Case Study - Paul Crocker
You really do have an effect. You're involved all the way, from coming up with ideas, to approving campaigns and budgets.
Paul Crocker had run a number of successful petrol station businesses before taking on a McDonald's franchise in 1995. He now operates five restaurants in Kent with the help of his wife. He has consistently outperformed the national average for sales growth.
"The secret," says Paul, "is a combination of fine tuning operational performance and enticing new customers into the restaurant." He does this by getting out into the community, and seizing every opportunity there is to sponsor events and distribute vouchers so that people have an incentive to visit.
"McDonald's is great if you're competitive," Paul adds. "There are lots of measures to show you how you're performing regionally and nationally - as well as your own figures for last week and last year. I just like to beat targets. It gives me a buzz."
Paul was on the McMarCo committee for several years. It's made up of franchisees and senior people from Head Office who jointly decide the Company's marketing activity and spend for the following year. "It's amazing the influence you, just one individual, can have on the decisions of a big company," says Paul. "You really do have an effect. You're involved all the way, from coming up with ideas, to approving campaigns and budgets."