When Millions Like “Swill”

Interesting news about how McDonald’s coffee came out recently.  They have seen an increase in their share of the coffee market, Starbucks has had a decline. The latter made news with closing their stores for a half day associate training.  Apparently that investment hasn’t paid off just yet or, more likely, there are other forces are at work.

Clearly McDonald’s isn’t playing to the sophisticated coffee drinker.  Do they have to?  No. The key that I picked up was that McDonald’s has been willing to change how/what they’re offering to its customer.  Before they only offered hot, brewed coffee.  Now it’s iced coffee too – and with several different types of flavors.   It has paid off.  Sure market share is a fluid dynamic, but so is recruiting.

Some questions that this article got me to thinking about:

• What changes am I willing to make to improve things for mycustomer (hiring managers or clients NOT candidates)?
• Are my business hours convenient for them? Heck, do I even meet with them? If not, why?  Could it be that they don’t see value in what I’m are providing? If so, who’s fault is that (hint: blaming the customer kills business)
• Am I giving them what they expected?  Is it of value?  If it is “the hire”, they could be waiting too long to see the value.  What can I offer in the mean time?
• What is my product offering (read: candidates)? How am I improving that product?  Is it flawed and am I hoping the customer will “settle” for it?
• There are more questions, I’m sure. Keep me honest and lay’em on me…

When you or I go into McDonalds we know what to expect (brand). It is the same with Starbucks. Both have coffee.  One company is growing, the other isn’t.  Am I growing?  What do prospective (and repeat) customers expect when they hear from or contact you? If you and I don’t know or the answer is can be summed up in the word “candidates”, we’d better go back to square one.

Side note: When your competition says you serve “swill” or some other deriding comment, it means you’re hit a nerve and are being effective.  8~)

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