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Incident Prevention Magazine

Jerry Havens, COSS

How Does McDonald’s Marketing Apply to Your Lineworker Training?

Think of a hamburger. Now, pick a fast-food chain to get that burger from. Chances are you thought of McDonald’s, Burger King or Wendy’s. It’s even more likely that McDonald’s was your first thought – but why? Probably because McDonald’s has been the number one fast-food chain in the world since 1975, only losing the top spot to Subway in 2011. McDonald’s typically spends $500 million to $2 billion a year on advertising. But why advertise if you are already at the top of the heap?

The answer is TOMA, which stands for Top Of Mind Awareness. For McDonald’s, TOMA ensures that when someone thinks about a hamburger, they automatically think about a Big Mac, Quarter Pounder or Happy Meal.

By now you’re probably wondering, what does all this have to do with lineworker training?

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