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'Super Size Me' Generation Takes Over at McDonald's
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Younger next generation franchisees now account for 30% of total McDonald's franchisees, reaching 37% in five years, according to McDonald's. This brings new ideas from the younger franchisees. Some of the ideas compete with older notions of fathers, other ideas have to win the approval of McDonald's management. Management at McDonald's implements ideas that it sees as acceptable for all 14,000 restaurants. Local changes such as including book activities for children and sponsoring community events were tried at one franchise in Tolleson, Arizona, and then adopted by 220 restaurants in Arizona. A similiar situation happened at Subway where local franchisees in California tried new ideas in pricing. Ideas implemented throughout the franchises which originated from young next generation franchisees were the use of credit cards which has increased sales, ordering system which uses pictures which reduces wait times, free Wi-Fi, and Angus burgers.
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McDonald's takes the ideas of baristas from Starbucks and gets ideas for picture based ordering, credit card payment and community event participation from younger franchisees. Along the way it is trying to change perception of the chain as not being healthy eating. A lot remains to be done to move away from the super size obsesson.
Linked Articles
McDonald's Takes On A Weakened Starbucks
Wall Street Journal 01/07/2008
'Super Size Me' Generation Takes Over at McDonald's
Wall Street Journal 03/08/2012
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