Party Line: A Valuable Lesson
Not necessarily. A survey found that a sampling of McDonald's franchisees rated their relations with the company below their historic levels and sales fell 1 percent during the first quarter.
My point is not that you should bring your lunch to work — although I would highly recommend that you do — but that undercutting and discounts don’t guarantee success on all fronts. Because while some might still clamor for cheap eats, others are flocking to places like Panera Bread and Chipotle where the emphasis is more on quality than quantity and employees feel good about things that they sell.
In other words, independent retailers are the Panera Bread and the discount/dollar stores are the McDonald’s of the retail world. While there are people who will always opt for cheap and easy, others will appreciate quality and value.
The expressed theme of one of Panera’s campaigns was “that you should leave feeling better than when you came in.” Sounds like a good plan to me.