Can I Get Kale with That?
McDonald’s Corporation recently announced plans for a global reset because, you know, $27-billion (US) in annual planetary revenue just ain’t enough to satisfy stakeholders and Wall Street analysts. In terms of market expectations that figure equates to some two billion $1 hamburgers less served; fortunately Mickey D’s was able to eke out a slim profit in excess of $5-billion. The latest solution to the burger chain’s current stock ticker malaise, direct from Hamburger University in Oak Brook, IL, seared onto high-quality meat patties, is to jettison 3000 company-run stores and reposition the existing facilities as franchise opportunities. The Hamburglar has been sprung from the old mascots’ home. Like a good ally McDonald’s Canada has joined the effort, they will begin adding kale to their salads. Yum.
Since its founding in1940 McDonald’s has purveyed reasonably good food at a reasonable price. Its destination sandwich, the Big Mac, tastes good. Those salty, skinny fries are delicious. The Egg McMuffin, a fistful of breakfast, was inspired genius. Even the fountain Coke at McDonald’s seems to taste better there than elsewhere. The company’s charitable initiatives and various sponsorships are admirable endeavors. Mickey D’s has exhibited uncommon corporate courage in this age of social media and the increased, often absurd, interaction between consumers and their brands by addressing urban myths about its food preparation practices straight on.
McDonald’s pioneered the quick service restaurant industry. The cost of this innovation and its imitating ilk hit close to home, our intimate neighbourhood lunch counters paid the price in full. The phantom requisite of expansion led to the disheartening sight of the golden arches overseas. The tired and hungry tourist didn’t experience the comfort of familiarity so much as a feeling of ‘Oh no, not you again.’ In creating an entirely new category of food service, McDonald’s effectively birthed its competition. At first the model was copied, soon it was improved upon and that’s when things began to get confused at head office.