Chris Kempczinski, 52, has been CEO and President of McDonald’s since November 2019, making it one of the most powerful posts in the world – with more than 39,000 McDonald’s restaurants in 120 countries and employing around two million people. That means a lot of responsibility, the focus of which Kempczinski sees in the economy and not in the nutritional behavior of his customers. With a turnover of 20.8 billion US dollars and a profit of 5.8 billion dollars, McDonald’s is the 209th largest company in the world according to Forbes Global 2000 (as of 2020).
Ever since the first McDonald’s restaurant opened in California in 1940, the big yellow M has stood for one thing above all else: burger. Despite a growing awareness of the consequences of consuming meat and white flour, Kempczinski does not see it as his job to influence the purchasing decisions of his customers. The unhealthy menus stay on the menu because, as the New York Times quotes the CEO, he is only in business to give people what they want and not to tell them what to eat. “It’s not up to me to make these decisions.”
Drive through – success despite a pandemic
For almost a year and a half you could not go to a restaurant because of Corona, but this did not become a major problem for the fast food chain. With plenty of drive-through stations, especially in the US, McDonald’s was well prepared to meet social distancing to guarantee. Junk food sales were booming, and while the pandemic was eating up jobs in other areas and wiping out entire industries, the company was able to avoid major downsizing.
The company’s own branches raised the minimum wage to $ 11 to $ 17 an hour. Kempczinski does not control the salaries of the franchise restaurants; they make up more than three quarters of the approximately 39,000 restaurants. “How are you supposed to satisfy many different customers and do so in a way that ultimately enriches the brand?”, Quoted the New York Times as saying. But they wanted to send a signal: ultimately, better salaries also increased customer satisfaction. They want to set an example that the business will grow as a result and that one will earn more money. The mindset has to change.
“Why don’t you offer healthier food?”
“Our menu is very Darwinian,” answered the CEO when asked about the balance of McDonald’s food. “It depends on what our customers want to buy. We have healthier alternatives on offer. And we have more gentle food on the menu. In the end, we give the customer the choice.” One area of the company invests in plant-based food. These are higher production costs than conventional protein – chicken, beef, etc.
But the costs are not passed on to the end customer. “We don’t see anyone who opts for a hamburger versus a plant-based burger based on the price.” But you couldn’t force customers to do anything, then they would go somewhere else.
Jane Stock is a technology author, who has written for 24 Hours World. She writes about the latest in technology news and trends, and is always on the lookout for new and innovative ways to improve his audience’s experience.
