New McDonald's Korea chief on the right path
New McDonald's Korea Managing Director Antoni Martinez promises to listen to customers' voices in this video released on YouTube, June 10. / Courtesy of McDonald's Korea
By Kim Jae-heun
McDonald's Korea Managing Director Antoni Martinez has brought many changes since he was assigned to manage the global franchise operator's business here in February.
First, Martinez was quick to change the bun for every burger to improve the quality of McDonald's signature offerings, betting on the so-called “Best Burger Initiative” that many loyal customers appreciate.
According to McDonald's Korea, the baking time has been increased and the buns are coated with a glaze. This not only keeps the buns looking fresh, but keeps them warm and moist inside.
Also, the quick service restaurant now cook fewer patties at a time than before ― with minced onions ― to allow for a richer flavor by trapping the juice in the meat to maximize its taste.
Vegetables served in the burgers are kept for a shorter time in containers to preserve freshness and crunchiness; while 50 percent more special sauce is served on the Big Mac, Koreans' favorite burger.
This is first time McDonald's has launched its “Best Burger Initiative” in Asia, and it has played a considerable part in lifting sales between January and April by 9 percent despite the spread of the COVID-19 pandemic.
Second, the managing director clarified that he will directly take the lead in listening seriously to customers' opinions and thoroughly reflect these in franchise servings.
Since he took the position, Martinez has prioritized listening to what customers have to say through various platforms and the “Best Burger Initiative” is a result of this.
McDonald's has long been active in pursuing a “localization strategy” dependent on the different countries and regions it operates in. To do this, it is imperative for managing directors in each area to understand what local customers want and to reflect this instantly.
Under his leadership, the Korea branch has been quite impressive in this context; and also in terms of strengthening its drive-thru service here as South Korea addresses the negative factors of the COVID-19 pandemic.
Also, his commitment to keep the same quality of taste and relevant services here regardless of the coronavirus challenges has been appreciated by customers.
Through YouTube video, Martinez shared his business vision with local media, raising expectations his openness and acknowledgement for the need of continuous communication will pay off to some degree.
Communication always matters in and outside the workplace to create “mutual understanding” and “shared thinking” to prevent “unnecessary controversy” and preserve corporate integrity, and this seems to be behind Martinez's openness.