As far back as I can remember in my McDonald’s career, Ray Kroc preached the importance of giving back to the community. He always said that if we were going to take money from the residents, we should be giving back value to the place where they lived and worked. He called it being “Mr. McDonald’s.” Make sure community members understand that if they need anything, they should think of McDonald’s first. Be it Little League uniforms, disaster relief, the local school, or police and fire benefits, they should come to us first. He also understood guilt.
Roy T. Bergold Jr.
It’s the New Year, and I would like to expound on some ideas I have for 2011, as well as look at some of the areas that may—or definitely will—affect the way we do business in the coming year. Welcome to Roy’s World.
The subject is social media. I admit I am nowhere near an expert on this relatively new form of advertising and interaction, but my editor has asked me for my viewpoint. Far be it from me not to interject my opinions.
We’ve reached the end of the year, and it’s time for my take on a few of the things I’ve seen happen within companies and among people in 2010. And it’s time to offer some suggestions on how to make it better in the upcoming New Year.
My June 2010 column was about childhood obesity. I talked about what’s encouraged it and I proposed some solutions. I received a lot of responses. One in particular stopped me flat in my cowboy boots. Michael Jacobson, executive director of the Center for Science in the Public Interest, had a lot to say about my column, and we exchanged several e-mails.
It was 1968 and I’d been at the Leo Burnett Company for about a year. There was a coffee shop on the ground floor of the Prudential Building where Leo had its offices. I was treating myself to a coffee at the counter when a gentleman asked me if the stool next to me was vacant. He sat down and ordered coffee and asked me how it was going.
Every day I get several cool e-mails from you readers. Most of them are compliments—and a few question the marital status of my parents. Every once in a while I get a request from a graduate student who wants me to write his thesis, or the prospective licensee who believes that QSR is paying me a pile for this column and would like me to answer a 15-page questionnaire on the fast food business for free.
What do you do when you capture lightning in a bottle? When you have such a great idea, you’re not quite sure what to do with it, how fast to move, or whether it really will be the success you think it will be?
In my 32 years at McDonald’s, I saw a lot of great concepts and a few not so great. What happened to some of these as we tried to take full advantage of them, when we really had little idea what we were doing? Let’s take a look at both marketing and new products, particular areas I was involved in.
It was a dark and stormy Sunday afternoon. I was trying to decide between a pile of McDonald’s paperwork and a really good novel when my best friend and security system went off. Now, the only time Dita barked was when someone broke the plane of the property line.
Nobody ever accused Mom or Grandma’s cooking of being a prime contributor to childhood obesity. So why blame the quick-service industry? One out of three kids is classified as overweight or obese. And our marketing is getting the blame.