There are a lot of reasons one could point to as "the reason" behind McDonald's success in recent years. There are restaurant remodels, changes to the menu, a focus on value, etc.
While all of the above are certainly contributors, a piece on Forbes.com by Dev Patnaik and Peter Mortensen, co-authors of Wired to Care, posits that the real credit goes to McDonald's CEO Jim Skinner for "building a widespread sense of empathy... for the company's customers."
According to Messrs. Patnaik and Mortensen, Mr. Skinner's ability to get McDonald's employees to see how the world and their company looks through the eyes of consumers has enabled them to provide something of true value to those who patronize the fast food chain.
Organizational empathy has also helped make McD's more efficient. According to the authors, "Empathetic companies don't get paralyzed by a sea of contradictory information. They have the acuity to cut through the noise and focus on what really matters. Most important, they find ways to lay the foundations for new growth regardless of what their competitors are up to."
Discussion Questions: Do you agree with the premise that Jim Skinner's greatest accomplishment has been in making McD's a more empathetic company? How do you think that empathy is demonstrated in the day-to-day business of McDonald's?