The Downhill Trend of McDonald's: Staff Behavior and Operational Issues
Over the past five years, McDonald's has experienced a noticeable decline in service quality across multiple locations in Alberta and British Columbia (BC). This decline in customer satisfaction is multifaceted, ranging from poor staff behavior to operational inefficiencies. This article delves into these issues, providing a comprehensive insight into the state of McDonald's in North America and the challenges it faces.
Staff Behavior
Staff behavior in several McDonald's locations has deteriorated significantly. Instances of employees threatening and verbally insulting customers have been reported, especially during graveyard shifts. For example, an incident at the Hope, BC McDonald's during a graveyard shift saw a customer encountering rude behavior from a cleaner who made familiar offensive gestures as the customer left. Similarly, another instance involved a female employee in Edmonton who had a negative attitude towards parenting, suggesting that any child she had would be a retard. Despite these concerning behaviors, it is important to note that not all employees exhibit such poor conduct; many are decent or excellent.
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Operational Issues
McDonald's operational issues are another area of concern. The introduction of monitoring systems in kitchen and service areas aims to improve efficiency. However, these systems have been misused to manipulate reported service times. Employees have been observed removing orders from their screens before they are fully processed and printing them onto pick-lists, which are then attached to customers' bags. This practice results in more missing items and service slowdowns, causing frustration and dissatisfaction among customers.
Additionally, the leaky placement of microphones in the drive-thru areas poses communication challenges. Customers often speak in a manner that is not clear enough for the microphones to pick up, leading to further delays and errors in order fulfillment. The amalgamation of mobile ordering, which generates a large volume of orders, exacerbates these problems, making it difficult for both kitchen and service staff to manage efficiently.
Customer Complaints
Customers have also complained about the size of the McFlurry in the US Virgin Islands, which is the same size as a small sundae, and the inconvenience of ordering tea with a teabag on the side. Customers prefer a teabag placed on the lid, as is common in the rest of Europe. Such simple inconveniences add to the overall negative perception of the brand.
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Conclusion
The decline in McDonald's service quality and operational efficiency is a complex issue that requires urgent attention from the management. Addressing the root causes of these problems, such as improving staff behavior and operational processes, could help restore customer trust and satisfaction. By rectifying these issues, McDonald's can regain its standing as a reliable and customer-centric brand.
Author's Note: I have many interactions with McDonald's both as a customer and as a long-time industry professional. My observations and concerns are based on extensive experience and direct feedback from customers.