Why McDonalds is winning!

If you have ever watched “The Founder”, and I recommend that you do, there is a moment in the story of Ray Kroc where he realised that McDonalds was not in the burger business, they were in the real-estate business.

Fast forward to today and the market dynamics have changed significantly enough for McDonalds to re-write history. If you have been paying attention, you will have noticed less print and TVC advertising from McDonalds, and their in-store promotions are few and far between.

So where are they focusing their efforts?

Just like Ray Krocs realisation all those years ago, McDonalds have now realised that they are not in burger business, they are in the time business.

Now I am not a regular McDonalds patron, however I have been trying their new app, and I have realised that while others are still trying to work out what food offering will drive customers into their business, McDonalds are driving attention where the consumer is at, on their mobile phone.

Customers can use the app to order and pay for food from home or anywhere, and have it ready for collection at their nominated location when they get there. Once you arrive, your order is transferred to the assembly screen and your order number is sent to your phone for verification.

The system is efficient and saves on queuing and that annoying customer who wants to spend 5 minutes of everyones time working out what they want AT the counter. Not only does it give time back to the customer, it also gives time back to the whole operation and over the course of a year that can account for significant savings and improvements in efficiencies.

And lets not forget the insights that are being gathered on individual customers eating preferences which lead to targeted and tailored offers just for them, re-directing business, by stealth, away from other fast-food chains still using traditional marketing techniques.

McDonalds just get it! 

Time is becoming increasingly important to customers and business alike, as a key driver for growth. Time equals speed, speed equals efficiencies and efficiencies equal savings, so why are so many businesses still trapped in the cycle of looking at the rear view mirror for the answers to the future, when all they need to do is look at what is not going to happen, but what is already happening? 

No matter if you are talking about Amazon, UBER, Netflix, the likes of McDonalds or any other new innovation, it is not just about the offer, it is not just about the price, it is more and more about giving back time, that makes them winners! 

Thanks for YOUR time!