Do you remember when you could drive up to your nearest McDonald’s franchise, order your food, and get in and out in less than 5 minutes? I do; it was last century…
Something that used to be really important at McDonald’s all of a sudden isn’t; convenience.
A Warning
If the suits at corporate headquarters don’t get it together, and soon, their customer base will start spending their money elsewhere. From what I’ve seen first-hand, elsewhere is Burger King. I’ll explain…
From Fast Food To Slow Food
I consider the McDonald’s franchise system to be world-class. I’ve written plenty about this top franchise over the years, and I watch what they do like a hawk. They are the most important franchise in the industry. But, their corporate team isn’t paying attention, and that troubles me. And considering that they’ve experienced over 100 months of consecutive positive global same-store sales growth, maybe they don’t feel that they have to. Plus, there’s a major transition taking place internally, and the team could be focusing on their own futures.
That’s because a new CEO is jumping on board in July.
One of the first things he needs to do is become a secret shopper. He needs to travel around the US-by car, and pay a visit to at least a dozen McDonald’s franchises-preferably the newer ones. He needs to order his lunch or dinner from his car in those new, cutting-edge Double Drive-Thrus. Then, Don Thompson-the new CEO, will understand what I’m getting at.
The Double Drive-Thru Fails
It’s frustratingly slow, customers are confused as to who should proceed to the cashier’s window, and the employees aren’t being trained correctly. Other than that, I’m a very happy McDonald’s customer.
One Simple Fix
Just shrink it down. Look;
I snapped that picture at the new McDonald’s restaurant that just opened less than a mile from The Castle. What do you see?
I’ll tell you what I see; too many choices! No wonder cars and trucks are backed up 8 deep x 2, (Double Drive-Thru) at lunch and dinner. (Breakfast, too?) I’m no mathematician, but looking at that menu board, I’d guess that there are around 250 possible variations in the way that customers can order. That slows things up a bit, especially with poorly-trained staffs. Now, I’m not saying that every McDonald’s franchise that’s been equipped with the Double Drive-Thru is a disorganized mess. I can only go with what I know from the two that are open and operating in my local area. It’s really disappointing. Especially for someone who’s constantly extolling the virtues of the McDonald’s franchise model.
Another Fix
McDonald’s stock price could rise if corporate uses this suggestion;
Add two more drive-thru windows!
If franchisees are going to the trouble, (and the expense) to build Double Drive-Thrus, why not just go for it, and have them build another set of drive-thru windows? (One with a cashier, and one with order fulfillment.) The lines would certainly move a lot faster, revenue would go up, and the slimmed down menu board would give customers less choices. (Giving customers less choices isn’t necessarily bad.) You’re supposed to be a hamburger restaurant. Serve hamburgers! (And a few chicken selections, a salad or two, and some fancy profitable coffee.)
One More
Retool your training program. Your employees are (in general) not making you look good! I’m not sure what’s missing, but it sure seems like they don’t know what they’re doing. Slow service and mistake-prone orders are a deadly combination. Eventually, some customers will go elsewhere. Like Burger King.
They’re Fast
I buy fast food at least once a week. And, I’m not always going to McDonald’s. Sometimes, I’m just not into waiting. And waiting…
So, I go to Burger King, instead. I go there because I can get my hot food in 2 minutes. Two. Not only that, the employees there are pumped. They are all smiles, and have tons of energy. It’s like they live to provide super-fast service. There is a team feel to the operation.
Now, they do make mistakes, and I have had orders come out wrong, once in awhile. But, somehow I don’t mind as much there. Interesting.
Is it Enough?
I don’t think that Burger King will surpass McDonald’s, franchise unit-wise, anytime soon. And, I’m not sure if most Burger King franchises are managed the same way as the one that’s by The Castle. (Maybe you can let me know how you feel about the Burger King near you, service-wise.)
But, they’re onto something.
Now, if only the french fries at Burger King were as good as the ones at McDonald’s….
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We have 2 McDonald’s in our area, they both suck! The food is good and that is the ONLY plus! The wait times, both inside and in the drive thru at BOTH locations (which both have the double drive thru) are excrutiatingly slow. Nearly every single time they mess up my order and you are right, the employees seem miserable. Even when there is no wait it still takes forever to get your food. The last time I was inside one of our local MD’s they only had TWO people working in the kitchen on food and FOUR people taking orders! People were lined up everywhere. I don’t go to our Burger King very often (the fries are gross!) but you are right, they offer much faster service and do seem very into their jobs. Interestingly our Arby’s has service similar to MDs, slow!
I don’t like to use drive-thrus in general … too many wrong orders, too many times given cold fries, often impossible to get out of line if 2 cars in front of you are taking forever.
But McDonald’s recent focus on drive-thru traffic has turned lobby ordering into a nightmare. Half the time, there’s a crowd of would-be customers standing around unserved and even unacknowledged because every single employee behind the counter seems to be doing something for drive-thru. Lines have become untenable … just as for the drive-thru customers, lobby customers are no longer getting the one thing they value most: convenience.
I live in Ca, but have noticed this new “screw the lobby patron” attitude in every McDonald’s I’ve been in in Or and Wa in the past year or two as well. Maybe it’s just the west coast? Whatever. I too have found myself going elsewhere as McDonald’s fades from my mind as a place I can go to grab a quick bite.
