The Over-Arching Strategy - McDonald's global brand strategy task force - Brief Article

Brandweek, Nov 8, 1999 by Theresa Howard

McD's Task Force Evaluates Positioning, Menu

Using the national rollout of its "Made for You" cooking platform as the opportunity to re-evaluate its core brand attributes, McDonald's has quietly formed a global brand strategy task force that is looking "long and hard" at the essence of the Golden Arches.

The group, which will now be led by new vp-brand strategy John Cywinski, has been meeting for 10 months and is expected to put forward its findings in fresh consumer messages by mid-2000. The slow-build will allow stores to work through an expected learning curve for the new cooking system and avert major miscues as it attempts to deliver on the promise of hotter, fresher foods made-to-order.

The task force has been working with franchisees to find the right message, medium and service standards for consumers and deliver on a new mantra, "We're out to make you smile."

The group is evaluating all elements of the brand--from menu, service and restaurant decor to brand icons Ronald McDonald and Big Mac. Cywinski, considered a marketing star from his days at rival Burger King, joined McD's seven months ago as a vp and entered the company's fast-track training program.

Even though domestic sales have returned to healthy 5% levels, McD's is rethinking how to sustain growth in the face of both national and regional rivals.

New ads are expected within the next six months, but sources indicated creative could simply evolve the now two-year-old "Did Somebody Say McDonald's?" campaign via DDB, Chicago. At the extreme, an entirely new creative approach could take shape and rely more on building consumers' emotional connection with the brand.

"Our marketing strategy has been criticized in the past for being too short-term focused," said one operator. "There has been no over-arching umbrella strategy. Cywinski's charge is to bring continuity and consistency to the brand strategy piece."

McD's tactical approach has been reflected in promo pushes per its 10-year pact with Disney, which some say often overshadows the Golden Arches. While family promos remain a critical part of the McD's experience and the relationship continues to benefit both sides, sources said the fast feeder must play up a menu focus on quality.

The "Made for You" platform, rolling across its 12,500-unit domestic system by year-end, offers what execs see as an opportunity to recreate the brand. McDonald's executives did not return calls seeking comment.

McD's is already committed to a handful of national new product rollouts next year, such as the Big Xtra burger and reformulated grilled and crispy chicken sandwiches. Also slated: a push behind the McShaker Salads in April (Brandweek, May 31). Helping to orchestrate the menu initiatives has been Tom Ryan, vp of menu management.

"We have been telling consumers for 40 years 'you get it our way'," said one operator. "We need to strengthen those things that are associated with us and shore up some of those strengths. And food has not been a strength."