Road to redemption: How McDonald’s’ once down-and-out brand recaptured hearts and minds
Dan Ovsey | January 21, 2014 7:00 AM ET
When John Betts took over McDonald’s Canada in 2008 after successfully refurbishing the chain’s breakfast markets in the U.S., the relevance of the fast-food brand to Canadians was rapidly dwindling. Since then, the company has seen a grand renaissance among breakfast patrons spurred by the introduction of McCafe. That success allowed the company to overhaul the operations of more than 1,000 Canadian restaurants, add a higher quality, premium line to its menu and remodel its dining rooms to attract younger consumers. Mr. Betts recently sat down with FP’s Dan Ovsey at the chain’s new two-story, 9,000 square foot restaurant on Toronto’s Yonge Street to discuss the evolution of the brand’s transformation and how it was achieved without runaway costs, Mr. Betts’ collaboration with owner-operators to make operational improvements, the chain’s nominally shifting consumer demographics, and the company’s move toward more transparent customer service. Following is an edited transcript of their conversation. Read more of this post