McDonald's has always been on the cutting edge of franchise innovation and its latest in-store decision will certainly turn heads across the food franchise industry. McTV is coming soon.
The LA Times reported yesterday that the Golden Arches has partnered with Mark Burnett, producer of Survivor, and his company, to generate exclusive TV content for the restaurant. This is a daring step-forward with the food franchise. The channel, according to the Times, will include "programming (that) will be customized to specific communities around the individual restaurants, and will include local news and entertainment features, such as spotlights on upcoming films, albums and TV shows."
While some fast food restaurants already have digital screens in place that transmit news of the moment, McDonald's are promising a TV channel with higher production values and exclusive content. We've heard of major media companies launching TV channels, but never restaurants.
The TV channel is about to rolled out across McDonald's in Souther California with the help of media firm ChannelPort.
The intention is to catch and engage the customer, and then enhance their experience," said Leland Edmondson, founder of ChannelPort. "The McDonald's customer is everyone, and we want not to be passive viewers but to be active and participatory with this network."
So the next time you visit your local McDonald's, you might find yourself engrossed in a little bit of television.