Change Process Communication Plan 1

Change Process Communication Plan

Amanda Strusienski

AET/560

Todd Burke

4/10/17
 Change Process Communication Plan 2

Change Process Plan

McDonalds brand is known throughout the world as a family oriented fast-food

restaurant. In recent years with the economic downturn and heightened nutrition awareness our

business has been put in a position to need an organizational change. However, McDonalds still

adheres to the Mission and Vision that was first established so many years ago. Since the

rebranding of our Vision in 2015 to evoke a deeper sense of love (inspired from the Im Loving

it slogan) and connection with our employees and community (McDonalds Newsroom . 2015)

the purpose has been driving the brand to change our philosophy from Billions served to

Billions heard. This stems from the corporate mission, Our purpose goes beyond what we

sell. Were using our reach to be a positive force. For our customers. Our people. Our

communities. Our world. (McDonalds Corporate . 2017). Keeping these driving principles in

mind it has been decided to address the corporate changes needed to promote the companys

continued success. This plan is transitioning from cashiers to self-service kiosks in all stores,

including the drive-thru platform. This decision was made after countless focus groups and

research to address the ways to meet the needs of increased minimum wage and the need to

reduce staff at all locations, as McDonalds uses more personal than similar restaurants in the

fast-food industry (McDonalds Newsroom . 2015). Though a difficult decision we believe this is

the best way to maintain the integrity of our brand and stay truthful to our vision of putting our

customers and their experience first.

Over the next year the company will implement this process of using self-service kiosks

within all stores worldwide. This will increase customer satisfaction as they have more options,

and provide opportunities for employees to be cross-trained in both front counter support for

kiosks, drive through window, and back of store preparation and support. Though a reduction in
 Change Process Communication Plan 3

staff will eventually be necessary, employees will be given opportunities for growth or transfer

when possible, and will be treated with utmost professionalism and respect when reduction is

necessary.

This information will be passed throughout the corporation through a downward

communication process. Regional managers will arrange training for store managers on how to

implement this plan at each franchise. Store managers will be expected to work with employees

during this transition by offering training on the new processes, providing support, and

remaining open to address employees questions and concerns.

This information will be directed to regional managers through a formal email

communication. Once this has been released the PR department will release lower-level emails to

all managers with attached flyers to distribute in all stores worldwide. It will be recommended to

have a formal meeting with team members to communicate the implementation of this plan and

address concerns of employees. Regional managers will attend a monthly tele-conference

meeting to be including in the change process as this plan moves forward. They will then

communicate that information to store managers through email communications. Monthly

communications will be distributed through the PR department to maintain an atmosphere of

transparency to all employees.

In order to assess whether or not this communication is reaching the target audience a

quarterly survey will be distributed to all employees. The information gathered will then be

assessed to see whether or not the current communication should continue or if it needs to be

modified. Additionally, data will be collected via internal communications, such as town halls,

where regional managers will go to different stores and speak with employees and answer any
 Change Process Communication Plan 4

questions they may have. This will be done in order to maintain a level of open communication

and transparency with all levels of employees. The hope is that these actions will decrease the

resistance that often comes from change, so that the transition in this process goes smoothly.

As a corporation, implementing these changes will offer an opportunity to refresh our

brand and branch out into a new market. This will give a better experience to our customers and

ensure that we remain faithful to our vision and mission of impacting our customers and the

community.

Change Process Email

McDonalds Team Members,

We at McDonalds corporation believe in our mission and vision of being a positive

force (f)or our customers. Our people. Our communities. Our world. (McDonalds Corporate

.2017). In recent years we have seen a need for change due to the economic changes, heightening

nutrition awareness, and demand for wage increase. After much research and focus groups it has

been decided to implement this needed change through the introduction of self-service kiosks in

all stores worldwide, including drive-thru. This new form of service will benefit our customers as

they will have the opportunity to personalize their meals, eliminate lines and wait times, and

reduce costs to individual stores through staff reduction.

The timeline for this change will begin with trainings and town halls that will start during

the next quarter to further explain the process to store managers and employees. The next step

will be the installation of the kiosks and employee training for usage and promotion of this new

process. The final step will be public communication and promotion for the rollout of this new

process to our customer base. Additionally, monthly communications will be sent out throughout
 Change Process Communication Plan 5

this process so all employees are aware of changes as we desire to maintain a level of

transparency with our employees.

In regards to the impact on our organization, managers will be responsible for holding

meetings with employees in order to remove concerns over these changes. Managers will

participate in monthly meetings to discuss these changes throughout the next year. Training will

be provided once these kiosks are installed in individual stores so all staff will be able to operate

them. There will also be town halls to discuss these changes and answer employee questions.

Employees will be given opportunities for cross-training in different parts of the organization,

with reduction in staff coworkers will be addressed in the most professional manner possible.

While reduction is difficult to consider, we must remember that McDonalds is one the most

heavily staffed fast-food restaurants in the industry, and with the introduction of the self-service

kiosks, a reduction will be necessary.

We at McDonalds take pride in how we far weve come as a company since our humble

beginnings in the 1950s. In order to maintain our stance as a customer friendly fast-food

restaurant, changes are needed. We believe the introduction of the self-service kiosks is the best

way to maintain our position for the future growth of our company. We appreciate all that you do

every day by being such a positive force for McDonalds corporation.

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References

Addady, M. (2015). Fortune. Retrieved from http://fortune.com/2015/08/25/mcdonalds-self-

service-kiosk-problem/

Avella, J. (2015). Business Insider. Retrieved from http://www.businessinsider.com/mcdonalds-

self-service-kiosk-fast-food-automated-2015-10

McDonalds Newsroom . (2015). Retrieved from http://news.mcdonalds.com/US/news-

stories/McDonald-s-USA-Announces-New-Brand-Vision

McDonalds Corporate . (2017). Retrieved from

http://corporate.mcdonalds.com/mcd/our_company/our-ambition.html

Peterson, H. (2015). Business Insider. Retrieved from http://www.businessinsider.com/what-self-

serve-kiosks-at-mcdonalds-mean-for-cashiers-2015-8

Rensi, E. (2016). Forbes. Retrieved from

https://www.forbes.com/sites/realspin/2016/11/29/thanks-to-fight-for-15-minimum-

wage-mcdonalds-unveils-job-replacing-self-service-kiosks-nationwide/#5d627f444fbc