Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     European Coverage     Production Inkjet Analysis

Blog

Table Service at McDonald’s

The dining experience at fast food restaurants isn’t about the dining experience at all. It’s about the price, the availability, and the consistency no matter where you are in the world. The value proposition is clear, you serve yourself, you’re encouraged to clean up after yourself, and clearly by the comfort of the seats, you aren’t encouraged to linger.

By Jennifer Matt
Published: January 28, 2015

Do you expect table service at McDonald’s?

Ridiculous right?

The dining experience at fast food restaurants isn’t about the dining experience at all. It’s about the price, the availability, and the consistency no matter where you are in the world. The value proposition is clear, you serve yourself, you’re encouraged to clean up after yourself, and clearly by the comfort of the seats, you aren’t encouraged to linger.

We don’t expect table service at McDonalds because the value of the product is in alignment with the service provided. Self-service is part of what makes McDonald’s able to provide you a meal for under $5.

Why then do we in the print industry continue to provide full-service in the form of dedicated sales/account representatives on all orders, even the ones that are dangerously close to the cost of a McDonald’s meal?

Do you see how out of alignment this business proposition is? You can’t afford to offer table service to every one of your customers. Time and again, I see print companies supporting a raft of sales representatives whose primary daily activity is order taking and order processing. This is an unsustainable business model. Would you pay more to have table service at McDonald’s? I doubt it. Customers are not willing to fund the full-service model, this means you’re paying for it.

Customer’s preference overall across all industries is trending towards self-service. More and more customer’s try self-service channels first and then resort to full-service channels only when they can’t accomplish what they wanted themselves. The print industry has been focused intensely on the time utilization on the production floor – it’s time to look in front of production at the labor you’re consuming before the order becomes a job.

Jennifer Matt is the managing editor of WhatTheyThink’s Print Software section as well as President of Web2Print Experts, Inc. a technology-independent print software consulting firm helping printers with web-to-print and print MIS solutions. You can reach her at jen@whattheythink.com.

 

Discussion

By John Hetherington on Mar 03, 2015

Guess what, McDonalds are trialling table service!!
Saw an article a few days back where they are experimenting with table service, higher grade burgers and of course a higher price.
Even they get it!

 

Post a Comment

To post a comment Log In or Become a Member, doing so is simple and free

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2016 WhatTheyThink. All Rights Reserved