The Changing Faces of McDonald’s and Domino’s Pizza
McDonald’s is known all over the world as a fast-food giant. The Golden Arches can be found in every continent except Antarctica, and it has been said that on average, the company opens a new restaurant every three hours. Enjoying a Happy Meal or a Big Mac with a Coke just seems like a part of life. As times have changed, McDonald’s has remained a constant in our culture. The company has had its share of changes too, both internally and externally. A newly appointed CEO has plans to follow the former CEO’s Plan to Win strategy, for he says “A transition in leadership is not a change in strategy at McDonald’s” (Patton, 2012). As COO, Don Thompson added double-lane drive-throughs to stores, extended restaurant hours to be open 24 hours a day, and introduced Americans to McCafe specialty coffees and smoothies.
He is currently leading the way for other changes, which include a $1 billion-plus remodel of thousands of restaurants in the US. The hope is that consumers will feel “comfortable enough to hang out in after you've gobbled down your burger, fries — and smoothie” (Horovitz, 2011). Remodel highlights include: replacing fiberglass tables with wooden ones, faux leather chairs, using more subtle paint colors in place of the neon yellows and reds, dividing dining areas, adding flat screen TVs, and redoing the roofs to a more flattened look with the new yellow brow, which is half of a golden arch. Plans for completion of the project are set for 2015.
Another plan that Thompson has is to make chicken a big part of the menu. McDonald’s is looking to draw budget-minded Americans with chicken items, which can be priced lower than other proteins. According to Thompson, chicken is “perceived to be healthier and cheap relative to beef right now by a lot” (Patton, 2012). McDonald’s has a 160-item recipe book, which includes bone-in chicken wings and cashew teriyaki salads with chicken, and Thompson plans to sell new food and attract cash-conscious consumers amid a shaky global economy. There are also plans to expand McCafe, breakfast and dessert items, along with launching vegetarian selections in European markets.
The upswing at Domino’s can be easily recognized as the company works diligently at becoming a household name. When Patrick Doyle took over as CEO in March of 2010, the company was in the midst of a major transition. After being listed in last place with Chuck E. Cheese’s as the worst tasting pizza in a consumer survey, there was a major decision made to introduce a new core pizza recipe. The new recipe inspired the launch of “the largest marketing campaign in its history” (Bomey, 2010). In fact, Doyle can be seen as the new face of Domino’s in their commercials. Not just the pizza has changed but so has the name itself.