Foodmaker (Jack-in-the-Box Restaurants) Message Board

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Non-Tech : Foodmaker (Jack-in-the-Box Restaurants)

FM 27.19

0.0%

Jan 8 4:00 PM EST

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To: JERRY GACH who wrote (55)	4/27/1997 6:44:00 PM
From: Arnie Doolittle	of 338

It's been obvious for some time that MCD doesn't have a strategy - unless you call helter skelter a strategy. First they try this, then they try that. The truth is that MCD has saturated their domestic market and pushed the envelope too far by adding predator locations last year. Naturally franchisees screamed. Who wouldn't? Then they tried a failed strategy of adult sandwiches with 2, count 'em, two flaws: 1) Ronald McD was promoted as a big person. That's not a bad idea but the way they did it was so minor league that it was doomed to fail. Remember? Ron Sr. was treated as a major sports celebrity ala golf ads, always a distant character just beyond reach of us ordinary folks but, of course, worthy of our adulation. That may work in England but we don't have kings here in the U.S. FM with Jack, Carls with goop on your clothes, and Wendy's with Dave - these savy competitors all understand that the spokesman must connect with the customer. MCD thinks snob appeal is the answer. Checkmate MCD's competition. 2) MCD foisted punchless sandwiches called Arch Deluxe on hapless adults. I call them Arch McFlop. How, pray tell, does a mega company like MCD market test a product and come out with something as limp as Arch Deluxe? The name is good but the product doesn't compare with competitive offerings. And now MCD foists the 55 cent burger fiction and expects adults to sop it up. What a laugh! You can only rely on the P. T. Barnum strategy so many times before folks catch on to you. With competition like MCD, FM doesn't have a thing to worry about. As long as FM sticks to their knitting they'll be just fine. Arnie P.S. Here's the 2 word solution to MCD's problems: CHANGE MANAGEMENT.

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