphasis on cleanliness, both in the dining room and behind the counter.

During this visit we noticed the owner breeze in for a quick check, and to grab some lunch. Additionally, The McChronicles was very happy to donate to the epilepsy fund raiser that was being staged at this store.

The South Utica store is so close to being great - just a bit more to go.

Image: McChronicles

Looking Good

A friend of The McChronicles has shared a few images of new interior designs coming out of Europe (from the McDonald's Netherlands website). Thanks JW.

We understand from reports that this site, in
the south eastern part of Amsterdam on the Muntberweg, LCD screens, digital menu boards, a wireless hotspot, and more.

It is great to see that McDonald's continues to push hard in their evolution. The McChronicles feels they are doing a wonderful job of remaining contemporary AND maintaining their good traditions.

With these classy good looks it is easy to imagine the crew and customers feeling great about their time spent inside the restaurant.

Murals

Some McDonald's restaurants have murals painted on the interior walls.
Here is an example of a great work that can be found in the Johnstown, NY McDonald's.
We were reminded of these creations by a Flick'r posting that appeared on our site recently. It's worth a click.

Send in your images of cool murals that appear in a McDonald's. If we get a few we'll post them up in a gallery.

Image: McChronicles

GOLDEN ARCHES ALIVE: Shades of "Hilltop"

Here's a chance to make history!

According to a media alert from The McDonald's Operators of the Capital District appearing on Empire Information Service's website, "The internationally recognized symbol of McDonald's - the Golden Arches - will be formed by people dressed in golden ponchos at the Riverfront Park in Albany to celebrate McDonald's partnerships in the community. One of the McDonald's restaurant owners, Pat Arnott, will be flying her plane over the Golden Arches for a photograph of the event. "

The event is scheduled to occur on Tuesday, August 30, 2005 at Riverfront Park in Albany, NY, USA. For more information, contact Mary Scanlan, Scanlan Communications Group, +1-518-424-5125.

This reminds The McChronicles of A REALLY BIG AD that comes from downunder. Worth a view.

The McChronicles would LOVE to receive images or video from anyone who participates in this event.

A Work Of Art, In Clay

A McChronicles team paid a visit to the Clay, NY McDonald's and had a great experience. Beautiful woodwork, metal accents, ceramic (marble-like) tiles, a "reading room"-like area, and flat-panel TVs are offered in hopes of making this experience one to blog about. We were particularly impressed by the very clean and well-appointed rest room facilities.

We weren't quite able to determine the proper description for the motif ... is it Victorian? Art Deco? Or what? We're the first to admit that we're not up to this task. Whatever it is, we like it. Interestingly, this site is in the final throes of reimaging (some scaffolding can be seen in the image above). The work appears to be non-intrusive into the diners' experience - it didn't bother our team one bit.

The food was above average - quite tasty and well-presented - while the service was average.

We couldn't resist offering this rest room image - to inspire other McDonald's to rise to the challenge.

All photos: The McChronicles

Sayre Smile

The McChronicles hit the Sayre, Pennsylvania McDonald's (store #1888) today. The restaurant was clean and friendly. The theme is the beautiful Susquehanna Valley, with its nostalgic train routes, bucolic farms, wooded hillsides, and, of course, the lovely river.

The service was "average" and the food was prepared to perfection.

Image: The McChronicles

Good Horse Sense

The McChronicles dropped in for an evaluation of the Wilton, NY McDonald's. Since this restaurant is just north of the famed Saratoga Race Track, the theme is horse racing.

This restaurant was busy during the mid-week lunch rush, yet appeared clean and tidy. Service was fast - and the location is excellent (very convenient for driving to and from anywhere in the region). We witnessed a healthy mix of families, teens, travelling salespeople, and contractors - all enjoying a brief rest before they headed out into their late-summer afternoon.

This McDonald's is worth a visit, whether you're running around the Saratoga area, or taking a run on the I-87 Northway.

Counter Intuitive

Isn't it a little counter intuitive to think that, by performing your behind-the-scenes stock replenishment activities right at the sales counter, you would maintain or increase your brand in the eyes of your customer?

What are they thinking in Johnstown, NY? A recent visit by The McChronicles found the customer with almost NO room to place and receive their order. Why? Because the crew was unpacking and handling condiments, sauces, napkins, etc. right on the counter.

Hey management, give the crew some appropriate space to do their job - without forcing the customer to deal with it.

Awesome Presentation

The McChronicles paid two visits to the Johnstown, NY McDonald's recently. Both times we were delighted with a PERFECT sandwich presentation.

So many times we are disappointed by sloppy condiment application and wrapping (see numerous previous postings). We're almost resigned to the fact that this isn't going to be addressed. THEN ... we encounter the Johnstown restaurant that delivers a perfectly prepared and wrapped Big Mac. Just to be sure, The McChronicles dropped back in the following day and ordered the same thing. PERFECTION! Kudos to the crew and to the management that inspires this performance.

This '50s-era-themed store has a fresh, fun look, complete with table-top juke box decorations and statues of both Marilyn Monroe and The King himself, Mr. Elvis Presley.

image: The McChronicles

Rave Review

The Houston Chronicle's Ken Hoffman had these good words to say about the new McDonald's Premium Chicken Sandwich offerings: "I wouldn't want to be in Wendy's or Burger King's shoes when word about these sandwiches gets around."

