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McDonald’s… Cheap and Fast (Sixth in the World)

McDonald’s has a strong brand but a cheap product. This seems almost like an oxymoron, right?

How can a company that mainly competes on price be ranked (by Interbrand) as having the sixth strongest intangible brand equity in the world? It’s because of systems.

McDonald’s brand is great because they understand a few things:

  1. Consistency – People like to taste what they are going to eat before they even pull in the parking lot. The anticipation of taste and price happen almost 30 minutes before the car starts heading to its destination. Delivering a consistent favorite and price allows the customer to trust the product from town-to-town, state-to-state.
  1. Convenience – The pace of daily living is rapidly increasing. From pull-in to pull-out they are the fastest drive through I know of (Today was under 5 minutes).


McDonald’s delivers consistent meals; consistent prices and consistent margins because of systems built around the needs and thought patterns of their market.

What is your market silently screaming for, that you are missing?

Hint: It’s not always what you think.

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