Great Advertising Doesn't Matter If Your Product Sucks
Saw a phenomenal and very moving McDonald’s tv spot during the NFL playoffs this weekend. Incredibly emotional way of conveying the message that even though it’s a global behemoth, the company is rooted in our local communities. It should win tons of awards (even if some of the signs were faked). Here’s some commentary from sages in the ad industry and commentary from USA Today.
If you haven’t seen it – check it out:
Unfortunately, its too little, too late, Mickey D. Your product + service now defines "subpar". All the advertising in the world can’t put lipstick on that McRib. Or that pink slime.
The Golden Arches has gone from the gold standard to become the restaurant of last resort. It has gotten to the point where it’s what you eat only when nothing else is available. What used to be a special treat when I was younger has gotten to the point where my kids shake their heads in disgust at the prospect of having to eat it. The food is unhealthy and makes you feel like you should go to confession after eating it. The restaurants are dirty and usually filled with crazy people hanging out for hours at a time. Don’t go near the Playland. The shake machine never works (probably a good thing). And its often a miracle when the staff gets your order right in the drive-through.
People are no longer “lovin' it”.
We have so many better choices for fast food now. Just like Starbucks elevated our expectations of a cup of coffee, we now expect the same from our burgers, salads, frozen yogurt, tex mex and even pizza. If you’ve recently been to a Five Guys, Shake Shack, Smashburger, Fatburger, In-N-Out Burger, Chipotle, Sweetgreen or any of the new pizza concepts sprouting up all over the place. Even Dunkin' Donuts has better food than McDonalds does now.
So McDonalds – keep up the great advertising. But take some of that media budget and put it into better meat, paying your team members a living wage and more frequent cleaning.
What do you think? Do you eat at McDonalds?