There are issues which present themselves all the time in all business types and sizes. It does not make one bit of difference if you are a large publicly traded company, a medium sized company, a small retailer or a solo-preneur in a service based business.
Here are a few examples of issues that arise:
- Complacency and doing either the same thing over and over again and expecting different results
- Taking your customers and clients for granted
- Trying to do too much and then not providing excellence in any one single thing
What is the action taken when these issues arise makes the difference, like what happened between Best Buy and Radio Shack. Another example is McDonald’s.
McDonald’s, The Golden Arches, an Internationally recognized brand in the fast food category. When McDonald’s opened a store on the Champes Elyses in Paris, France you would have thought the French felt Americans were going to poison their entire country’s food chain! In the last few years McDonald’s reported this one store to be one of the top stores in their International System!
McDonald’s used to be known for good burgers, served fast and top customer service. (Let’s not get caught up in our view of the fast food industry.)
Here is what is happening today.
McDonald’s has a bloated menu. Some items off of the long and confusing menu take up to seven minutes to deliver to the counter. This is a death sentence in the fast food industry. Jim Cramer on CNBC stated he thinks the menu at McDonald’s now is so complex he is fairly certain you need to be a Rhodes Scholar to work the register. Compare that to Chipotle Mexican Grill where food ordered is typically on the counter in under 90 seconds.
McDonald’s has lost their way. They have moved off track from their roots.
Is there any similarity in this example to a business you know?
What does McDonald’s need to do?
Culture – Food Sourcing – Service
McDonald’s must focus on only three things. Be excellent at these three things every day.
Culture – cut through the bloated layers of management and slice out any layers and silos which are protecting their turf and not producing positively to these three areas. Visit every single location with this message – the food must taste great, be delivered quickly to the counter and with a smile. Create a McDonald’s culture within the company and stores where Culture – Food Sourcing – Service are top of mind and behavior.
Food Sourcing – no one wants to eat a cardboard burger slathered with special sauce on a cotton ball bun. Really look at where the food is being sourced from and the make up of every single menu item. Where is it possible to source food locally? Taste test in the market place extensively. Cut the menu down drastically. This should not take years to do.
Service – dancing with random customers is not the type of service fast food customers want, need or expect at a fast food location. This is not an Arthur Murray Dance Studio. Go back to basics. Welcome each person with a smile. Mom or Dad might be paying right now. Don’t ignore Junior as he may be one of your best customers in the future. Smile as you take the order and repeat everything for confirmation. When the food is delivered ask if they want or need anything else for the third time. Smile and say “Enjoy your meal!”
A huge business like McDonald’s reels back in to focus using three specific actions. They do this and their brand and their business will turnaround.
Where in your business are there three specific actions to focus on and be excellent in?
Mitch Tublin is a business consultant, executive coach and professional speaker on leadership and communications based in Stamford, CT.
