You might think I’m announcing that today there is strategy in the United States. Such a discovery would indeed be welcome but it’s not what I mean. I mean that you can see strategy in almost every newspaper article. All you need is to want to see it!
Myth: to be number one you need to be the best. USA Today reported on a Consumer Reports survey of fast-food customers. They ranked McDonald’s last in burgers (The Habit Burger Grill, a regional chain, was first), KFC last in chicken (Chick-fil-A was first), and Taco Bell last in burritos (Chipotle was first).
It’s not that Taco Bell placed last in salads or McDonald’s had the worst egg sandwich. The chains were at the bottom with their core products.
Consumer Reports’ project editor explains the ranking as a result of Millennials caring about things other than mere value for money, such as quality and social issues. I wonder if it is because they still live with parents who pay their bills. That seems unlikely in light of analysis that shows most millennials living at home for economic reasons. Perhaps a few slackers go out to restaurants better than the bottom-feeder fast-food giants while their parents pick up their expenses, but most are probably still eating at the McDonald’s of the world while realizing it is not the best, it is the cheapest.Read More →