Tuesday, January 26, 2016

McDonald's Turnaround--A Story Of Customer Experience Success

photo credit: McDonalds via photopin (license)
You may have heard that McDonald's announced strong quarterly results yesterday. The quick-service restaurant chain reported a 5% increase in global same-store sales and the second quarter in a row of same-store sales growth in the U.S. after seven quarters of declines.

What's remarkable (or perhaps not) about this tale of corporate turnaround is that no one, including McDonald's CEO, is attributing it to any changes in traditional marketing. Virtually no mention is made of campaigns, advertising, content, social media, promotion or the like. This success story is all about customer experience--of changes not to messaging but to the product and service experience offered to consumers at each touchpoint.

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