Business Tips From McDonald's
Maintain consistency.
No matter where you are in the world, you can be certain that when you walk into a McDonald’s you’re going to have a familiar experience in terms of the menu, food wrapping and design of the building. In 1961 Ray Kroc launched the Hamburger University as a training school that emphasizes “consistent restaurant operations procedures, service, quality and cleanliness.” Today, franchisees attend the program to learn and implement Ray Kroc’s vision.
Research has proven that these types of programs not only enforce consistency, but can also increase productivity.
Establish a brand presence.
McDonald’s has done an excellent job at establishing a brand presence. But beyond the "Golden Arches" and "I’m Lovin’ It" slogan, McDonald’s has created an emotional experience that takes us back to our childhood. Even though we realize that there are better products out there, most of us have a bond with McDonald's that is almost unbreakable -- which is why you hear so many people proclaim their love for McDonald’s fries. The fries have a look and taste that you will find exactly the same no matter where you are in the world. You can count on it.
Take risks.
Even though McDonald’s practices consistency, the company isn’t afraid to take risks and tinker with their menu. The original menu only included a hamburger, cheeseburger, fries, shake and beverages. Over the years, the chain has added breakfast items, the Happy Meal, McNuggets, (and 'Mc' everything else. Does this remind you of the 'i' we see everywhere on multiple iTems?) Filet-O-Fish, salads and the McRibs.
While there have been failures like the McLobster and McPizza, without taking those risks, McDonald’s probably would not have grown into the global juggernaut that we know of today.
Adapt to customer’s changing tastes.
The reason that McDonald’s is willingly to take risks is that the company realizes that it’s vital to adapt to the needs and wants of customers. For example, the company scrapped the Super Size option and began offering healthier options as more people have become more health conscience. Additionally, the company also offers regional items based on local favorites.
However, the greatest adaptation was back in 1975. A McDonald’s located near a military base in Arizona offered the first drive-thru to serve soldiers who were not allowed to leave their vehicles while wearing fatigues.
Perfect the art of the cross-sell.
Cross-selling is when you take the product you're going to buy and co-promote other products with it. Sound familiar? It should. McDonald’s has arguably the most famous cross-sell of all-time, “Would you like fries with that?”
This is great way to increase sales, but make sure that you don’t overwhelm the customer. Wait for them to order first, gain more information about the sale and realize why it adds value to the final purchase. Another effective example of this is Amazon’s “Frequently Bought Together” feature. And how about the effective cross-sell of, "Those who searched for this, (item, book, shirt, shoe, baby item), also searched for these six other items."
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