Progressive not McDesperate

Your McDonald’s Cover Story (MW April 8) is a perfect example of a marketing-focused company with a clear vision of how to maximise profits in the next century (I haven’t used the word millennium as even McDonald’s might have a problem looking that far ahead).

For Luke Johnson of the Belgo group to say it smacks of desperation is a sad reflection on how too many companies wait for the “relish to hit the bun” before they look at strategies for the near future.

McDonald’s excellence is in recognising that it is selling a holistic experience, not just a burger. It realises the importance of integrating the brand, behaviour of people, design of the environment, the use of technology and the burgers and buns to create a service experience – one that has been designed to create a differential advantage, and not just left to chance.

Too many companies allow their services to develop in an ad-hoc manner or, worse still, think they are selling products when they are really selling a service.

It is exactly because McDonald’s has made a commitment to focusing on service that its development of the Aroma coffee chain will undoubtedly be a success.

Don’t expect dunkin-burgers but do expect the attention to detail in designing the total “coffee experience” that is McDonald’s core competence.

Christopher Casburn

Head of practice, service design

Blakes Marketing Practice

London N20

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