McDonald’s acaba de anunciar una gran noticia y debe estas tres cosas

d

Esta es una historia sobre las tres cosas que McDonald’s hizo recientemente para lograr un gran crecimiento en las ventas durante el mes pasado en medio de una pandemia y una recesión económica.

¿Las tres cosas? Se trata de promociones, predicciones y procesos: nuestra propia versión nueva de las 3 P, por así decirlo (a diferencia de los procesos y productos de las personas). Y cuando lea y aprenda lo que ha hecho McDonald’s, puede encontrar una inspiración brillante para su negocio.

Primero la gran historia. McDonald’s dijo esta semana que las ventas en Estados Unidos se han recuperado desde que comenzó la pandemia, un 4,6 por ciento más en los últimos tres meses con respecto al período comparable en 2019.

Eso es después de una caída del 8,7 por ciento en abril, mayo y junio.

«Nuestras fortalezas únicas», dijo el CEO Chris Kempczinski en un comunicado de prensa.

Sé que esto suena a lenguaje corporativo y, para ser justos, no vamos a saber con certeza si las ganancias de otro mes coinciden con el crecimiento de las ventas en ese momento.

Pero creo que también es fácil desglosarlo todo y encontrar un par de conclusiones sólidas.

Hablemos de esto primero Comportamiento. En septiembre, el tercer mes del período de tres meses, McDonald’s se asoció con el rapero y productor Travis Scott en un negocio de alimentos.

Según los informes, esta fue la primera promoción de celebridades de McDonald’s desde principios de la década de 1990, cuando se asoció con Michael Jordan. Llegó a los grandes titulares y, según se informa, fue tan popular que estiró la cadena de suministro de McDonald’s y algunos restaurantes literalmente se estaban quedando sin hamburguesas.

Segundo: Predicciones. Porque si bien estoy bastante seguro de que ni una sola persona que lea esto hubiera puesto «pandemia global» en su lista de pronósticos hace un año, McDonald’s ha predicho otras tendencias e invertido en tecnología para aprovecharlas.

Por ejemplo, se ha invertido dinero en un intento de «reinventar el camino de entrada» y utilizar inteligencia predictiva para personalizar los menús digitales según la hora del día, las condiciones climáticas e incluso el número de clientes.

Todavía es un trabajo en progreso, pero incluso si McDonald’s no hubiera podido predecir la razón inmediata de un aumento en el negocio de comida para llevar y autoservicio, ha alcanzado la tendencia correcta.

Finalmente ahí proceso. Este podría resultar el aspecto más importante para otras empresas.

En resumen, McDonald’s no solo guió a las personas a través del camino de manera más eficiente (según McDonald’s, los tiempos de espera promedio han disminuido), sino que también agilizó algunos otros procesos importantes.

Algunos de ellos estaban fuera de sus manos o incluso serendepíticos. Por ejemplo, el enfoque en el servicio de autoservicio y la comida para llevar se debió en parte a que la cadena y sus franquiciados no tuvieron más remedio que suspender el servicio de comidas en muchas ubicaciones.

Pero McDonald’s también ha modificado su menú, para deshacerse del desayuno de todo el día, por ejemplo, que la cadena lanzó con gran fanfarria hace unos años, solo para suspenderlo en mayo.

Incluso antes de la pandemia, se informó que el desayuno de todo el día no era un gran ganador para McDonald’s, ya que los clientes habituales del desayuno simplemente llegaban más tarde y compraban artículos de desayuno menos rentables, e incluso obligaban a las personas que compraban comestibles a esperar.

De todos modos, son historias como esta las que me llevan a aconsejar a los propietarios de pequeñas empresas que sean conscientes de las decisiones estratégicas que toman los competidores mucho más grandes.

Quizás no puedas duplicar una promoción de McDonald’s con una celebridad como Travis Scott. Pero, ¿hay algo más que pueda hacer para obtener los titulares? Ahora podría ser el momento.

Quizás ya dedicas mucho tiempo a predecir el futuro. Si no es así, ¿la experiencia de McDonald’s le convence de que debería hacerlo?

Y lo que creo que es la conclusión más directa, ¿utilizó la pandemia como una oportunidad para reflexionar sobre los procesos que está utilizando en su empresa?

Es posible que esté pensando en racionalizar tanto las decisiones que los clientes tienen que tomar (a las personas les encantan las decisiones, pero a veces las odian) como la eficiencia con la que les puede servir.

Quizás no tengas que hacer nada de esto. O tal vez pueda mirar su historial durante los últimos tres meses y preguntarse cuánto más altas son sus ventas que hace un año.

Pero si no puede, tal vez debería visitar McDonald’s.

