This is an Australian story, but it reports that McDonald’s over there is about to take “one of the biggest risks in the company’s history” by introducing fresh beef patties to its menu. Apparently, ordering one adds about a minute to your waiting time, since the fresh beef patties are prepared to order, whereas the normal type are made ahead of time and kept warm until required.
I had to do a bit of a double-take when I read that, because in the UK it seems to be standard practice for McDonald’s restaurants not to prepare anything ahead of time, and to cook everything to order. At the drive-thru, a simple order of a cheeseburger can get you a ten-minute wait in one of the bays. I have gone inside to demand my money back on more than one occasion, and I’ve complained to head office at least twice. To be fair, most branches have improved, but I absolutely refuse to say anything positive about motorway branches, because late at night they have to cook everything. There is nothing ready. But I digress: a whole minute is nothing in the UK compared to what is “normal” over here.
They already do these fresh beef patties in America:
A customer in Dallas named Tracy Moore told Reuters that she’s going to stop patronizing the fast-food chain, which she currently visits every day, if the wait time doesn’t improve.
“If it’s going to be that long every time, I won’t order it. I’d go elsewhere,” she said, after ordering the new fresh-beef Quarter Pounder at a McDonald’s drive thru and being told to pull into a parking spot to wait several minutes until it was ready.
She doesn’t know she’s born! Oh, what I wouldn’t give to only have to wait “several minutes”. Sorry, digressing again.
The article adds:
Improving service has been a primary goal of McDonald’s CEO Steve Easterbrook over the last couple years. He has cut dozens of items from the fast-food chain’s menu to try and simplify and speed up kitchen operations.
I think he’s barking up the wrong tree, though he may be doing it deliberately, and attacking a secondary issue to protect the primary one.
In the UK, absolutely the only reason there is a delay to service is that there is nothing ready and they have to prepare it. They might have a few bits ready, but the days when the rack behind the counter would be stacked with carton after carton of Big Macs and other burgers are long gone. If it’s busy, they run out and you have to wait, and if it’s quiet there’s nothing ready anyway and you have to wait. The franchise holder – McDonald’s restaurants are all franchised – does it to reduce waste. No wait, let me rephrase that – he does it to save money.
Three key words in McDonald’s business are: SERVICE, WASTE, COST.
Once upon a time, service was far and away the most important aspect at McDonalds. As time has gone by it has passed through waste, and now sits firmly entrenched in cost. But what Steve Easterbrook seems to have forgotten (I know he hasn’t, really, even if it looks like he has) is that fast food is low margin. You make money by shifting tonnes of the stuff, not by glamming it up, and you can’t shift any of it if there isn’t any to shift.
It’s funny when you consider that for each Big Mac costing £2.99, about £0.75 of that is gross profit to the restaurant, about £0.80 covers the materials, and the rest is down to labour costs. It’s even funnier when you consider that if a McDonald’s branch pisses me off, I won’t go in again for months (in the case of Clifton, years) just on principle. The manager’s decision not to risk having to throw away just over £2 guarantees he will lose £2.99 from me, and that woman in Dallas suggests I may not be the only one.
On a slightly different topic, a couple of the Facebook posts below the article made me smile.
This character is a vegan and he makes the assertion that eating meat and dairy gives you cancer. Someone challenges him, and he then goes on to declare that vegans do not need to take supplements as a result of not eating meat and dairy.
Actually, Mr Phillips, most vegan-friendly nutritionists and doctors – many of whom are vegans themselves – point out that Vitamin B12 supplements are pretty much essential for vegans, since this cannot be obtained reliably outside meat and dairy.
Organisations like The Vegan Society don’t make such a big deal out of things if they’re not important or significant.
This dietitian at Vegan R.D. goes further and suggests that as well as B12 supplements being important for all vegans, most should also take Vitamin D and Iodine supplements, and some should also consider Calcium and Iron.