McDonald’s is looking for the next best way to get people to spend more money in their stores. I do not believe the concepts they are trying to achieve are too aggressive; however their approach at changing all of their stores in such a short amount of time seems a bit risky. McDonalds may be attempting to appeal to a different audience with the TV’s, chairs, and atmosphere, but right now people are watching their pocketbooks. This may not be the most economical time to bring in more expensive items on the menu.
The two articles listed to not suggest that McDonalds built test facilities and had such a successful run that they decided to change all of their stores. Instead it appears that someone decided they wanted a change and that everyone including the franchise facilities must join in no matter the cost or outcome. Changing what you do to keep up with the times is acceptable; however if what you have done has brought you the type of success that McDonalds has had then why change anything.
I would compare this change to the attempt Pizza Hut made when they decided to open a few classier restaurants. I am not aware of any of them being around anymore. Pizza Hut has also changed the look of their roof and the inside of the restaurant. My father who retired from Pizza Hut has told me that none of those changes kept people coming back. The biggest jump in sales came when Pizza Hut lowered their prices to compete with the other pizza places of lower quality.
I along with many others decide on the places we eat because of how much we like the food they serve. Quality food at a good price will bring people back time and time again. I enjoy McDonalds because of the speed of service and the memories I have of going there when I was a kid. McDonalds needs to be careful not to change the things that have given them their success.
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