So the title sort of gives away my whole live on the road update, but I figured I’d share a quick anecdote with you…
I’m at McDonalds in the International terminal, and this is clearly the Mecca for all foreigners across the world. Being one of the most well known worldwide brands, McDonalds clearly provides a level of comfort to someone in a foreign land, as an experience they can identify with and feel warmth towards. I lived in Romania for awhile, and I honestly identified McDonalds as a safe haven; people are comfortable with what they know. Anyway, I’m in line and like watching cattle go to slaughter, one foreigner after the next stumbles through their English to place an order, and each cashier shows nothing but contempt and an unwillingness to help these people out. You are working in the international terminal at the most popular restaurant, and you don’t have the decency to show some patience and gratitude to someone visiting our country who is clearly confused? It was honestly sad to watch these travelers get totally demoralized
Moral of the story, (I have to have something here or this is a complete waste of all our time), people identify with brands because it makes them feel something. Comfort, security, familiarity, vanity. Whatever. McDonalds is a commonality throughout the world, hence its popularity, hence its success. People everywhere can recognize the brand and the experience it provides. But a brand is only as good as the foot soldiers making the wheels turn. Like it or not, the minimum wage burger flipper represents the brand, probably more so than any big- dick executive.
Maybe no moral, but a telling social experience about the interaction of people with brands they trust. And Americans are assholes.
DONE!
I’m at McDonalds in the International terminal, and this is clearly the Mecca for all foreigners across the world. Being one of the most well known worldwide brands, McDonalds clearly provides a level of comfort to someone in a foreign land, as an experience they can identify with and feel warmth towards. I lived in Romania for awhile, and I honestly identified McDonalds as a safe haven; people are comfortable with what they know. Anyway, I’m in line and like watching cattle go to slaughter, one foreigner after the next stumbles through their English to place an order, and each cashier shows nothing but contempt and an unwillingness to help these people out. You are working in the international terminal at the most popular restaurant, and you don’t have the decency to show some patience and gratitude to someone visiting our country who is clearly confused? It was honestly sad to watch these travelers get totally demoralized
Moral of the story, (I have to have something here or this is a complete waste of all our time), people identify with brands because it makes them feel something. Comfort, security, familiarity, vanity. Whatever. McDonalds is a commonality throughout the world, hence its popularity, hence its success. People everywhere can recognize the brand and the experience it provides. But a brand is only as good as the foot soldiers making the wheels turn. Like it or not, the minimum wage burger flipper represents the brand, probably more so than any big- dick executive.
Maybe no moral, but a telling social experience about the interaction of people with brands they trust. And Americans are assholes.
DONE!
Let's move to Canada!
ReplyDeleteNice albeit disheartening post. I've witnessed the same thing and been similarly struck by the absurdity of it. On the topic sort of, check this out: http://www.influxinsights.com/blog/article/2070/brands-as-social-connective-tissue.html
ReplyDelete