McDonald’s customers ‘not valued’ as CMO admits short-term campaigns are ‘just noise’
McDonald’s chief marketer Mark Lollback has admitted the company has failed to make even its most loyal customers feel wanted and revealed it is turning to technology in a “massive way” to address the issue.
He flagged the launch of the MyMaccas app – revealed by Mumbrella last week – as among key developments that will make consumers feel “part of the business”.
He also divulged how McDonald’s will move away from tactical marketing to an approach that has more longer-term benefits. Competition, meanwhile, has never been tougher Lollback said and acknowledged that McDonald’s is being “nibbled away at the edges”.
awesome commentary
I wanna meet that guy
so relevant
so true
so honest
I dig the honesty. I also dig not making customers jump through hoops for their goodies.
I think fast food will always have a problem with customers feeling like they are wanted for 2 reason that are difficult to change. 1. They are staffed by teenagers who unsuprisingly don’t see it as a career and leave after a short while. 2. The interaction with customers is fast (which is a good thing).
Neither of those things is easy to change so using apps is probably as good as can be done short term.
well said Mark and nice to see Macca’s finally moving to a smarter marketing model investing in long term platforms. pretty clear call out to the fact that the previous marketing management had totally gotten it wrong and were fixated on short term gains. Even a few effies won by DDB for chicken launches can’t hide the fact it was all short term spikes
Oh, a bunch of digital and data buzzwords that fills 18minutes.
Mark should look at what happened to Tesco.
Good luck Maccas they are not just fighting Hungry Jacks and KFC, they are also fighting with themselves against their own strategy.
Perhaps they should amalgamate their media buying to one agency, rather than splitting out QLD/NT. The total marketing direction, media strategy and implementation is different and illogical. There is no consistency across the brand. How can one brand be pulling so far in 2 opposite directions? Makes no sense. They wonder why they are losing market share.
Why doesn’t someone explain to this genius that they might try putting something on their menu that resembles food? McDonald’s moribund disregard for nutrition is the single reason they are in a crisis worldwide.
@just saying – let me guess you work for OMD right?