Geraldine Carter

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Selling Platinum Level Products & Services at Bronze Prices

McDonald’s can stamp out an endless supply of $3 hamburgers because they’ve built an operation that scales with a minimum quality product, a near-absolute-zero level of service, and no customization in sight. 

Their $3 hamburger does not include:

  • A choice of whole wheat bun (it’s enriched white flour for you!)

  • A choice of Swiss, Gruyere, or Bleu cheese (it’s non-cheese-flat-cheese for you!)

  • A choice of rare, medium, or well-done (It can’t be rare; there’s too much soy in it)

  • If a person brings your burger to your table (if only)

  • If they yell your name (“Number 609!”)

  • If they pick up after you at your table (good luck scraping your paper placemat into the trash bin without getting ketchup on your hands after you’ve thrown away the napkins :)

McDonald’s can stamp out $3 burgers because they’ve created a low-cost product in a standard, non-customizable offer, stripped of any qualities of service. 

Recently, I paid (don’t laugh) $35 for a hamburger. 

Here’s what I got:

  • A fresh-baked, flaky croissant bun

  • AOC Compté cheese (read: fancy for French-government-designated top-quality)

  • Choice of rare, the kind of rare that’s tricky to find in the US but oh-so-delicious

  • A well-dressed waiter, who politely set down my plate with a…

  • Madame, pour vous.” 

  • Who tidied up after me, after I demolished said heavenly burger.

This was a Platinum Level hamburger. 

The price was $35. 

The price was not $3. 

Even though it was “just a hamburger.” 

Selling a Platinum Level product & level of service at a Bronze price is a recipe for business stress, pressure, and pain.


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