McDonald’s has improved its customer experience by developing a combined fast food “carry and consume” solution. While the new “BagTray” is not a disruptive innovation, it does address a consumer pain point, especially for those eating on the go in public transit and cars, and on park benches. Digging sandwiches, burgers, fries and drinks out of a bag only to lay them out and watch them fall or blow over, has always been frustrating.
Faced with years of weak financial results, McDonald’s has been tinkering with the menu and revising their franchising strategy. Subtle changes to the business model include experimenting with home delivery in New York City. Starbucks and Chipotle are already offering on-demand delivery, working with Postmates. It is not a game-changing move and the company is following, rather than driving the market. But it is evidence the company recognizes the need to change in order to stay relevant to customers.
“[We need] sharper focus on the customer,” said Steve Easterbrook, McDonald’s new President and CEO. “sharper focus on what they want.”
Bryan O’Connor is the founder and owner of the Brighteye Group marketing consultancy.