McDonald’s recently announced that they’ll provide free Wi-Fi to customers at more than 80% of their U.S. locations. Tony Bradley of PC World argues pretty convincingly that it’s a win-win: a win for consumers, and a win for McDonald’s, especially in light of their continuing battle with Starbucks.
Two things about this announcement intrigue me. First: Will consumers naturally gravitate to McDonald’s to use their free Wi-Fi? Personally, I can’t imagine working in a McDonald’s lobby for any length of time – I like the coffee-shop ambience, the aroma, and the community of like-minded laptop warriors.
Second, what will this do for the McDonald’s brand? Will it elevate the brand in the mind of consumers, or will it result in some dissonance? Will consumers “get it?”
Interested to hear your thoughts.