McDonald's is a Promiscuous Trend-Whore
McDonald's, the fast food chain people love to hate, but secretly love, is having its own secret love affair. With Starbucks. It's true. Ralph Alvarez, prez and CEO of McDonald's Corp, announced the launch of specialty "destination drinks" such as smoothies, iced coffee and specialty coffees in an attempt to win over aimless (but thrifty!) college students and young professionals who are befuddled by Starbucks's wide array of drink options. No word yet on adding comfy couches, a Be Good Tanyas soundtrack or WiFi, but a new cinnamon melt is to accompany the addition of the new destination beverages, to impart more of a coffeehouse atmosphere.
This new Starbucksification of McDonald's is probably a rebound from its last secret relationship, slumming with 7-11, which resulted in the decision to offer prepackaged (i.e., bottled) drinks for those customers who just aren't comfortable with a lid and straw or satisfied with the traditional range of Coke or Pepsi products. The new prepackaged beverages being test-marketed in select locations include Mountain Dew, Red Bull, Gatorade, Propel Fitness Water, Lipton Tea and Tropicana Pure Premium juice. Add some vodka to go in the Red Bull, and McDonald's has a whole new nightlife clientele!
Sources claim McDonald's wandering eye has landed on eWallet, and is considering implementing a new easy pay method: pay with your cell phone! A smart move, because while I sometimes leave the house without a buck in my pocket, I never leave without my cell phone; also, by the time I've pulled out my wallet and counted out the cash and change to pay for my double cheeseburger value meal, my fries are cold! Swiping my cell phone speeds up this lengthy transaction and gets the hot fries into my salivating mouth that much faster. Oh, but we'll have to wait for this new technology; it's being tested first only in Japan.
It's clear that McDonald's is adopting successful aspects of other businesses. Here are some changes that I'd like to see:
*book sales or a magazine rack, à la Barnes & Noble
*EZ Pass or Speed Pass drive-thru, à la interstate toll booths
*beer, wine and hard liquor sold after 11pm, which coincidentally is when the disco ball starts spinning and house/trance/drum & bass music starts playing, à la your favorite nightclub (Wednesday is Ladies' Night; Thursday is 80s Nite!)
*the cinnamon melt is a good start, but add more pastries, à la Jewish bakery
*gelato, à la your neighborhood ice cream parlor
*washers and dryers, à la laundromats
*pool tables
Getting to Know All About You: What changes would you like to see McDonald's make? What aspect of your favorite place should it adopt?