NEW YORK (
(MCD - Get Report) has some franchisees who do really stupid things, like post signage telling people to leave.
A Tempe, Ariz., location posted the sign below asking customers to eat and leave within a half hour.
Meanwhile, McDonald's President and Chief Executive Officer Don Thompson states he is focused on creating an "easy, memorable experiences". He's failing in the U.S., as reflected in MCD's same-store sales growth of 0% for the month ended April 30, down 1.3% year-to-date.
Photograph courtesy of Alexander Cho, of Alexleanders.com.
A psychological theory where individuals will do something primarily because other individuals are doing it, regardless of their own beliefs, which they will ignore or override.People tend to gravitate to things that other people like. If you see a completely empty McDonald's store, regardless of justification, the store is thought to be "uncool." This is why other chains offer free Wi-Fi, cozy interiors and massive seating space. The justification is that if a lot of people are hanging out in the store, other people will assume it's a great restaurant. The foot-traffic will increase as the bandwagon effect takes hold. I see several McDonald's business owners complain on the Web that people want to sit for hours at the location. I understand that business owners want to free up space. But rather than freeing up space by telling customers to leave, the owner should invest in more seating, if possible, and further build out the store to accommodate seniors and younger adults who want to hang out. >>Read More: Food Fight! Burger King Battles McDonald's Over Breakfast With Burgers McDonald's needs to notify all of its franchisees that this time limit practice is just bad. It works against cultural trends and psychologically dampens social validation of the brand.
Source: Google Reviews Look at the reviews of this specific location. Almost every reviewer complains about the service. A 2.3 out of 5 rating? That's subpar when compared to other major chains like Starbucks (SBUX), In-N-Out and Chipotle Mexican Grill (CMG). I believe that rating is reflected in its earnings.
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