You’ve probably already heard about McDonald’s plans to enter the world of gourmet coffee(Starbucks, Caribou, etc.). I’m just wondering if McDonald’s really believes this fits their brand. I’ll leave the in-depth marketing analysis to Seth Godin. But for my money, I don’t get it. Since I don’t frequent McDonald’s, maybe I’m not the person to ask if I would go there versus Starbucks. Last time I checked McDonald’s was a place to go to get what you want fast.
From what I understand Starbucks isn’t concerned. You can look at this article from Forbes and get a feel for the pulse.
Here’s how to avoid the McDonald’s Complex:
- Know your purpose and the mission, and then stick to it.
- Envy is not a good motivation to start-up or expand-into.
- You’re not a publicly traded organization, so don’t act like one.
- Ask your trusted advisor(s) whether a BIG move is wise. By the way, this advisor should NOT be impressed by you.
- Know thy brand well.