OAK BROOK, Ill. -- With new remote-call-center drive-thrus and a fine grade of coffee, Oak Brook, Ill.-based McDonald's USA is operating like an innovative company ready to change the world. In an interview with the Boston Globe, president Don Thompson discusses changes at the company and his favorite things to eat at the Golden Arches.
When he's on the road, Thompson said, he eats McDonald's cuisine two or three times a day. Still, the 43-year-old executive said he managed to lose 20 pounds over the past few months. Thompson, who began his McDonald's [image-nocss] career in 1990 as a restaurant systems engineer, now oversees 13,700 restaurants.
Q: Just a few years ago, the fast food industry appeared to be struggling, but now Burger King and McDonald's are doing better. What happened?
A: We had changed our Big Mac and moved away from our original formula. So we went back to the original formulas on that product and many others. We looked at our grill procedures. We looked at the moisture and texture of beef. When you look at slight change to pickles if you change the brine solution a little bit all these things over time can add up. We had found that we had slipped a little bit.
We also focused on day-to-day operations. You can do a lot of other things, but if it's not a clean environment, if the food does not taste great, and if customers are not welcomed coming in and served at the speed with which they're accustomed to get on with their hurried lifestyle, you're not fitting the bill. And that's what we went back to focusing on.
Q: McDonald's recently started testing the use of call centers to handle drive-through orders at some stores. Why does that make sense? And are there any other major innovations the chain has made recently?
A: Using call centers allows us to provide a high level of service and be able to do that from a remote location in an environment where the crew can be much more comfortable. We go slow with tests like that if they're for efficiency's sake because you can never really replace a friendly smile.
We also have WiFi at many of our restaurants. And there's a lot more use of flat screens in our restaurants which we feel convey a more contemporary nature. It also brings a person into the experience of McDonald's. It's not just a place to wolf down food. You can come there, relax and enjoy it.
We're also looking at customer order kiosks. What it allows us to do is to use the same crew person who was taking orders to go out to be much more hospitable to guests.
Q: Last fall, McDonald's replaced its coffee in all New England stores with Newman's Own Organic blend an attempt, it seemed, to make a grab for coffee customers in Dunkin' Donuts stronghold. How's that going?
A: For us, it's not just a cup of coffee. It is a great blend of a fine grade of coffee. And changing our blend, particularly out in this area with Newman's Organic Blend, has been received pretty well. Coffees sales are up, and sales are strong.
Q: In recent months, companies like Starbucks and Dunkin' have begun expanding their food options. Is that a threat to McDonald's?
A: There are numerous players that will come and go. We're aware of some of our competitors that are looking into this category of breakfast products. It is a big category for us. It is one we will continue to drive and increase. Our breakfast sales are up and will continue to grow.
And we're always continuing to look for more innovative approaches. We're looking for more sweet goods to see how we might expand that as a consumer offering. There's a product called a Cinnamon Melt it's a cinnamon roll we think is fantastic that we're testing in certain markets.
Q: What did you eat for breakfast today?
A: I have not eaten breakfast today. But I have a killer craving for a fruit and yogurt parfait. So when we're done I don't want you to think you're standing in the way of anything but I will have a fruit and yogurt parfait today. And maybe a double cheeseburger.
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