How A Single Employee With A Great Attitude Totally Changed My Thinking About McDonald’s. And My Own Business.

By Rich Harshaw

“Am I going to enjoy your company today, or have you made prior arrangements?”

Huh?

It took me a minute to figure out what the clerk behind the McDonald’s counter meant when he asked me in an extremely sophisticated and playful way if my order would be for “here or to go.”

Except he didn’t say “for here or to go.”

It was the Tuesday before the week of Christmas at 12:35 in the afternoon and I was in a hurry. I had two things to do before meeting with a teenage boy I mentor as a part of the Big Brothers program: 1) Stop and get him a McDonald’s gift card for Christmas, and 2) grab a quick lunch. Time was short, so I decided I’d kill two birds with one stone and order my lunch from McDonald’s. Even though it’s, you know, McDonald’s.

You already know the unexpected greeting I received when I approached the counter. Turns out, that eloquent greeting was just the tip of the iceberg.

When I finally realized he was asking me “here or to go” I stammered that I’d be eating here. When the clerk heard my answer, he smiled and replied, “Fantastic. We are so happy to have you here with us today.”

Uh, okay.

Look, it’s not that I’m a big fat jerk who can’t reply to kindness with kindness. It’s just that I was so caught off guard, I was speechless. Let’s face it: McDonald’s employees aren’t necessarily known for being helpful, nice, or polite. At best, they are usually serviceable. At worst, they’re unintelligible. Obviously, there are plenty of exceptions, but I was never expecting this guy.

I told him I needed to buy a gift card, and order a meal.

He immediately replied, “Good job; McDonald’s gift cards make an excellent gift.”

When I ordered the Deluxe Quarter Pounder, he agreed that I had made a great choice. One of the best burgers on the menu, he said.

Then he informed me that because I had ordered a gift card, I was eligible to receive a free ten-piece nuggets as a bonus. He playfully suggested that my options for the free nuggets were to keep it and eat it myself, give it to the person I had bought the gift card for…. or (as he turned the card over and pointed to where you write the name of the gift card recipient), just give it to him! He told his name was Daniel, and I could give him the card because he loved to eat at McDonald’s.

Wow.

Then he gave me my drink and told me to be polite and wait in line at the drink machine, that no cutting would be tolerated (he was joking, of course).

As I sat and waited for my food, I heard him say the following to other customers:

• We’re gonna get it right!
• When you hear your number called, raise your right arm like this!
• Our apple pies are delicious, sure you don’t want some?
• I’ll get my drink specialist right on that!
• It’s all about teamwork. At McDonald’s, we’re a team!

When a dad came in with a young boy who ordered a Happy Meal, he spoke directly to the boy and asked him what kind of dipping sauce he wanted, taking the time to list all of the choices individually. When the boy said he just wanted ketchup, Daniel said that he preferred ketchup too.

This secret video I shot doesn’t do him justice—but you’ll get the idea:

I’m not trying to oversell this guy, but the truth is, I was totally blown away. He made me feel welcome and valued—AT McDONALD’S! I would go back to McDonald’s, just to see Daniel. I’d go out of my way to eat at that McDonald’s. I’d be disappointed if I went in there and found that he was off that day. In fact, while I was sitting there for ten minutes, at least two or three people came in that in fact knew Daniel on a first name basis. Regular customers.

And it got me thinking about my business. And your business. Heck, any business.

How can we capture the magic of Daniel? Is it even worth trying to capture the magic of Daniel?

The first step is to start looking at your customers differently. Don’t look at them as a transaction—money to be made. Instead, look at them as individuals that you can pour some hope, energy, and light into. Sound a bit… cheesy? Daniel certainly didn’t seem to think so. Hope from McDonald’s? You bet.

Next, be an ambassador for your product. That’s right—and ambassador. Somebody who champions the cause every step of the way. Use words and language that let people know that they are making a great choice. That they will be extremely pleased with their selection. That they will be glad they did business with you. Then confirmation bias can go to work to make those people find evidence to back up what you’re saying.

Finally, be genuinely happy to be alive and working. Think about the typical McDonald’s (or really, any employee)—do they seem happy to be there. Or alive? Positive energy doesn’t come naturally for most people, but it can be learned and developed in anybody. Think about it, work on it, and practice it.

There you have it—not a fancy long post with lots of formulas for being nice. Just a random reminder from the unlikeliest source imaginable that the way you treat people can make a huge difference in the way they perceive your company… and go a long way in your contractor marketing efforts.

Rock on, Daniel!

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© 2015 – 2016, Rich Harshaw. All rights reserved.