McDonald’s Doesn’t Make The Best Hamburger…

But they do make a LOT of them. More than 75 per second. No one I know would claim they make the best, but they are everywhere, and what you get is usually pretty consistent no matter which franchise you get it from. In comparison, there are many craft shops where you can pay several times the cost and get a much better burger, but you won’t be able to buy it anywhere near as many places on the planet, nor with as much efficiency and speed.

This isn’t by accident. McDonald’s made a decision, and has pursued it for a long time, supporting that decision with good sales and marketing, training and processes. The result is, McDonald’s are everywhere. In comparison the craft shop likely makes more profit per person and has no intention of being the burger making machine which is a fast food restaurant.

How does this apply to you? We must make strategic decisions. Determine who your customers are, what they need that you can provide and your competitors can’t, or don’t do as well as you. That’s where you can succeed. Usually there is room in the market for both the high volume and the high quality producers, but attempting to be both almost always fails.

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