McD’s: Improving Service Top Priority

Discussion
Feb 09, 2004
George Anderson

By George Anderson


An internal assessment by McDonald’s says the company has made improvements in customer service and cleanliness, but it still has a ways to go before it can begin feeling good
about its performance.


Crain’s Chicago Business claims to have received a copy of an internal McDonald’s memo, which outlined the results of “mystery shopper” inspections which graded on a scale of
100 percent: food quality at 94.1 percent; cleanliness at 93.2 percent, and staff friendliness, accuracy and speed at 76.1 percent.


The chain had set an overall goal of 88 percent for its restaurants and fell short with an 84.8 rating.


Jerry Calabrese, vice-president of global measurements, McDonald’s, told Crain’s that the latest score marked an improvement over previous ratings.


Moderator’s Comment: Is there an appreciable competitive edge to be gained by McDonald’s
by improving its customer service? What does it need to do to improve how customers rate its service?


The chain has upgraded the quality of its menu and same-store sales reflect consumers are responding. We’re happier with it. Now if only McD’s could get
our drive-thru orders correct, that would be something.
George
Anderson – Moderator


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