Well, here is the two cents from someone who grew up in the business…… I am the son of a Franchiser since way back when. Pu it this way, I met Ray Kroc when I was a kid. Now, my father has done, and is still, doing well in the business. I was not raised as the son of a well-to-do restaurant owner. I was raised under the banner of “you get what you EARN in this life”. Nope, no car at 16 for me. Growing up, when we stopped at one of our stores, we had to pick up trash in the parking lot as work for our meal. Raised on the motto of “nothing in life is free” the current status of McDonald’s disgusts me. I live in a different state now than my family’s stores but, as a stock holder and someone raised in the business, I do frequent them. Everywhere I go McDonald’s are staffed by people who just don’t care. I would say my order is wrong 7/10 times. These people want $15/hr? Are you kidding me? Show me $15/hr worth of work. Yes, some work very hard and they should be rewarded, to an extent. Many owners these days fail to inspect what they expect. My father still secret shops his stores multiple time s per month. Here is a hint, it is not ment to be career. It is a passage in to adulthood. Yes, managers can do fairly well compared to other jobs out there. BUt seriously, do you have a college degree? Use your time and resources wisely. I paid for myslef to go to college. Yes, working at Mcdonald’s. I made $8.50 an hour (Started at $5.50, waaWhat!! Yep! And no it wasn’t 1980 it was 1997). I had two roommate and the three of us shared a run down 3/1 rental house for $500/month. I own two homes today. I work in IT. Stop wanting something for nothing.
Thanks for chiming in, McSon.
I appreciate it.
When I was a senior in high school, I worked a lot. Nothing was free.
I’d like to see the min wage raised though. it needs to be liveable.
It’s true that making burgers isn’t a career. Hopefully.
But, 8 bucks an hour doesn’t cut it.
JL
It all sounds good and all, just thought that I would throw out there that adding 2 more drive through windows would accomplish nothing, due to the simple fact it would take away lobby space, or even stock room , or walk in space, which is needed especially at corporate level mcdonalds, or else we wouldn’t be able to store the amount of food needed , to serve the mass amounts of customers. What most people don’t realize is its not only drive thru that needs food , lobby takes it as well, holding on food can increase the wait time , crispy chicken takes 7 min. , grilled is about 5 or 6 min. , nuggets/mcchicken 4 min. or so , it takes time to cook, we keep the uhc’s stocked according to business , to keep the quality fresh to meet customer standards , I wouldn’t want somebody serving me crusty food from 4 in the morning at 7 am when i woke up for breakfast.. or green round eggs, I mean come on everyone blames the employees but most employees at Mcdonalds are nice, considerate people, who actually care about their job, and making sure the customer’s feel welcome, and leave with a smile on their face, customer service comes before a lot , Corporate level is open 365 days out of the year , so if you want mcdonalds people like us are there to make it for you, I agree maybe the menu could be shortened.
Thanks for your comment, Josh.
McDonald’s employees work really hard.
I was in food-service, and it’s the toughest business around.
Maybe if corporate opened their ears a little more when employees talked, things would get better.
JL
I did my research and went to the North Ridgeville double drive through and they did a fine job. They are at the off ramp for the turnpike and 480, so I assume they are used to lots of traffic. However, I am finding most fast food places have menus that are incomplete and hard to navigate quickly. I would rather have fewer choices (give me ten meals and that’s it) than being able to make everything an option. As for the poor service, it’s always hit or miss. If you want to see slow, try the Westlake McD (90 & Columbia)
Timothy,
Thank you adding even more data to my scientific research concerning McDonald’s Double Drive Thrus.
I’m happy to hear that your Ohio Turnpike experience was smooth and fast.
Next time you’re in the Heights, let’s visit the University Heights one together-and have lunch.
The Franchise King®
So, I went to my local McDonald’s this week, and amazingly, things went very well.
it’s like the employees were re-trained.
Keep it up!
JL
It almost feels like McDonald’s is becoming much too confident of a “World Power” and maybe they aren’t trying as hard… or throwing serveral things at the wall and hoping at least something will stick. It’s like AHL hockey vs NHL hockey… Sometimes the AHL is so much more fun to watch because those are the guys with the real heart. Who’s the AHL in this senario…? I think it’s Wendy’s.
Thanks for popping by, Sherri.
Wendy’s is a unique one. Great burgers. They did have some, “issues” a couple of years ago, and they even stopped selling franchises, but I think things have cooled down a bit.
Thanks!
JL
Thank for stopping by and commenting.
You’re correct; Burger King franchises look old and tired, for the most part. Their signage needs a refresh, and their menu boards need a washy. However…
The McDonald’s Double Drive-Thru is broken, and legions of unhappy customers will start taking their money elsewhere if things don’t change. Most people go to McDonald’s because it’s convenient and fast. In and out. (Well, it used to be that way)
I’ll trust my own judgement on this matter, as I was in the food-service industry for 15+ years. I’ll also use my personal experiences in both franchises as a yardstick.
Again, thank you for sharing your own view. I appreciate it.
The Franchise King®
I eat at McDonald’s a lot, in MANY, MANY different locations, since I travel a lot for work. The double drive thrus are not the cause of the problem. Poor restaurant operation, in general, is, and it’s only at specific locations. What I’ve found is that often restaurants in the same local area are owned by the same franchisee and therefore exhibit similar problems. Perhaps that’s why your two local restaurants are both lousy.
The double-drive thrus make sense because ordering is almost always the slowest part of the process. It’s much slower than payment processing or food delivery. Most locations I have done have no problems with the double drive thrus and there are no long line-ups.
Thanks for pitching in here with your observations. I have to tell, you. You are correct. The help is a problem!
JL
Can’t speak to your local BK or McDonald’s but can honestly say your perception is warped and does not reflect my experiences. BK has old, tired buildings and their menu boards are disorganized with not all products on them. They are trying to duplicate McDonalds products with a system that is ancient. Being sold over and over with only one party making serious returns on their investment, HINT – not the BK UNIT OWNERS. Finally, would hate to have you as an advisor based on this impression which is sad at best. You need to do much more homework!