Las opiniones expresadas por los columnistas de Inc.com aquí son las suyas, no las de Inc.com.

n

"Our unique strengths," CEO Chris Kempczinski said as part of a press release, "including our unrivaled drive-thru presence around the world, advanced delivery and digital capabilities, and marketing scale have become even more important during the pandemic."

n

I know that sounds like corporatespeak, and in fairness, we won't know for sure if profits match its revenue growth for that time for another month.  

n

But, I think it's also easy to break this all down and find some strong takeaways. 

n

First, let's talk about promotions. In September, the third month of the three month period, McDonald's teamed up with rapper and producer Travis Scott on a meal deal. 

n

This was reportedly McDonald's first celebrity meal promotion since the early 1990s, when it teamed up with Michael Jordan. It generated huge headlines and reportedly was so popular that it stretched McDonald's supply chain, with some restaurants literally running out of hamburgers.

n

Second: predictions. Because while I am quite certain that not a single person reading this would have put "global pandemic" on their prediction list a year ago, McDonald's was predicting some other trends, and investing in technology to take advantage of them.

n

For example, it poured money into trying to "reinvent the drive-through," and using predictive intelligence to customize digital menus based on time of day, weather conditions, and even customers' license plates.

n

It's still a work in progress, but even if McDonald's couldn't have predicted the immediate reason for an increase in takeout and drive through business, it got the trend right.

n

Finally, there's process. This might work out to the most important takeaway for other businesses.

n

In short, besides funnelling people through the drive through more efficiently (McDonald's said average wait times are down), McDonald's also streamlined several other key processes.

n

Some of these were out of their hands, or even serendepitous. For example, the focus on drive-through and takeout came in part because the chain and its franchisees had no choice but to suspend dine-in service in many locations. 

n

But also, McDonald's streamlined its menu--for example, getting rid of all-day breakfast -- something the chain launched several years ago to great fanfare, only to suspend it in May. 

n

Even before the pandemic, reports were that all-day breakfast wasn't a big winner for McDonald's, because regular breakfast customers were simply coming in later and buying less-profitable breakfast items--and even forcing people buying food to wait.

n

Anyway, it's stories like these that lead me to advise owners of smaller businesses to pay attention to the strategic choices that much bigger competitors make.

n

Perhaps you can't duplicate a McDonald's promotion with a celebrity like Travis Scott. But is there something else you could to do generate headlines? Now might be the time.

n

Perhaps you're already spending a lot of time trying to predict the future. If you're not, does McDonald's experience convince you that you should?

n

And as for what I think is probably the most direct takeaway, have you used the pandemic as an opportunity to think hard about the processes you use in your business?

n

Maybe thinking about streamlining both the decisions that customers have to make (people love choices, but they sometimes hate decisions), and the efficiency with which you can serve them.

n

Maybe you don't need to do any of this. Maybe you can also look at your track record over teh last three months, and marvel at how your revenue is much higher than a year ago.

n

But if you can't, maybe you should take a look at McDonald's.

