The Revitalisation of McDonald’s Australia VP Strategic Franchising Joanne Taylor.
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The Revitalisation of McDonald’s Australia
VP Strategic FranchisingJoanne Taylor
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1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 J an- 03
Sales TC
McDonald’s Performance History
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Key Customer Insights
• “I grew up - McDonald’s didn’t”
• “The food, environment, service
is plastic and processed”
• “Maccas is for everyone else!”
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Key Issues- Internal
• No business plan or planning culture• Lots of activity without purpose or direction• Growth through new restaurants• Functional silos & politics• Constrained by Operations culture/focus• Vision limited by tenure• Franchisees and Company not aligned• Little expectation of future success
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Key Issues- External
• Unresponsive to customer needs
• Become a follower not a leader
• Increased direct /indirect competition
• Reduction in QSC
• Perceived and real food quality issues
• Perceived and real health/nutrition issues
• Obesity whipping boy
• Silence on issues equalled guilt
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In November 2002 we set out on a mission to address key issues
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“…doing the same things does not produce different results…”
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180 Business Approach
OLDHomogenous Model
Attract people to McDonald’s
NEWHeterogeneous Model
Make McDonald’s
attractive to people
Look Inwards
BRAND VALUES
Look Outwards
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‘Blueprint’ Objectives
• Fix the food
• Get relevant
• Become Australia’s favourite brand
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‘Blueprint’ Imperatives
• Customer first
• System wide approach
• Focus- ‘Less is more’
• Zero tolerance
• Stay the course
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Critical Actions- External
• Transparency- consumer & media
• One on one’s with opinion leaders
• Food: myth busting; quality stories; new options
• Advertising: new messages and tone of voice
• Website: interactive menu
• Change the restaurants: design & merchandising
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TFA Free Oil
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Espresso Coffee
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Never Stop Playing TVC
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Yagoona 1971Welcome to McDonald’s
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Gosford West – NSW
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Collingwood
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Northland - VIC
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Edgeworth – NSW
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Lakehaven – NSW
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Young - NSW
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Happy Meal Choices
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Heart Tick
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Made for You
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100% White Meat
PremiumChicken
McChickenChickenDippers
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Angus Beef
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QSC – The Core of McDonald’s
• New measurement technologies Improved physical layouts & service platformsStreamlined communication & simplified processesChanges to consulting practices
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…and the results?
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Who would have thought?
Maccas would become Australia’s largest retailer of ready to eat salads
Salads Plus = a $130 million brand
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Who would have thought ?Maccas would be a main exhibit at the
Dieticians of Australia Convention
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Who would have thought ?
A Macca’s CEO would be a key note speaker at a Kids Nutrition Seminar and on the Board of The Diabetes
Association of NSW?
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moremoreofof
thisthis
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Customer Insights
• “McDonald’s is definitely changing for the better…”
• “I used to associate McDonald’s with greasy burgers…now it’s a very different place…”
• “I feel a lot better about going to McDonald’s…since they changed the menu and started telling the truth…”
*Benchmark Research
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Progress … not success
“ …Its clear to preferrers and non-preferrers alike that McDonald’s is changing; however it is regarded as evolutionary not revolutionary…
…they see McDonald’s as catching up with the dramatic shifts in informal eating behaviours of the past decade…”
*Benchmark Research
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Sales & GC Comps
8.7
5.9
3.5
8.7
13.78
10.63
5.0
0.71.9
4.4
7.5
5.14.2
2.12.7
-2.6-0.9
0.6
-2.9
-6.8
-4.2
-10
-5
0
5
10
15
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Sales GC's
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Results
• 6th year of positive Comp Sales and GCs
• Average restaurant sales up over 47%
• Company & Licensee profits @ record levels
• Average restaurant value up
• Market share increasing
• Customer attitudes changing for the better
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• Focus on sustainability
• Become a leader in CSR
• Continue to work with nutrition groups
• Ongoing support for community initiatives
• Help bridge the gap between education and industry
• Continuous improvements in QSC
• Bringing it all together
Moving Forward
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Bringing it all together …
Long Term Growt
h
Focus on CustomersImprove QSC
Licensees as best practice
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• Rewards, recognition and consequences
• Grow best practice Licensees
• Licensee development programs
• Recruitment and selection of the best new Licensees
• Licensee engagement
Licensees Leading the Charge
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