By: Len Kornblau
Reports are indicating McDonald's January sales will be down and Wall Street is panicking.
Have they noticed the weather this month? All over the USA, snow and cold. Lots of school cancellations. Lots of offices and businesses closed. Lots of folks stayed home.
This is hardly a doomsday scenario. Even by Wall Street standards.
Of course many franchisees are unhappy. So they blame marketing for the effects of weather.
Well, it’s not the fault of The Dollar and More Menu. Why should anyone pay $3 to $4 for a Big Mac when you can get a McDouble for little more than $1? Those discounts get infrequent buyers and not-so-heavy users to come back more often. Those are sales McD and BK and Wendy’s would otherwise not have.
So, stop complaining! Some of the ads are not great by McD standards, but that’s a challenge when you create so many different ads per year and have so many GRPs that the spots wear out quickly.
All brands should have it so rough!
So, Wall Street, ease up on McD.
And McD franchisees, chill! That should be easy this time of year!
Len Kornblau (@ProfessorAdwiz on Twitter) is an advertising and marketing pro who has taught at universities and excelled at field marketing and account service.
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