","inc_code_only_text":null,"inc_pubdate":"2020-10-11 00:00:00","inc_promo_date":"2020-10-11 00:00:00","inc_custom_pubdate":null,"inc_feature_image_override":"","inc_feature_image_background_color_override":null,"inc_show_feature_imageflag":true,"inc_feature_image_style":"pano","inc_image_caption_override":null,"inc_autid":0,"inc_typid":1,"inc_staid":7,"inc_serid":0,"inc_prtid":0,"inc_activeflag":true,"inc_copyeditedflag":false,"inc_flag_for_reviewflag":false,"inc_lock_articleflag":false,"inc_react_displayflag":true,"inc_filelocation":"bill-murphy-jr/mcdonalds-just-announced-some-great-news-it-has-these-3-ps-to-thank.html","inc_override_url":null,"inc_hide_article_sidebarflag":false,"inc_custom_sidebar":null,"inc_show_read_moreflag":true,"inc_display_video_at_bottomflag":false,"inc_autoplay_videoflag":true,"inc_full_width_read_moreflag":false,"inc_custom_footer":null,"inc_custom_teaser":null,"inc_hide_video_prerollflag":false,"inc_custom_css":null,"inc_custom_javascript":null,"inc_canonical_url":null,"inc_meta_keywords":"mcdonalds, mcd, travis scott mcdonalds, travis scott, Chris Kempczinski, 3 ps, all day breakfast, mcdonalds menu, mcdonalds drive through","inc_column_name_override":null,"inc_newsworthyflag":true,"inc_notepad":null,"inc_track_changesflag":false,"inc_cta_text":null,"inc_cta_url":null,"time_updated":"2020-10-11 00:00:05","channels":[{"id":4,"cnl_name":"Lead","cnl_filelocation":"lead","cnl_featuretype":"None","cnl_custom_color":"009CD8","cnl_calculated_color":"F7CE00","cnl_contributor_accessflag":true,"cnl_custom_article_footer":"Join Mark Cuban, Daymond John, Michael Strahan, Rebecca Minkoff and more of the biggest names in business at the Inc. 5000 Vision Conference on October 19-23. Claim your free pass now.","cnl_global_nav_background_color":null,"cnl_global_nav_background_gradient_start":null,"cnl_global_nav_background_gradient_end":null,"cnl_iflid":0,"sortorder":null},{"id":40,"cnl_name":"Strategy","cnl_filelocation":"strategy","cnl_featuretype":"None","cnl_custom_color":null,"cnl_calculated_color":"F6861F","cnl_contributor_accessflag":true,"cnl_custom_article_footer":null,"cnl_global_nav_background_color":null,"cnl_global_nav_background_gradient_start":null,"cnl_global_nav_background_gradient_end":null,"cnl_iflid":0,"sortorder":1},{"id":374,"cnl_name":"Wire","cnl_filelocation":"wire","cnl_featuretype":null,"cnl_custom_color":null,"cnl_calculated_color":null,"cnl_contributor_accessflag":false,"cnl_custom_article_footer":null,"cnl_global_nav_background_color":null,"cnl_global_nav_background_gradient_start":null,"cnl_global_nav_background_gradient_end":null,"cnl_iflid":0,"sortorder":2},{"id":471,"cnl_name":"Icons & Innovators","cnl_filelocation":"icons-of-entrepreneurship","cnl_featuretype":"None","cnl_custom_color":null,"cnl_calculated_color":null,"cnl_contributor_accessflag":true,"cnl_custom_article_footer":null,"cnl_global_nav_background_color":null,"cnl_global_nav_background_gradient_start":null,"cnl_global_nav_background_gradient_end":null,"cnl_iflid":0,"sortorder":3}],"categories":[],"primarychannelarray":null,"authors":[{"id":3275,"aut_name":"Bill Murphy Jr.","aut_usrid":428030,"aut_base_filelocation":"bill-murphy-jr","aut_imgid":51492,"aut_twitter_id":"BillMurphyJr","aut_title":"www.billmurphyjr.com","aut_blurb":"Bill Murphy Jr. is the founder of Understandably.com and a contributing editor at Inc.com. Contact and bio at www.billmurphyjr.com.","aut_footer_blurb":"Bill Murphy Jr. is a contributing editor at Inc.com. Contact and bio at www.billmurphyjr.com.","aut_column_name":"Action Required","aut_atyid":2,"aut_newsletter_location":"http://www.billmurphyjr.com/","authorimage":"https://www.incimages.com/uploaded_files/image/100x100/Bill-Murphy_51492.png","sortorder":null,"typeName":"Columnist"}],"images":[{"id":445577,"sortorder":null}],"inlineimages":[],"photoEssaySlides":null,"readMoreArticles":null,"slideshows":[],"videos":[],"bzwidgets":null,"relatedarticles":null,"comparisongrids":[],"products":[],"keys":["Lead","Strategy","Wire","Icons & Innovators","Bill Murphy Jr.","Columnist"],"meta_description":"In the middle of a pandemic, it reported good news. Here's why.","brandview":null,"internationalversion":[],"imagemodels":[{"id":445577,"img_foreignkey":null,"img_gettyflag":true,"img_reusableflag":false,"img_rightsflag":false,"img_usrid":0,"img_pan_crop":null,"img_tags":null,"img_reference_name":"GettyImages-84709618","img_caption":null,"img_custom_credit":"Getty Images","img_bucketref":null,"img_panoramicref":"GettyImages-84709618.jpg","img_super_panoramicref":null,"img_tile_override_imageref":null,"img_skyscraperref":null,"img_gallery_imageref":null,"credit":"Getty