Comments on: the opinion in imho

By: Christa Hoyland

Christa Hoyland — Mon, 03 Aug 2009 17:47:53 +0000

I feel your insights regarding brand strategy are right on target. El Pollo Loco is a case in point, such as when it studied KFC’s strategy for its grilled chicken promotion and took advantage of not only every step but every misstep, including KFC’s Oprah coupon that was not redeemable on Mother’s Day.
McDonald’s has worked hard to get back on No. 1 with its Plan to Win and is very protective of its message, as Michelle Smith points out. Martin Bishop also makes a good point, which is why McDonald’s Plan to Win doesn’t include focusing only on McCafe but its core products as well. But with all that McCafe advertising out there, it’s easy to miss the reminders about the Big Mac.

By: Martin Bishop

Martin Bishop — Mon, 03 Aug 2009 15:29:50 +0000

I think Michelle is right–QSR magazine is an important trade magazine for McDonald’s so it felt the need to put its POV to its franchisees.

I think you hit a nerve with your observation about the amount of investment McD’s has been putting into McCafe. I can imagine that there’s already a “back to basics” movement among the franchises and that McD’s is trying to keep its troops in line.

I think your point about taking advantage of competitive innovation is a good one. Once McD’s decided to take on Starbucks and Dunkin’ Donuts in a big battle over coffee, there’s definitely an opening for Burger King or any other competitor to take a bite out of the core business. McD’s knows that it’s open to such an attack and that’s why it is defensive in its reaction to your post.

By: Steve Portigal

Steve Portigal — Mon, 03 Aug 2009 00:35:51 +0000

> Criticizing their choice to respond is probably only advised once you truly understand their PR 2.0 strategy

I disagree strongly. That logic would exclude most of us from criticizing or critiquing most everything. Certainly the author of a work has a justified point of view in regard to feedback they receive. Certainly Denise’s audience, while not McDonald’s insiders, has an informed perspective. Isn’t that the point of a forum like this?

Maybe I’m not not understanding your point.

By: L. Michelle Smith, m strategies inc.

L. Michelle Smith, m strategies inc. — Sun, 02 Aug 2009 23:00:32 +0000

Hi, Ms. Yohn…
I consider this more of a conversation starter on how certain brands are taking bloggers more seriously in their approach to their communications strategies. It appears that McDonald’s is being fairly aggressive regarding messages about their brand. Also consider that QSR Magazine is one of this brand’s, as with many quick service restaurants, most important trades. The PR team probably also considered your reach and influence with your audience. Count it a compliment in some respects. You’ve not only been heard, but you have potential impact–at least in their eyes. Other brands have other policies about how and when and if one should respond to a blogger’s commentary. Remember that McDonald’s as a brand is not yet on Twitter. They are ultra concerned about controlling their brand’s messages online. From what I’ve read, they do more “listening” online than “talking.” They only recently, within months, began to tweet under the name “McCafeYourDay”–with a communications manager at the “wheel.” Criticizing their choice to respond is probably only advised once you truly understand their PR 2.0 strategy…and honestly, most of us only obtained a glimpse of it from the outside, so we don’t know the whole of it.
They’ve been a marketing force to be reckoned with thus far in history. I can only bet that they are putting some solid though to this before responding. But who is perfectly handling this brave new world we call the social webs? I suggest no one just yet.

[also posted this comment on my blog with a link...be sure to visit and leave comments.]

By: Ray Hartjen

Ray Hartjen — Sun, 02 Aug 2009 22:49:39 +0000

Probably easy to come off as defensive – maybe McDonald’s could have benefited from “sleeping on it.” That email on Tuesday would probably look a bit different than the one you received, if it even comes at all. Unlike Steve, I think they joined in the conversation – maybe not in the way we would have done it, but certainly in professional manner that is far from the worst that we’ve ever seen (Just thinking back to Horizon Realty earlier this week!). Kudos to you, DLY, for writing a cool initial piece – a nice SWOT that provides a nice playbook for competitiveness. Kudos too, I think, to McD’s for stepping up to the fight and saying they’re not about to blink.

All that being said, your original title submitted to QSR would have gone a long way to averting McD’s defensiveness. I think your title is a better title anyway.

By: Steve Portigal

Steve Portigal — Sun, 02 Aug 2009 21:09:54 +0000

That’s pretty funny. Sounds like a junior communications person who is trying to add some authority to her voice by claiming correction, but who seems to lack a real in-depth perspective and doesn’t really address what you are saying at all. You could look at this as “McDonald’s responds!” or “McDonald’s hires junior staff and hands them Google Alerts.” McDonald’s doesn’t know how to be part of the conversation and missed an opportunity here.