Mcdo: un gagnant malgré une économie difficile?

Sans être un consommateurs de fastfood ou un partisan de la chaîne, je ne peux qu'être soufflé par les performances des dernières années... Les chiffres sont particulièrement évocateurs depuis l'entrée en fonction de Jim Skinner en 2004.

"If you haven't been in a McDonald's lately, you might assume that the company simply has been the beneficiary of the struggling economy in the U.S. and elsewhere in the world, and that cost-conscious consumers are flocking to fast-food eateries instead of sit-down restaurants. But to post the kind of impressive numbers McDonald's has -- and to weather the current turmoil -- Skinner has had to find ways to attract new diners while retaining the hard-core Big Mac-and-fries crowd. And so today, along with burgers and shakes, you can stroll into a McDonald's and pick up a snack wrap or a fruit smoothie or a decent latte (much to Starbucks' chagrin), all of which translates into higher sales per location. Last year average per-store sales jumped to $2.4 million, from $1.6 million in 2004.
Now think of all the things that have to go right to pull off that kind of global transformation: Test kitchens need to churn out winning recipes (no more McPizzas!), the company must line up suppliers who can handle big orders, the crews have to be trained to prepare new items, and marketers must figure out a way to sell them -- all while fending off the food police who, not without merit, dog the company about the nutritional value of its fare. Luckily for McDonald's, Skinner is an operations whiz who has turned the restaurant giant into a well-oiled machine, insisting on planning and accountability throughout the company -- even hash browns are subject to review. "McDonald's has been an execution wonder," says UBS analyst David Palmer. That's why Fortune has named Skinner to the starting lineup of our first Executive Dream Team, an all-star roster of top-performing executives."

http://management.fortune.cnn.com/2011/08/23/why-mcdonalds-wins-in-any-economy/?iid=HP_LN