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Fast Food Positivity
Fast food restaurants must receive dozens of complaint letters, but what do they do with them? Ignore them? Dash off a quick "thank you for your comments" form letter and send a $1 off coupon?
I, of course, was interested in seeing what happens when you send a restaurant (or it's corporate masters) a letter that instead of slams their food or service, actually praises it. Will they blindly ignore this as well? Will it head straight for the trash? Will I get some free stuff in the mail?
And so begins the experiment. The following letters were sent out, and I waited... and waited... and waited... Never heard back, and more importantly, never got any free stuff. Did this experiment fail or succeed? You make the call.
9-30-2000
Mikel Durham,
President, North America
Burger King Corporation
17777 Old Cutler Road
Miami, Florida 33157
Dear Mr. Durham,
I am a frequent visitor of the Burger King located at 802 Lancaster Dr N.E. Salem, Oregon 97301-2968, and while I have had nothing but good experiences there, there really was not anything that stood out and made me say "wow!" All this changed on the night of 9-29-2000, when I stopped in expecting to order my usual 99¢ XL Deluxe and small drink. Instead, I was greeted by a sign proclaiming something new, something marvelous and something surprisingly unexpected: Your BK Cravers Mozzarella Sticks. Having been to high-class restaurants many times in the past, I know that Mozzarella sticks fall under the category of expensive appetizers, but to find them at an affordable 99¢, I knew I had stumbled upon something special. I quickly ordered one along with my XL Deluxe burger and small drink, and was blown away by the taste. Combined with the marinara sauce, they added a zingy compliment to my burger, spicing it up beyond anything I had ever expected. I knew Burger King had done it again, adding quality appetizers at an affordable price.
Hats off to you, and the entire Burger King organization. I salute you, good sirs. You truly are the pinnacle of fast food quality and value. You've made a believer out of me, and from now on, Burger King will be my only recommendation for value-packed dining experiences.
Sincerely,
Aaron O'Donnell
11/10/2000
James R. Cantalupo
President of McDonalds Corporation
One McDonald's Plaza
Oak Brook, IL 60521
Dear Mr. Cantalupo,
I would like to congratulate you for the new and wildly successful McDonalds special "Different Days, Different Values." As a college student, money can be tight at times with the rising costs of education, and all those important study sessions are interrupted by a hunger break. Thanks to your new special, I can afford to take a time-out and grab some delicious McDonalds food. I used to vary my trips to fast food restaurants, with each meal costing as much as $5 or more. Now, with the Daily McValue Meal, my lunch, dinner, or snack only costs me $2! The savings on food costs allow me to enjoy the terrific food and service McDonalds always provides me, and brings a smile to my face every day. Every little bit of savings helps me stay in college and continually improve and better myself, and I'd like to give McDonalds a bit of credit for making it easy and economical to do so.
Keep up the good work, I salute you, good sir. Hats off to your marketing department and everyone involved.
Sincerely,
Aaron O'Donnell
