Chipotle Mexican Grill and Five Guys have something in common: they both provide a customized value proposition to the customer. This characteristic is bringing significant competition to McDonald’s way of doing business, especially in the US, where the two restaurants obtained most of their
success.
On this perspective,
McDonald’s Canada has promised to introduce a new way of ordering food in its Canadian restaurants by 2017. The ordering process will be very similar to the one employed in some fast food chains, where the buyer decides the main ingredients of his dish at a self-service kiosk. The company is also seeking to improve customer service with table delivery and kiosk support staff.
The way McDonald’s is rethinking about its policy tights up to one of the major current trends to deliver extremely customized goods. On this respect, Ryan Kamimura’s blog post on Tesla Motors’ direct business model clearly conveys how a tailored customer offer can lead to success, especially when it sparks durable customer loyalty. McDonald’s does not have a direct selling policy, however, thanks to a customizable offer, it might get closer and closer to customers’ needs.
The new program will cost 200.000 for each of the 1400 stores in Canada. Who knows, it might be worth it.
Credits
Henderson, Peter. “McDonald’s Canada Promises Burger with Choice by 2017.” CBCnews. CBC/Radio Canada, 30 Sept. 2015. Web. 01 Oct. 2015.
Kopun, Francine. “McDonald’s Canada Introduces Self-serve Ordering.”Thestar.com. N.p., 30 Sept. 2015. Web. 01 Oct. 2015.
Kamimura, Ryan. “Why Teslas Aren’t Only Attractive in Science.” Ryan Kamimuras Blog. N.p., 24 Sept. 2015. Web. 01 Oct. 2015.
IStockPhoto. McDonald’s. Digital image. Pubblic Radio International. N.p., 18 Sept. 2013. Web. 1 Oct. 2015.