Images","sizes":{"panoramic":{"original":"uploaded_files/image/GettyImages-84709618.jpg","1920x1080":"uploaded_files/image/1920x1080/GettyImages-84709618_445577.jpg","1024x576":"uploaded_files/image/1024x576/GettyImages-84709618_445577.jpg","1230x1672":"uploaded_files/image/1230x1672/GettyImages-84709618_445577.jpg","1940x900":"uploaded_files/image/1940x900/GettyImages-84709618_445577.jpg","1270x734":"uploaded_files/image/1270x734/GettyImages-84709618_445577.jpg","0x734":"uploaded_files/image/0x734/GettyImages-84709618_445577.jpg","1150x540":"uploaded_files/image/1150x540/GettyImages-84709618_445577.jpg","970x450":"uploaded_files/image/970x450/GettyImages-84709618_445577.jpg","600x600":"uploaded_files/image/600x600/GettyImages-84709618_445577.jpg","640x290":"uploaded_files/image/640x290/GettyImages-84709618_445577.jpg","635x367":"uploaded_files/image/635x367/GettyImages-84709618_445577.jpg","0x367":"uploaded_files/image/0x367/GettyImages-84709618_445577.jpg","575x270":"uploaded_files/image/575x270/GettyImages-84709618_445577.jpg","385x240":"uploaded_files/image/385x240/GettyImages-84709618_445577.jpg","336x336":"uploaded_files/image/336x336/GettyImages-84709618_445577.jpg","300x520":"uploaded_files/image/300x520/GettyImages-84709618_445577.jpg","300x200":"uploaded_files/image/300x200/GettyImages-84709618_445577.jpg","284x160":"uploaded_files/image/284x160/GettyImages-84709618_445577.jpg","155x90":"uploaded_files/image/155x90/GettyImages-84709618_445577.jpg","100x100":"uploaded_files/image/100x100/GettyImages-84709618_445577.jpg","50x50":"uploaded_files/image/50x50/GettyImages-84709618_445577.jpg"}}}],"formatted_text":"","adinfo":{"c_type":"article","showlogo":true,"cms":"inc261921","video":"no","aut":["bill-murphy-jr"],"channelArray":{"topid":"4","topfilelocation":"lead","primary":["lead","grow","lead","lead"],"primaryFilelocation":["lead","grow","lead","lead"],"primaryname":["Lead","Grow","Lead","Lead"],"sub":["strategy","icons","wire"],"subFilelocation":["strategy","icons-of-entrepreneurship","wire"],"subname":["Strategy","Icons & Innovators","Wire"]},"adzone":"/4160/mv.inc/lead/lead/lead"},"seriesname":null,"editorname":null,"commentcount":null,"inc5000companies":[],"inc5000list":{"id":null,"ifl_list":null,"ifl_year":null,"ifl_custom_data_description":null,"ifl_filelocation":null,"ifl_sharetext":null,"ifl_data_endpoint":null,"ifl_columns":null,"ifl_column_custom_names":null,"ifl_filters_per_row":null,"ifl_rows_per_page":null,"ifl_filter_columns":null,"ifl_filter_sorts":null,"ifl_permanently_hidden_columns":null,"ifl_extra_large_hidden_columns":null,"ifl_large_hidden_columns":null,"ifl_medium_hidden_columns":null,"ifl_small_hidden_columns":null,"ifl_extra_small_hidden_columns":null,"ifl_currency":null,"ifl_enable_accent_rule_topflag":false,"ifl_enable_accent_rule_bottomflag":false,"ifl_table_accent_rule_color":null,"ifl_table_header_background_color":null,"ifl_table_rank_color":null,"ifl_table_header_text_color":null,"ifl_table_row_stripe_color":null,"ifl_enable_filterflag":false,"ifl_filter_background_color":null,"ifl_filter_dropdown_border_color":null,"ifl_filter_dropdown_text_color":null,"ifl_enable_pagination_topflag":false,"ifl_enable_pagination_bottomflag":false,"ifl_pagination_bar_color":null,"ifl_filter_reset_button_color":null,"ifl_filter_reset_button_border_color":null,"ifl_methodology":null,"ifl_pubdate":null,"ifl_default_sort":null,"companylist":null,"companylist_year":null},"companies":[],"buyerzonewidgets":[],"photoEssaySlideModels":null,"custom_article_footer":"Join Mark Cuban, Daymond John, Michael Strahan, Rebecca Minkoff and more of the biggest names in business at the Inc. 5000 Vision Conference on October 19-23. Claim your free pass now.","ser_footer_blurb":null,"dayssincepubdate":null,"trackingpixel":"<!-- Author Facebook Pixel Code --><script>!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0;t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,document,'script','https://connect.facebook.net/en_US/fbevents.js');fbq('init', '465833680293850');fbq('track', "PageView");</script><!-- End Facebook Pixel Code --><script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','https://www.google-analytics.com/analytics.js','ga'); ga('create', 'UA-18200193-1', 'auto'); ga('send', 'pageview');</script>","promotions":null,"inline_script_tags":[]}}],"isFetching":false,"isFetched":true,"error":null},"events":{"events":[],"isFetching":false,"isFetched":false,"error":null},"magazine":{"magazine":{},"isFetching":false,"isFetched":false,"error":null},"editPackage":{"editPackage":{},"isFetching":false,"isFetched":false,"error":null},"quoteCollection":{"quoteCollection":{},"isFetching":false,"isFetched":false,"error":null}};

¡Haz clic para puntuar esta entrada!
(Votos: 0 Promedio: 0)

Deja un comentario