McDonald’s latest advertising campaign is all about promoting random acts of love as payment at its stores (watch the ad that debuted during Super Bowl). Now through Valentine’s Day, unsuspecting customers will be randomly selected to do something kind—like call their mother and tell her they love her, or give a family group hug—as payment for whatever they’ve ordered. As the newly appointed CEO of McDonald’s, Steve Easterbrook will need to do more than dole out hugs and praise, but it could be an important component to winning again. Can being an insider, a known risk-taker and turnaround leader be enough?

As CEO, he will need to get certain things right in short order. The legendary brand is fighting to remain relevant in a nation that is fatter than ever, yet on a growing quest for fast food that is also healthy and locally sourced. An infusion of love might not fix everything, but it could be a good place to start. Here’s how:

1. Set a fresh vision—what business is McDonald’s going to be in? Right now franchisees and customers could be proclaiming, “What am I lovin’?” Easterbrook will need to quickly establish a future plan that shareholders can embrace.
2. Connect with key stakeholders—wrap the franchisees in a big ol’ bear hug. Get them excited that the right change is coming… and fast.
3. Sometimes love fades away and space needs to be created for new, better love to emerge. Knowing things need to change means leadership needs to change. Build a fresh team with a better mix of outsiders with fresh perspective as well as high performing veterans. Even Easterbrook had to leave for a couple of years to be able to feel the love. Build a team that can make the vision a reality. That will definitely warrant a bear hug!
4. Provide an environment workers can embrace—help all the approximately 300,000 employees (one in eight employees in the U.S. have been employed by McDonald’s at some point in their career) see themselves in the vision and the execution toward that vision.
5. Put some love in the food! I won’t go into the “What’s in our food?” campaign that tanked, I’m just saying part of being in business is actually giving consumers what they want.

&nbsp
If Easterbrook can establish some quick wins in a couple of these areas, shareholders might just be lovin’ him.

The Bailey Group can help you find your secret sauce as a leader. Contact us for a free consultation.