You may have heard that McDonald’s announced strong quarterly results yesterday. The quick-service restaurant chain reported a five per cent increase in global same-store sales and the second quarter in a row of same-store sales growth in the U.S. after seven quarters of declines.
What’s remarkable (or perhaps not) about this tale of corporate turnaround is that no one, including McDonald’s CEO, is attributing it to any changes in traditional marketing. Virtually no mention is made of campaigns, advertising, content, social media, promotion or the like. This success story is all about customer experience–of changes not to messaging but to the product and service experience offered to consumers at each touchpoint.
The primary change driving McDonald’s recent success is the chain’s decision to offer all-day breakfast, but on the earnings call, CEO Steve Easterbrook also called out CX improvements such as a new streamlined menu, improved order accuracy, investments in food quality and ingredients, and menu simplification.
McDonald’s in the US implemented many changes this past year, including how Quarter Pounders are made to improve flavor, removing sandwiches from its menu to speed ordering and customer service, replacing margarine with real butter on its breakfast sandwiches, and increasing hourly wage and adding benefits to address concerns over workers’ compensation.
Certainly marketing and promotion played a part in getting the word out about these changes, but whether you read about McDonald’s turnaround on CNBC’s mad Money, Fortune or Business Insider, you will not find the words “marketing,” “advertising” or “content” in these articles.
The thorough Business Insider review of McDonald’s 2015 actions mentions a single promotion among the 19 changes McDonald’s made in 2015–the launch of the McPick 2 deal.
(Global tech research firm) Gartner has noted that “Customer Experience Is the New Competitive Battlefield” for marketers. McDonald’s just demonstrated how battles are won (and customer experience ROI is delivered) in the war for consumer attention, consideration and preference.
This article is reprinted with permission of Gartner and is written from the context of a US market.
Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]
Adobe today launched Adobe CQ (creativity quotient), an evaluation tool designed to measure enterprise creative aptitude and capability across teams and organisations. The persona-based test will help leaders understand how to use creativity, cultivate it and accelerate skills development. Adobe managing director for ANZ Suzanne Steele [feature image] said: “With the exponential growth of technology and […]
Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]
Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]
Canon Australia has today become the first official Imaging Partner of Sydney Zoo. The two-year partnership will see the two experience-led organisations bring to life a variety of on-site and digital platform photographic and creative print activations; each with the purpose of extending the creative and educational experiences of every guest to Sydney Zoo. From […]
A pivot towards producing digital webinars, podcasts and animations for clients has seen global vid tech scale-up Shootsta win several new major clients. Since March, Shootsta has secured local work with Orica, The Royal Commission, ASG Group, Teachers Mutual Bank, Savills, Veolia, Vision Australia and Sydney Children’s Hospital Foundation. Globally, it has won contracts with […]
Val Morgan Outdoor (VMO) has revealed that audience numbers are averaging 60% pre-COVID levels at VMO Active fitness centres across the country. Western Australia, where health clubs were the first to reopen in May, is now sitting at a 12.4% week-on-week increase, with a return-rate of 72% overall, which Val Morgan anticipates will be reflected […]
Independent digital marketing agency, Sparro, has today announced the promotion of Key Account Director, Hannah Jones, to General Manager. Jones, who joined Sparro in September 2017, has played a pivotal role in shaping the agency’s unique and award-winning culture and expanding the company’s client portfolio. Sparro Co-Founder and Partner, Morris Bryant, said appointing Jones as […]
Integrated Creative Agency, Emotive, today announces the appointment of Jardin Anderson as Senior Creative. Jardin joins Emotive’s creative team with plenty of adland experience including roles at The Glue Society, M&C Saatchi Sydney and DDB Melbourne. Jardin Anderson said: “ I am super excited to be a part of the Emotive creative collective. The creative […]
Shopper Media today released findings from its latest ‘Media Multiplier Effect’ Shopper Study, confirming that using retail OOH in conjunction with television advertising will deliver greater efficiencies for brand and product campaigns. Jamie Hollebone, Shopper Media’s Head of Revenue (pictured), says, “The findings indicate that a combination spend on TVC and retail OOH will boost […]