How to revive a brand

On the way home from a recent road trip to Scotland, I made a ‘pit-stop’ at a McDonalds restaurant near Birmingham.

I’m not a regular customer at the ‘golden arches’, so was very surprised to discover a waterless urinal
with a sticker on it saying it saved 100,000 litres of water a year.

urinal

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This is all part of McDonalds’ efforts to combat the negative press that has built up over the years. In particular the reaction to ‘McLibel’ case and reaction to the 1994 documentary film Super Size Me by Morgan Spurlock.

McDonalds have created a website to allow you to Make up your own mind, which currently contains 24,000 questions and answers:

Your Questions
A dedicated Make Up Your Own Mind team from across McDonald’s is working hard to answer your questions. You can ask whatever you want, and we aim to answer even the toughest question within two weeks in an honest and straight-talking fashion. The ‘Questions & Answers’ can be searched either by keyword or by sub-sections – this should help you find the information you’re looking for.

The website also includes reports from their Quality Scouts.

What is a Quality Scout?
Quality Scouts are members of the general public from around the UK who are curious about McDonald’s business. They are not paid, and have no ties to the company. All they do is take an honest, behind the scenes look at McDonald’s and report back. And they’ll tell you exactly what they hear and see.

I have to say I am impressed by their efforts, but wonder what it will take to change public opinion.

Two examples spring to mind:

Fiat cars of the 1970’s, which became notorious for their rust problems.

In response they built the Tipo in the 1980’s (a car I owned), and gave it a fully galvanised body, giving it better rust protection than almost any other car on the market. However, it took many years for their ‘rust bucket’ reputation to disappear.

A more recent (if fictitious) example is from The Archers radio show where an outbreak of E. coli,  has resulted in regular customers deserting Ambridge Organics, despite having been given the all clear several weeks ago.

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