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Lately I’ve become reacquainted with the fast food restaurant McDonalds.  And I have to say, that in my opinion, they are the best marketing organization in the world.   McDonald’s gets “It.”  And because of that I’ve stopped going to Starbucks.  Starbucks on the other hand, doesn’t get “it.”

What is “it” that McDonald’s seems to understand?  They give me (their customer) what I WANT.  They help solve a problem.

2009 will go down in the history books as the year of the second greatest economic crisis in American history.  Maybe you can relate.  Unemployment is at 10% (my spouse was laid off for 11 months) the stock market took a huge nose dive taking with it the retirement savings of thousands of people  (like me).

The number one thing on my mind is my wallet, and McDonald’s understands.  They launched their new McCafe so I could get morning mocha on the way to work for less than $5.  What a great way to start my day!

Their marketing approach has worked for them because during a time when sales in the fast food industry were down overall, McDonalds has experienced a 3.3% growth in global sales.    I love what their CEO Jim Skinner says,

“Our customers are at the heart of everything we do, and McDonald’s is delivering what they want,” 1

What our customers really want though is not about a product.  It’s about solving our problems.  We want to look good, feel better, make more money, have more fun, have better relationships, etc.

So the question you need to ask yourself before you do anything is:  What is it that my Customers WANT?