Read more from the Houston Chronicle.
Image: Melissa Phillip, Houston Chronicle

What is your opinion of these sandwiches? The McChronicles would like to know. Please comment.

Special McD's

The McChronicles noted (in the Flick'r image section in our left-hand column) a beautiflu BISTRO McDonald's, reportedly in Del Mar, California. It reminded us of a really snazzy McDonald's we investigated in Naples, Florida. Though different, they both delivered a relatively high-end, classy experience.

This image (posted on Flick'r) depicts stained and art deco glass treatments, as well as period tile flooring and interesting accents. The Naples restaurant offered up a very inviting "living room" experience, complete with couches, end tables, a fireplace and a wide-screen LCD TV.

We appreciate that "reimaging" is expensive, disruptive, and risky (on a financial basis). But we certainly enjoy eating in an attractive and inviting atmosphere. Kudos and "thanks" to those sites than are able to offer this ambiance.

On The Right Track

The McChronicles has noted an increased emphasis on general cleanliness at the New Hartford, NY McDonald's. The key ingredient in this effort, of course, is the general awareness of, and emphasis on, improved cleanliness. ATTITUDE is everything - and it is showing in New Hartford.


Image: New Hartford, NY Interior

It is being backed up by a newly-added, dedicated clean-up person who is now seen patrolling the dining area. Customers LOVE clean tables, tidy condiment areas, and ready trash bins. During peak times things can get messy and the bins can get crammed full. This new person, who is seen at the store during the lunch shift, promises to make all those annoyances (turn-offs) a thing of the past. As frequent diners, we certainly hope that this occurs.

In addition, we have noticed additional crew members tidying up in their spare time. It seems that this store has upped their emphasis on cleanliness - and we appreciate the respect.

We would prefer if the dedicated clean-up person dressed like the rest of the crew. We have noted a few reactions from diners who thought a customer was rearranging the condiments and tidying up (that was our reaction when we first encountered this person - and it feels weird thinking that a customer is performing these duties unofficially). The uniform is a signal to us that a bona fide employee is on the job.

THANK YOU, New Hartford, for respecting your customers by providing a cleaner, more orderly dining room.

PS: Wipe down the window sills. Certain things have been there for weeks.

Super SHRINK Me! (to the tune of -37 pounds)

"Inspired by the documentary "Super Size Me," Merab Morgan decided to give a fast-food-only diet a try. The construction worker and mother of two ate only at McDonald's for 90 days - and dropped 37 pounds in the process." This according to an article (requires free membership registration) that appeared today in The Mercury News.

The McChronicles has refrained from commenting on Morgan Spurlock's "Super Size Me". Now we feel there is a legitimate counter-example to offer up.

The article quotes Walt Riker, McDonald's vice president of corporate communications, as saying "Spurlock's film really spurred a backlash based on common sense." Exactly!

Image from Duke Human Resources website.

Arizona Manager Has The Right Spirit

The Wickenburg (AZ) Sun newspaper reports on a McDonald's manager who puts his heart and soul into the McDonald's customer experience. Mr Eric Harley leads by example, and according to the article, his staff follows. In The McChronicles' opinion, those that are following Eric's example are actually LEADING the industry.

Read the article (it is easy to see that the interviewer was really impressed with the team spirit, performance, and enthusiasm that this manager imparts). We'd love to see many more Eric Harleys managing McDonald's across the globe.

A big McChronicles salute of respect and thanks to Eric!

Photo from Wickenburg Sun website.

New China McDonald's Planned

According to a report by Forbes' online news service:

AFX News Limited
McDonald's, KFC to open hundreds of new outlets in China this year
SHANGHAI (AFX) - KFC's and McDonald's China operations are planning to open hundreds of new restaurants this year, the National Business Daily said. The report said McDonald's China is planning to open at least 100 new outlets in a bid to boost profits after an 'unsatisfactory' first half. Major rival KFC said it will open at least 200 new stores, including 35 in Shanghai, the report said. McDonald's owns 680 restaurants in China, and KFC more than 1,300.

The McChronicles has toured China McDonald's sites in the past, and is scheduling another trip soon to check things out. We plan to be in Shanghai and other cities to experience the McDonald's brand and to report on it.

We think it will be interesting to see what store designs are being implemented at this time, as well as what menu items are offered. Of course, there is always the usual McChronicles focus on Quality, Cleanliness, and Service.

Let us know what else we can report on that would be interesting to you.

Photo Source: BBC website, AP Photo

Attention To Detail

A McChronicles team recently dropped in and spot-tested the situation by purchasing one hamburger at 2PM, when the restaurant was nearly empty (little demand). Unfortunately, with all this going for them, the crew couldn't manage to deliver a neat, tidy burger.

This is what it boils down to. The moment of truth. No distractions, nothing much else going on, and a customer asks McDonald's for one hamburger. If a company was going to shine, you'd expect it to happen under these conditions.

This image depicts the moment of truth - the instant the burger was unwrapped. Imagine what happened to the McDonald's brand at that moment in the eyes of the customer.