Keeping Consumers “Lovin’ It!”

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I have seen the McDonald’s menu grow and change dozens of times. When I visit McDonald’s while traveling, there are always differences in the restaurants’ menus. I never really understood these changes and differences until attending #INTEGRATE16.

While at #INTEGRATE16, I attended a session featuring Mel Windley, James Nice and Jeff Monfort. Windley is the Executive Vice President of Fahlgren Mortine, working primarily on accounts for the McDonald’s Corporation. Nice is a Marketing Manager for the McDonald’s Corporation in the Ohio Region, and finally, Monfort is a McDonald’s franchisee who owns six restaurants in the Ohio Region. Together, these men discussed McDonald’s successes, attributing its victories to teamwork and audience insight.

The success of any business depends on its ability to serve its customers. McDonald’s uses audience insights from local, regional, national and global markets to ensure consumer satisfaction. The #INTEGRATE16 trio explained that in order to satisfy as many customers as possible, McDonald’s must consider what is right for the brand and the consumer in a particular marketplace; that’s why campaigns like “Nocturnivore,” and “#Macithappen,” are only seen by subsets of the company’s global market.

In order for regional campaigns to prosper, and McDonald’s restaurants to flourish, teamwork is essential. Windley, Nice and Monfort describe it as the “three-legged stool,” through which the brand, the operators and the suppliers/partners (the legs) must support the consumers (the seat). Without proper teamwork, and each leg polishing it’s part of the company’s iconic golden arches, the consumer would be dissatisfied.

Based on its consumers’ desires, McDonald’s now offers breakfast all day. It has developed new menu items and enhanced its current offerings. It has even implemented different menus in different locations. But, what’s next?—That is up to you, the consumer.

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