Roy T. Bergold Jr.

Roy Bergold

Roy started his career at the Leo Burnett Company in 1967. Two years later he decided to sell hamburgers instead, and began his adventure at McDonald’s. Starting as an assistant advertising manager, he became manager, national advertising manager, director of advertising and promotion, assistant vice president of advertising and promotion, and vice president of advertising.

Roy retired from McDonald’s in 2001 as Chief Creative Officer. Along the way, he was responsible for U.S., as well as all advertising worldwide. While under his care, McDonald’s earned every creative award possible, including Cannes, Clios, and the Four A’s best five year campaign. Roy lives happily in Payson, Arizona, with his wife, dogs, and horses.

December 2012

Now I don’t have a suit or a job. QSR, in an effort to offer you, the reader, some new voices to hear from, has decided to discontinue this column. Egad! I’m canceled. I’ve never been canceled.

Seven years and 84 columns. That’s a great run for any writer. I’...

November 2012

This month’s issue talks about demographics and how quick-service customers have changed over the years. You can find numbers and charts in another part of the magazine, so I thought it would be fun to give you my perspective on the changes, considering I started at McDonald’s in...

October 2012

You walk into the branch bank where you have been a customer for more than nine years. You want to cash a dividend check for 84 cents, but are required to show your driver’s license, a blank check from your account, the last four digits of your social security number, your blood type, and...

September 2012

Stella has a really nice sub sandwich franchise in a strip mall in a medium-sized city. There’s a lot of parking and foot traffic. She serves hot and cold subs, chips, drinks, and cookies. The subs are great.

August 2012

A small pizza chain recently ran a very interesting promotion: Order your pizza in Spanish and you get it for free. Everybody seemed to have an opinion on the promotion. The Conservative Caucus group was incensed by the need to speak Spanish. The Latin community felt it was being used as a pawn...

July 2012

WASHINGTON, D.C.—The president today called a special joint session of Congress to once and for all address the obesity issue and what should be done to combat it. Before the session began, all members of both houses were required to weigh in. Almost all members demanded...

June 2012

Ladies and gentlemen, I love the written word. I devour books. But with the exception of Charles Dickens, I never read the same book twice. Too many books, too little time.

May 2012

I've got an equation for you. Obesity equals the wrong types of food plus the wrong preparations plus excessive quantities times diminished exercise.

In other words, if the food is there, customers will eat it. That's why the issue of quantity and portion control are such hot...

April 2012

Another salvo has been fired in the constant discussion about where quick-service food comes from: the admission of “pink slime.” About the same time this unusual food product was revealed, the company who used it created an advertising campaign talking about where its food comes...

March 2012

Recently I was talking with Barry Klein, an old friend of mine who was one of the original advertising guys at McDonald’s. He is a marketing consultant now with a large interest in kids marketing. We were discussing the kids’ meal situation and the critics who claim these meals are...

February 2012

It occurred to me recently that we are all just trying to have a nice life, build a good business, and make enough bucks to be comfortable. Most of us try to do good things for the communities we work in. But sometimes what we attempt to do doesn’t always work out because we make mistakes...

January 2012

Just so you know I read something other than comic books and cereal boxes, I was reading some heavy philosophy and business books the other day. That proverbial light bulb went on, I got to thinking about some service experiences I recently encountered, and a column was born.

December 2011

Ah, December. The month of happy faces, snow on tongues, warm giving, good food, loved ones, quiet reflection, The Christmas Carol, talking pets on Christmas Eve, and more sales.  

Enter January. The bills are due and there’s bad weather, lower sales, colds, and nothing to do...

November 2011

Wendy’s tries to become a kids’ place. Pizza Hut adds salad and pasta. Everybody changes their look, and now Burger King hangs up the High King.

Why do we make these kind of sweeping changes in our brands?

Well, sure, we do it to increase our market share by causing...

October 2011

Kate and I stopped into our favorite bar and grill after church last Sunday for a quick lunch. We usually just sit at the bar, and that day it was just us and another couple at the other end.

Their drink glasses were empty, but the bartender busied himself mightily with cutting up lemons...

September 2011

Once upon a time, there was a little hot dog stand on the West Coast. It was a cute and very fun place, with no attitude and a penchant for friendliness. The food was good, not great; the service was fast; and the place sparkled from top to bottom. But the most important thing was the value. You...

August 2011

The alarm goes off, the sun is just peeking over the horizon, and you leap out of bed to face another lousy day in paradise. After you wash up for the day ahead, you tear open the closet door to find your manager’s uniform is gone. You know you brought it home from the cleaners and hung it...

July 2011

OK, I’ll admit, the restaurant scene is not the greatest in Payson. We are a quiet little town somewhere between Phoenix and the recreational Tonto Forest. We are not a destination. We are a way to get somewhere else. Therefore, our restaurant choice is limited to 14 of the 15 top quick-...

June 2011

Billions and billions sold. A veritable room full of creative awards, including the 4A’s “Best Five Year Campaign,” Advertising Age’s “Best Campaign of the Twentieth Century,” and the second-best Spokesclown of the Twentieth Century—not to mention a mess...

May 2011

Once upon a time, there was a used car lot with a tan building, some pavement, and a lot of fast, gray cars, as well as one Volkswagen with no engine and a sign that read, “Great mileage.”

One warm day, lightning cracked in the West and pretty soon a storm hit. It hailed ball...