Free Advice for McDonald’s!

By J. Dean Spence

Big Mac, Fillet-o-Fish, Quarter Pounder, French fries…

When I was a kid if you were to suggest taking me McDonald’s, I probably would have spontaneously combusted in a fit of rapture.

Icy cokes, thick shakes, sundaes, and apple pies…

My tastes have changed over the years, and although I will still have the occasional order of fries and McNuggets, I’m much more interested in McDonald’s coffee these days. My go to drinks there are the Americanos and cappuccinos.

McDonald’s makes its lattes and cappuccinos in an espresso machine that, apparently, must be cleaned frequently. Of course, I’m glad they keep their espresso machines clean, but on no less than five occasions I have walked into a McDonald’s restaurant with symptoms of cappuccino withdrawal, only to be told that I cannot have one because the espresso machine is being cleaned. And each time, I stormed out of the restaurant with a bubbling rage.

Traditionally, a company’s marketing efforts were concerned with acquiring new customers. That’s still important, but there is a growing recognition a company must nurture its relationship with its existing customers. The aim is to prevent what some call “churn”, i.e. the defection of customers.

I prefer A.O. Hirschman’s terms “voice” and “exit”.

By voice, Hirschman means what I am doing right now: a customer articulates his displeasure with a company whose products and/or services the customer feels is in some way substandard. Voice is a non-market mechanism because, although the customer complains about the company, he continues to do business with it.

On the other hand, with exit the customer is so displeased with poor products and/or services that he stops doing business with the company altogether. Exit is a market mechanism because the customer invariably exits to one of the company’s competitors. (Indeed, after those 5 times when I left McDonald’s empty handed, I went straight to Starbucks for a Flat White—but I also have problems with Starbucks that I may address in future blogs.)

There may be any number of reasons why a customer may exercise voice or exit. Some of these reasons may be beyond the company’s control. A bad economy may make customers even more intolerant of bad products and/or services. A company may be the victim of industrial sabotage…

But what must be most worrisome and unfortunate are factors that companies can control, such as quality assurance and customer service. (The service provided by teens at some McDonald’s restaurants often leaves a lot to be desired—but again, that’s the subject of another blog.)

I’m sure that other people have been disappointed by not being able to get a latte or cappuccino from McDonald’s restaurants while espresso machines were being cleaned—and I’m sure many more customers will face this frustration. I have an idea that might mollify the simmering anger of those customers!

McDonald’s, if I cannot get a cappuccino because one of your espresso machines is being cleaned, why not offer me one of your delicious brewed coffees or teas for free! I think that would be a fair deal, and it would even promote cross-selling. I have never tried your tea. Maybe it’s good. If you give me one for free maybe I might get hooked and you would reap a greater share of my wallet.

Sounds like the beginning of a great marketing campaign to me, McDonald’s!

Prego!