Gutsy move for any restaurant. It’s a known fact that many restaurant owners with an ounce of marketing salt encourage customers, staff, friends, family and fools to inundate chat rooms, posting boards and sites like YELP with positive press and reviews in an attempt to increase volume.
Yet McDonald’s is taking a completely different approach. They have given six moms complete behind the scenes kitchen access and have armed them with laptop. The moms turned bloggers will then post what they see online.
What’s so gutsy about that? Think about it. Would you want someone in your kitchen, with a laptop, broadcasting every dropped towel that hits the floor, every utensil used without being rinsed or every face touch committed by a grill cook?
I wouldn’t. Of course we all train to alleviate the towel drops, the face touch and the un-rinsed chili spoon going into the hollandaise, but there are those slips that happen when eyes are not upon us.
McDonald’s hopes that the broadcasting bloggers will paint a better picture for the nibbling public- a view of the kitchen that nobody really has a chance to experience- hence passing on the message that what comes out of the back is better than currently perceived.
This is the new culture of marketing. McD has already received more publicity on this than they could ever buy. And, since it involves four moms who were selected out of 4000 by an outside organization the credibility factor will soar. Now is this a Big Mac sized gamble? You bet. What if the moms have an eye for the things that nobody wants anyone in the public to see? Could be trouble.
But the bet is that moms will be kind and gentle as most kitchens are intimidating beasts and if you are not familiar with the rock and roll that takes place behind the line one is usually meek and mild mannered at first.
Once the bloggers are blasting their messages, hints, tips and thoughts, others will pick up on the action and the commentary will be extraordinary.
Only time will tell if this act will buff the Big Mac image but we can all be sure that the King of Burgers is probably envied by Burger King for developing the idea.