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McDonalds and Culinary Innovation

As I've said many times here on Health Care Strategist, I define a "brand" as that which an organization is WILLING to deliver, and actually CAPABLE of delivering, no more, no less. Within that context, it's interesting to see brands testing themselves and the marketplace on what they WANT TO and CAN deliver without straying from their essential "brand-ness."

Now Business Week magazine publishes a story on the struggles of being McDonalds' "Director of Culinary Innovation." What? McDonalds? Culinary innovation? Am I alone in finding the association somewhat jarring?

Talk about an uphill battle. Dan Coudreaut obviously "relishes" a challenge! (I know, I know...)

I might actually drive through for a late-night order of red curry eggplant. Hold the fries.


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