Planning strategy at McDonald's Hamburger University

"Training is a substantial expense, particularly when it comes to paying for international courses with our weak Rand," says Gordon Patterson, Managing Director, Starcom. "But we view it as an investment in ensuring that Starcom remains ahead of its competitors in terms of delivering exceptional media solutions to our clients."

Historically McDonald's ran this course under the auspices of the Chicago University Business Campus, but 5 years ago the organisation built its own University Campus with a dedicated Dean of Faculty chairing the curriculum. Professors from various countries and disciplines facilitate the courses and aid the proceedings as group leaders.

According to Dashni the learning experience was invaluable. "It was a real eye-opener to be exposed to successful strategies and tactics from around the world." Almost 100 senior people, ranging from agency client service and media and creative directors, to McDonald's marketing directors, attended the two week semester. Split into 8 teams, the delegates' learning experiences were divided into clearly defined lecture days and brainstorming and planning days. Dashni's team included representatives from Jamaica, China, USA, India, Pakistan, Portugal, Bahrain, Greece, Australia, Romania, Russia and UK.

The objective of the course is to enhance skills developing business and marketing plans encompassing the most important person in McDonald's - the customer. After highlighting target market needs and demands, three-year 'Platforms for Growth' were formulated with input from McDonald's marketing, operations, food purchasing and real estate disciplines.

Says Dashni: "Media strategy and planning for McDonald's is not only about understanding media. One needs to be familiar with the sales data, product mix movements, operations methodology and events and communications that have been most successful. The seminar increased our grasp of the international McDonald's marketing tools available exposing us to numerous instances where these tools have achieved results."

When Dashni started working on the McDonald's business, Starcom arranged for her to spend time working in a McDonald's outlet. "This enabled Dashni to experience selling McDonalds from behind the Golden Arches, not just from behind her desk and computer. She experienced the whole process, from behind the grill as well as the drive-thru window," says Starcom Managing Director, Gordon Patterson.