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October 28, 2013

CONVENE -- How McDonald’s USA Serves a Virtual Meeting

By Christopher Durso, Executive Editor

McDonald’s USA has a lot of information to share with its mid-managers — the foodservice professionals who oversee and operate its nearly 14,000 restaurants in the United States. And, until recently, because the fast-food giant tends to be “very rigid,” said Tim Traylor, director of U.S. operations development for McDonald’s, that information has been communicated in terms of “‘Here’s what you need to do,’ and not always finding the whys behind the initiative.”

But, Traylor said, the company decided it needed to change its tactical approach and “to take a step back and start getting a little bit more strategic in sharing the strategic plan or the objectives of what we’re trying to solve.”

Thus was born the Mid-Managers Business Meetings Initiative, a three-hour virtual event that McDonald’s has presented seven times since December 2011. One Smooth Stone, an event and communication firm, developed and produces the program for McDonald’s, using INXPO’s online events platform. In May, One Smooth Stone’s work won an Ex Award for “Best 100% Virtual Event” at the 2013 Event Marketing Summit.

“With ... the amount of information, the longevity of the strategy, and the complexity of the audience,” said Gary Vlk, principal and executive vice president of One Smooth Stone, “being able to communicate with them, and keeping them within a single space — that all made sense that this platform was the right decision and [that] a single standalone webcast or a series of calls or other types of digital meetings wouldn’t work.”


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About the Author: Convene, Christopher Durso

About the Author: Convene Magazine





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