QSR

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A lot of money is going to change hands very soon in the ad industry because of McDonalds rearview mirror planning. Lately, they’ been doing some sideview mirror planning and one could say, with the introduction of salads a few years ago, they were looking beyond the dashboard to the future, but mostly they have looked backwards. Laurels canyon.

Just as Coca-Cola knew a time would come when high-fructose corn syrupy drinks would be seen as unhealthy and share would decline, McDonalds knew a better-for-you-food offering was in the offing. So they introduced salads, made the deep fat fryer less toxic, extended revenue with coffee (an off-piste fix), and reduced the salt on the fries. The freight train was still coming though. All the Millennials you see running around the lake or the park? They are drinking cold pressed juices and Instragram-ing the pics. They’re wi-fing pics of their Mediterranean Veggie sandwiches at Panera. The new generation of fast food buyers is trying to eat better as are their parents.

So while McDonalds was not trying to create a healthier, tastier new burger (veggie?, soy?, buffalo?) or the next branded healthy fast food, other QSRs have taken .2% of same store sales.

The new CMO has done some smart things, no doubt: flattened the organization, faster service, brought in some new ad muscle, but it’s product innovation that is lacking. They will fix it. It is just too bad it took a smack in the nose to wake up. You gots to look beyond the dashboard. Peace.

 

 

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