Speaking Truth to the Drive-Thru
Every day, billions of customers interact with the Golden Arches. They drive up, place their order, and receive a receipt with a peculiar invitation: McDVoice. For years, this customer satisfaction survey—a brief series of questions about speed, temperature, and service—was just a footnote on a napkin. But what if that seemingly insignificant survey became the most powerful force for change inside the McDonald’s empire?
Speaking Truth to the Drive-Thru is the definitive look at the rise of the customer feedback loop and how it fundamentally reshaped modern fast-food culture. This book takes you inside the boardrooms and kitchens to reveal the dramatic tension between global corporate strategy and the daily realities reported by millions of customers.
The Data Revolution: How McDonald’s harnessed Big Data from millions of daily surveys to identify—and fix—systemic problems with shocking precision.
The Menu Impact: The surprising way customer ratings directly led to the introduction, reform, or removal of iconic menu items.
The Franchisee Wars: The struggle between corporate mandates and local owners facing immediate, relentless, and unforgiving feedback from their community.
The Free Sandwich Economy: How the promise of a reward for honest feedback created a unique, hyper-engaged customer base, turning every mcdvoice meal into a two-way street.
From messy condiments to slow service, every score became a signal, and every candid response became a command. This is not just a business case study; it's a fascinating story of technology, transparency, and how the collective voice of the consumer finally managed to hold the world's most recognizable brand accountable.
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