Marina del Ray Kroc

The Hillbuzz guys don’t have anything against McDonald’s. However, they don’t think it’s such a great idea for them to open a store in the Louvre, either.

So they came up with this idea, which perhaps might drop the dudgeon level from High to Medium:

If McDonald’s was smart, they’d create a stealth brand of restaurants that would run with the same efficiency but not carry the golden arches. Something along the lines of what Marriott does. Most of you probably don’t realize that Marriott owns Ritz-Carlton. When you stay at a Ritz-Carlton, you don’t realize that Marriott is calling the shots, and you think you are in an independent luxury brand. You’re not. Marriott controls the purchasing, the human resources, the vendor contracts, you name it. But, Marriott is smart and knows not everyone wants to stay at a Marriott … and there are others on the opposite end of the spectrum who can’t afford that mid-level brand, and instead stay at a Courtyard, which is also owned by Marriott, or a Town Place Suites, another Marriott brand, or the FABULOUS Residence Inns.

For some reason, this works a lot better in service industries than it does in manufacturing (cf. any of the recently-shed General Motors brands).

McDonald’s could very easily create something like “La Nod’s”, for lack of a better word, and use their same supply chains and vendor agreements to provide the support to a high-volume, upscale concept that would be more appropriate in places like the Louvre, or close to other historic sites that McDonald’s wants to cash in on because of all the foot traffic, but might avoid public outcry and resentment by not using those arches.

“Might” falls fairly short of “will,” as Walmart, which for the first few months didn’t put its name on its Marketside stores in Arizona, will tell you. Not to mention the stealth Starbucks stores that are starting to appear.

Still, the proposal has merit, if only because you don’t want the Winged Victory of Samothrace assaulted by the Hamburglar.





1 comment

  1. fillyjonk »

    5 October 2009 · 8:26 am

    In my family, we often jokingly referred to it as “The House of the Red-Haired Clown.”

    What would that be in French? “Chez Guignol au Cheveux Rouges?”

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