The two blogs created by Alice Zong about two big and well-known companies: McDonald and Starbucks are based on their recent operational strategy changes. McDonald has developed its self-ordering system where customers are able choose and order over 30 options by using the self-ordering machine instead of getting ordered person by person. Where Starbucks developed its new mobile app, which allow customers to order and pay ahead of time. These changes for the two companies look similar in technology aspect but different in satisficing two types of customers group.
McDonald has its customer group with younger age. Its original person-to-person order method can no longer satisfices younger age customers. Especially nowadays, more and more restaurants provide new order method like ordering food with Ipad. Younger age customers get excited about using technology in their daily lives. McDonald’s new self-ordering system provides faster service and can also satisfy the customer’s technology enthusiasm.
Source: http://www.vancitybuzz.com/2015/10/mcdonalds-touch-screen-ordering-vancouver/
Starbucks has its customers group with mostly business people. Starbucks’s new mobile app provides faster and more efficient service to those people who are in rush. It avoids long line up time and waiting period for their customers. It is a good change to stay competitive in today’s environment because customers treat their time more valuable.
Source: http://www.starbucks.ca/coffeehouse/mobile-apps
Operational strategy change is become very important for today’s business. People’s taste is different from the past especially with the rapid development of technology. A good operational strategy change can help a company to stay competitive in today’s society and to attract different customer groups.
