\nJurnali\u015ftii de la Financial Times au avut un interviu fa\u0163\u0103 \u00een fa\u0163\u0103 cu cu Chris Kempczinski, CEO al McDonald’s. El are experien\u0163\u0103 \u00een marketing, dob\u00e2ndit\u0103 at\u00e2t prin studii teoretice, la Harvard Business School \u015fi Boston Consulting Group, c\u00e2t \u015fi prin experien\u0163\u0103 practic\u0103 la Proter & Gamble. Este, de altfel, descris de autorul articolului drept un \u201etip de brand\u201d.<\/p>\n
\nKempczinski este noul CEO al McDonald’s \u015fi a ob\u0163inut acest rol \u00een urm\u0103 cu un an, dup\u0103 ce s-a descoperit c\u0103 predecesorul s\u0103u, Steve Easterbrook, a avut o o rela\u0163ie cu o angajat\u0103, \u00eempotriva politicii companiei.<\/p>\n
\nLa pr\u00e2nzul cu jurnalistul FT, \u201eChris K\u201d, a\u015fa cum pare c\u0103 este numit de colegii s\u0103i, cere un Filet-O-Fish, o por\u0163ie medie de cartofi pr\u0103ji\u0163i, o Cola dietetic\u0103 \u015fi o \u00eenghe\u0163at\u0103 de vanilie sundae.<\/p>\n
\n\u201eM\u0103n\u00e2nc asta \u00een fiecare zi – de fapt de dou\u0103 ori pe zi, de luni p\u00e2n\u0103 vineri.\u201d<\/p>\n
\nExecutivul de 52 de ani spune c\u0103 reu\u015fe\u015fte s\u0103 \u00ee\u015fi men\u0163in\u0103 condi\u0163ia fizic\u0103 alerg\u00e2nd 50 de mile s\u0103pt\u0103m\u00e2nal \u015fi renun\u0163\u00e2nd la sosul tartar din sandvi\u015furile cu pe\u015fte, precum \u015fi la \u015funca din Egg McMuffins.<\/p>\n
\nDup\u0103 un an \u00een care a avut acest regim spune: \u201e\u00cencepi s\u0103 \u00eenve\u0163i ce \u0163i se potrive\u015fte dup\u0103 un an\u201d.<\/p>\n
\n\u00cenchiderile for\u0163ate au afectat \u015fi businessul McDonald’s, care a \u00eenregistrat un profit mai mic cu 13% \u00een primele dou\u0103 trimestre ale anului, comparativ cu anul trecut – dar fast-food-ul se dovede\u015fte a fi unul dintre cele mai reziliente domenii \u00een pandemie, cel pu\u0163in \u00een Statele Unite.<\/p>\n
\n\u201eAvem un meniu foarte Darwinian. Orice se vinde, punem \u00een meniu; ce nu se vinde, scoatem din meniu\u201d, dar \u201eexist\u0103 un anumit nivel al cererii care trebuie sus\u0163inut. Nu ne merge bine dac\u0103 vindem unu sau dou\u0103 produse pe or\u0103\u201d, spune el, \u00eentrebat c\u00e2nd vor introduce \u00een meniu un burger f\u0103r\u0103 carne.<\/p>\n
\nNu poate s\u0103 \u00ee\u015fi creeze cererea compania care are un buget de marketing de 4 miliarde de dolari? El r\u0103spunde c\u0103 produsele pe baz\u0103 de plante nu sunt suficient de mainstream – cel pu\u0163in nu acum.<\/p>\n
\nKempczinski a fost recrutat chiar de c\u0103tre Easterbrook, fostul CEO, de la Kraft, \u00een 2015, iar cei doi b\u0103rba\u0163i au creat o strategie prin care au inclus meniurile de mic-dejun toat\u0103 ziua, precum \u015fi ecranele digitale.<\/p>\n
\nVestea c\u0103 el este noul CEO l-a surprins, iar primele reac\u0163ii au fost s\u0103 se g\u00e2ndeasc\u0103 la impactul avut asupra prietenului s\u0103u, propria carier\u0103 \u015fi organiza\u0163ia pe care trebuia s\u0103 o aduc\u0103 pe calea cea bun\u0103.<\/p>\n","protected":false},"excerpt":{"rendered":"
Jurnali\u015ftii de la Financial Times au avut un interviu fa\u0163\u0103 \u00een fa\u0163\u0103 cu cu Chris Kempczinski, CEO al McDonald’s. El are experien\u0163\u0103 \u00een marketing, dob\u00e2ndit\u0103 at\u00e2t prin studii teoretice, la Harvard Business School \u015fi Boston Consulting Group, c\u00e2t \u015fi prin experien\u0163\u0103 practic\u0103 la Proter & Gamble. Este, de altfel, descris de autorul articolului drept un […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510],"tags":[34398,125,195,11196,7155,33195,33540,11194,4466],"class_list":["post-188521","post","type-post","status-publish","format-standard","hentry","category-actualitate","tag-angajata","tag-ceo","tag-experienta","tag-fast-food","tag-mcdonalds","tag-prindere","tag-relatie","tag-restaurant","tag-sef"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/188521","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=188521"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/188521\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=188521"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=188521"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=188521"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}