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Seven Strategy Questions: A Simple Approach for Better Execution by Robert Simons

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WHO IS YOUR PRIMARY CUSTOMER?

The next time you drive by a McDonald’s, take a close look. McDonald’s is a company that has reinvented itself. The Golden Arches look the same as they did a decade ago, but the company inside is very different. By carefully identifying its primary customer and allocating resources accordingly, McDonald’s has shown continued success even through the downturn that began in 2008.

The growth of McDonald’s during its fifty-year history has been described as the greatest retail expansion boom in the history of the world.1 With good reason. McDonald’s 32,000 restaurants feed 58 million customers a day.

What was McDonald’s ...

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