The characterization of today's jobs as "only" being those at McDonald's brings to mind the recent announcement by the Oak Brook giant that it may start selling breakfast all day long. The competitive force driving the possible change? Why, experience-staging Starbucks of course.
See:
http://www.food-business-review.com/article_feature.asp?guid=D4D6BBA0-5FCB-4970-A3F9-4A0F36505263
This reminds me of the joke (I've heard attributed to both David Brenner and Steven Wright) about the man who pulls up to a convenience store that has a sign outside reading, "Open 24 Hours". But as he approaches the entry door, the store's manager is locking up for the day. The man protests, "You're sign says 'Open 24 Hours'" -- to which the worker replies, "Not in a row!"
Maybe the move to all-the-time breakfast will prove to be some help to McDonald's. Who's to know? I do know this, however: the move to a 24/7 world has a homogenizing effect on the perception of value by consumers. In retail, the very processes by which companies grow their businesses -- establishing more and more outlets with more and more hours open -- are the very same processes that kill brand, as Sameness creeps in. (Interestingly, Starbucks continues to forestall this happening by mass-customizing its decor and operating hours.)
To be available all the time destroys any sense of being exceptional, turning one's offerings into mere utilities. I truly believe that not being available at every single moment may actually endear oneself to customers. Such accounts, for example, in the real appeal of Chick-fil-A (a past winner of FC Customers First award, btw) being closed on Sundays. It's authentic in its walking away from eking out every last nickel from the enterprise.
Now, it would be interesting to see how my contention might play out online? Image a 24/6 online merchant? Or one that shuts down ordering each day at 8:00 p.m.? Well, I could see a local toy merchant’s website modifying its homepage each evening, saying it's closed for the night and advising parents to go "Read to their bunnies" and tuck them in for the night. ( I don't think Target would ever do that.)
Related Stories: | Topics:Management, customers first 2006, McDonald's Corporation, Starbucks Corporation, David Brenner, Steven Wright, Chick-fil-A Inc. |
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Recent Comments | 7 Total
September 26, 2006 at 3:35pm by Hal
Showing my age, i remember them days, when you had to have done all your shopping by 6pm on Saturday. The only thing open were maybe a gas station, or a mom $ pop store, and the movies. When Sunday was for the family. Now its lets get the almighty dollar.
September 26, 2006 at 5:47pm by j bridge
Holding a couple of jobs with non-traditional hours, I see expanded service hours not as squeezing dollars out of a business but providing non-traditional customers a chance to take advantage of a business. If there weren't units open 24 hours I might never eat at McD's!
j
September 26, 2006 at 6:42pm by jb.
Just like j bridge above, I see the 24 hour availability as less of an attempt to squeeze dollars out of people and more of a response to a world that isn't working from 9-5 anymore.
I'm sure Hal also remembers that when stores were closed from 6pm Saturday until Monday, workers also very rarely worked past 6pm and almost NEVER worked an unscheduled Saturday (or Sunday for that matter). The world has changed and I think expanded hours are more a response to that and less of a way for companies to squeak out another dollar from my pocket.
September 27, 2006 at 9:03am by Brent Clanton
I applaud what Chik-Fil-A has done, and frankly think it might be a more healthy environment for society were we not so pre-occupied with a 24/7 sales mentality. On counterpoint, I particularly relish the pleasure of shopping for groceries at 4am in my neighborhood 24-hour Kroger: no crowds!
September 27, 2006 at 9:16am by Meryl Steinberg
Unplugging from mainstream commercial media brought about a logical result: my somewhat addictive desire to go out and buy "things" has dwindled drastically. Once I stopped, I could see that it was an expensive past time with little lasting gratification. The convenience of shopping at off hours can be accomplished by by something other than "24/7" It would be awesome to see us doing more creative, truly loving things with our families and friends.
September 27, 2006 at 12:41pm by Jim Gilmore
Offering 24/7 availability because more people work and live non-traditonal hours is of course a chicken-and-egg problem: We have more people working non-traditonal hours because of offering more and more 24/7 access.
My point: As the world becomes 24/7, more and more folks, like Meryl, will opt to unplug. And companies that unplug - at least for some hours and for some days - will appeal (based on being real) to just such people.
Here's to launching more Slow Companies!
September 27, 2006 at 8:20pm by Ken Meltsner
Availability (or the lack thereof) can definitely be special. Woot (www.woot.com) is based on the concept of one good bargain per day, limited quantities, and orders start at midnight central time, along with the usual sassy/jaded attitude (cruddy products are often described as such) It's definitely developed a cult following -- my faded Woot t-shirt was the subject of an extended discussion at the World SF convention, while my really cool Woz & Jobs Apple anniversary shirt attracted no comments whatsoever.
Woot has expanded to weekly wine sales; it'll be interesting to see how this plays outside the gadget realm.