It is no wonder that McDonald’s and the like continue to lose market share. Several days ago I thought I would grab a quick bite to hold me over until dinner. Typical of previous experiences, I was greeted by a barrage of irritating beepers and buzzers reminding the employees of various tasked that needed to be tended to. “Why don’t they use chimes or even more pleasant sounding bells I asked?”   “They want it to gnaw on our nerves the counter person replied as he shrugged his shoulders.”

I went ahead and ordered a chicken sandwich. When I sat down to bite into it, I discovered that there was not much there – just two buns, a slab of deep fried chicken breast and a pickle. When I brought it back to the counter and requested that they please add tomato and lettuce, and “hey, how ‘bout some mayonnaise? “He returned with it (now dressed as I had originally anticipated and then said “.30 cents please?”

Years ago the famous add for a competing chain had the little old lady asking “where’s the beef!?” Today, we are asking, “where’s the rest?!”

Between beepers, buzzers and substance-less sandwiches, I’m not planning to return anytime soon.

John Russell, the Principal of the Russell Consulting Group  seeks solutions for companies interested in retaining or growing market share with a combination of common sense corporate and management decisions intended to improving brand awareness.