MacDonald’s New Service Standard

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In this article, Vanessa Wong discusses MacDonald’s intention to set a new service standard for their restaurants. In particular, the author speaks about the decision to reduce the amount of time which is needed to serve clients in the so-called “drive-through” parking spots (Wong). In particular, the representatives of this company promise that they will be able to serve clients within 60 seconds.

The writer notes that currently, many customers are disappointed with the necessity to wait for a long time (Wong). Thus, the current initiative is aimed at addressing this problem. In turn, the author argues that the implementation of this plan can be very challenging because it will require the transformation of many workplace procedures as well as additional expenditures.

Nevertheless, this policy can be eventually beneficial because it will lead to improvements in many current practices. These are the main details that can be distinguished.

This article is related to one of the concepts examined during the course. In particular, one should speak about service expectations set by clients. Businesses should be able to understand the standards that customers set for them. They need to make sure that their current level of performance corresponds to these standards. The main issue is that sometimes, clients can set almost idealized expectations for service companies.

In particular, they may believe that these organizations always act impeccably. In turn, Mac Donald’s promise to serve clients during at most 60 seconds can lead even to the greater dissatisfaction of clients, especially if they do not fulfill this promise. In particular, they may believe that the company’s claims are not supported by actions.

This is one of the main pitfalls that should be avoided. Overall, the marketing managers of service companies should make sure that their promotional strategies are consistent with their current resources. This is the main lesson that should be considered.

To a great extent, this article illustrates the challenges faced by service companies at the time when they need to change clients’ views on their performance. Business administrators should know how organizational resources and expertise can be reflected in marketing strategies. Moreover, they should take into account that the attitudes of clients can depend on the promotional strategies of a business.

Furthermore, they need to understand the main reasons for customers’ dissatisfaction. These are the main issues that can be singled out since they are important for the sustainable development of a business in the long term. In my opinion, this article should be taken into account by practitioners.