Falling arches and other cataclysmic changes

31 Jan

change

With sweat and angst, people struggle for years to change things, then suddenly the mighty fall simply because of changing tastes.

Powerful people and institutions use their power to create systems that sustain and protect them. But these systems always contain elements of their own destruction. They do not defend against the unexpected and the unlikely. So when that unforeseen wave rises, it crashes with the force of a tsunami.

Who could have anticipated that people would turn against McDonald’s hamburgers?

mcdonaldsIn 1994, the restaurant giant had sold 99 billion burgers – an unfathomable number. Then it stopped counting. The film Fast Food Nation cites a survey showing that 88 percent of people could identify the McDonald’s arches but only 54 percent could identify the Christian cross. Financially, the company is larger than the economies of many countries.

Yet the chaos has come.

Days ago, after only two years as McDonald’s CEO, Don Thompson announced he would step down. Profits in the last quarter dropped a precarious 21 percent. Sales have pretty much fallen or remained flat at all stores for 13 consecutive months.

McDonald’s didn’t change. We did.

“I don’t know a single person of my generation that eats at McDonald’s,” a man in his early 20s said. “When the older generations pass on, they’ll have no customers.”

People haven’t necessarily forsaken burgers. They just prefer the so-called “better burgers” at places like Five Guys and the Shake Shack, which this week had a highly successful public stock offering.

McDonald’s, with its top marketing pros, is trying to reverse the trend. Ads have changed to show that its food is actually real. Other changes must be in the works. It could turn things around and reinvent itself, but so far that hasn’t happened. If McDonald’s goes under it will leave a giant hole in the global economy. In its wake will be opportunity for others.

We are used to disruptive technologies destroying things like newspapers and video stores, but the technology related to burgers has not changed. Only taste and attitudes have changed.

Can you imagine if this happens in politics?

Political parties usually are quick to adapt. They are willing to give people what they want – or at least provide the appearance of this – in order to survive. Still, quick changes can alter much about the system.

Koch Brothers

Koch Brothers

In a political overhaul, what would happen to the conservative Koch brothers, who announced recently that their political network will spend about $900 million on the 2016 elections – more than the Republican and Democratic parties will spend.

If the political climate takes a dramatic shift, what will happen to this network, its money and its associated power, influence, special interest legislations and the intricate machinery that runs everything and keeps order? What will happen to all the other power networks? What will replace them? Will it be genuine or phony? Helpful or hurtful? Open or closeminded? Peaceful or warlike?

It was reported this week in the New York Times and elsewhere that a majority of the American public, including half of the Republicans, support government action to curb global warming. That news is bound to recast agendas in the 2016 congressional and presidential elections.

What else is coming? Lots, probably.

Young people aren’t buying homes; aren’t buying cars; aren’t living in the suburbs; aren’t using traditional banks. Maybe they will decide to stop using traditional politicians.

On a dark election night, a losing politician was heard to have said, “The people have spoken – the bastards!”

We may be hearing more of this. It’s something to think about as we eat a better burger in the back of a peer-to-peer driving service on the way to a friend’s apartment in the city.

By Lanny Morgnanesi

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