What can KarenBishop, the new managing director of McDonald's Romania do with thelegacy her predecessor Marian Alecu has left her - 60 restaurants,over 3,000 employees, and an around 100 million-euro business - ona market where Romanians' budgets are increasingly tight?
"The biggestmistake would be to change the strategy pursued so far. We need togrow, rely on development, because this is just the beginning,"says Karen Bishop, exactly 15 years after the opening of the firstMcDonald's restaurant in Romania, on the ground floor of the Unireashopping centre.
The current managerof the chain will not get to see the day when 15,000 people wouldstorm into one restaurant - the number of customers all McDonald'srestaurants manage to gather in one day at present, but there aregrowth opportunities "if you are flexible," Bishop says.
"We can forinstance plan to launch new products in two years' time, but thiscan occur even sooner if the product is in demand. As far asadvertising is concerned, it is good to invest when times aredifficult. You may have affordable prices every day, but you haveto make sure all customers know that. Some things need to be spedup, others slowed down," Karen Bishop believes.
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