Have you been eating fast food more often lately?
more technically incorrect
You have used more McDonald’s because it seems more convenient than ever?
You pull out your phone, tap an app a few times, and the food will soon(ish) arrive at your doorstep or at a friendly neighborhood McDonald’s.
And then there’s the app-based loyalty program that makes you want more and more to get more, which will leave you wanting more.
That’s the American way.
Naturally, the pandemic has contributed to a change in habits, as technology-based ordering – in one form or another – seems to be the best thing humans can do.
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At that point, one would expect that McDonald’s sales would increase – especially since prices also rise in times of inflation.
However, seeing same-store sales increase by more than 10% may have prompted McDonald’s CEO Chris Kempczinski to praise the glories of technology even more.
It’s great to have a robot take your order. So happy to open a McDonald’s no human staff that you can easily see.
Oddly enough – at least to some – Kempczinski insists that there is something else really at the heart of it all.
During the company’s fourth-quarter call, Kempczinski offered an explanation worth considering. Like QSR magazine report, Kempczinski believes that McDonald’s doesn’t sell burgers and fries at all. Instead, it sells a brand that allows franchisees and operators to sell burgers and fries.
For many people, especially in the tech world, the whole idea of a brand can be elusive. Or merely nauseating, cool applause, representing distortions of reality.
After all, it’s not that Google and Facebook became so big thanks to the massive amount of launch ads.
But man is by nature emotional. Those feelings are fickle. Making your brand relevant means creating a specific atmosphere within and around it, one to which people are drawn. For, some might say, there is no obvious reason.
Of course, this kind of thing is like a curse to those who believe in rationality, functionality, and raw hard-hitting tactics. (Hello, Bill Gates. How are you?)
Worse, creating and growing a successful brand can be an incorrect exercise. People who do it often still don’t know if they’re doing it right until they see real-world human reactions. And many kinds of advertising seem to indulge in outrageous hoaxes under the guise of insight.
But Kempczinski put it very simply: “So does the McDonald’s brand, so does the health and economic value of our company and our systems.”
He gave an example. Recently, McDonald’s launch a campaign that, in Kempczinski’s from“never show our food, never show our restaurant and never mention our brand.”
This seems less crazy and totally insane.
However, according to Kempczinski, the campaign featuring people – nothing more, nothing less in the office – simply raised eyebrows to signal that they “prefer McDonald’s”, which Kempczinski said, has been sold in 30 markets across the world. applied worldwide.
Not every company is willing to create a brand around its product.
In some technology-driven companies, it is believed that real sales still require brute-force, data-driven tactics.
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However, especially if your company and brand is unknown, those tactics are better than being extremely smart, timely, and winning. Otherwise, they become annoyed. In fact, as realists often observe, they are not only annoying but counterproductive.
Furthermore, creating a compelling brand doesn’t always cost money. Yes, not so much. It requires a belief in a certain kind of creativity and to be honest, a finger or two crossed.
McDonald’s is now in a very different space and time. It’s huge and it wants to be hugged more. That’s not to say everything in its world is super adorable.
There is confusion among some franchisees. Some complain about increasing costs.
However, using technology to improve the customer experience continues to contribute to the company’s bottom line. But without the emotional layer that seems to include emotion, fame, and essentially an understanding of human triggers, McDonald’s wouldn’t be selling as many burgers.
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Just like Apple certainly won’t sell too many iPhones that all look very similar.
However, I won’t talk too much about Latest research on the effects of fast food on the human body.
