If there was evidence anywhere in the world that customer-centric marketing is taking the lead in how to maintain a loyal community customer network, it would be McDonald's creating a feng shui environment for its Hacienda Heights Community in LA (http://abclocal.go.com/kabc/story?section=news/bizarre&id=5983863). Thirty years ago the science of McDonald's restaurant (word used loosely here) design was how to make chairs, tables and fluorescent ambiance attractive enough to sit in and uncomfortable enough to endure for only 18 minutes, to make way for the next Happy Family.

In the recent World of carb-free mania, McD. tried to modify its value proposition to more healthy eating and failed (and yet the Heavens still blessed Mickey D with the untimely passing of Dr. Atkins). Now the McMarketers are trying to create an environment to appeal to the cultural makeup of a specific community and generate value-add revenue by designing a destination for harmonious relaxation.

In other words, McDonald's is not reinventing its brand, but it is aligning it to customer-centric values within the community. The burgers are not soy, there is no bok choy. It's straight up McDonald's fodder for those eclectics in the Asian market that crave some down-home US greasy grill. That 1º of community interest in a Big Mac is now embraced in a 360º cultural environment (see blog entry: 360º About Face, Sept 11, 2007) The idea of turning fast-food into a slow-experience does seem ironic, but the simple truth is, where else can McDonald's go? American culture is changing (the Democratic nomination race is the most simplistic evidence of this flux), and without tracking and meeting customer-centric values throughout this change McDonald's will go the way of the McDodo.

Again, the interesting point is not reinventing the brand, product or service, but the alignment of these to customer-centric values (download white paper on How to Make the Customer the Centre of Your Universe, book review blog entry Nov 29, 2007). That's an awful lot of interior decorating for the McArchitect. McDonalds has made a big PR hit over the plan, and America is watching. The reality is they have achieved a 20% increase in revenue, through a cosmetic facelift only. No chopsticks in this diner.

Despite my condemnation of their nutritional contribution to the planet, I have to tip a hat to their customer-centric marketing strategy. Come on all you other guys out there. If McDonalds flips the switch, can the rest of the world be far behind?

For a methodology to develop a customer-centric marketing strategy, you know whom to call....