As the operator of four McDonald's restaurants in Howard County, Cathy Bell spends a lot of time thinking about how to improve service and boost business.
She was doing just that one day last summer when the lyrics of Donna Summer's 1983 hit, "She Works Hard for the Money," ran through her head. Why not use it for a McDonald's commercial? she asked herself.
The 41-year-old Columbia woman's brainstorm has turned into a new $1 million-plus McDonald's television and radio advertising campaign that's being launched today in 10 U.S. markets, including Baltimore, Boston, New York, Hartford, Conn., and Detroit.
"We hope this will add to the customer's perception of what they're getting for their money," Bell said.
Bell's idea made a hit with the Baltimore CoOp of McDonald's owners when she suggested it, singing a few bars to refresh people's memories. And when Arnold Communications Inc., the group's advertising and public relations firm, approached Donna Summer about re-recording her song, the singer liked the idea. It's the first time the artist has re-recorded a selection for a commercial.
Summer recorded eight renditions, including swing, big band and country versions, according to Laura Johnson, a spokeswoman for the Baltimore office of Arnold Communications.
"You get more for the money 'cause McDonald's treats you right," the fast-food chain's lyrics say. At the end, Summer whispers: "Did somebody say McDonald's?" dovetailing with the theme of McDonald's current national campaign.
The TV spot shows glimpses of families having fun at McDonald's and highlights the company's food, children's play areas and Ronald McDonald House and other community projects.
Bell is amazed that the idea she conceived as a boost for local business has had such broad appeal.
"When I was told [Donna Summer] had agreed to a contract, I said `Wow, is this really happening?' " Bell said. "Even if you didn't grow up when that song was around, you can relate to it. It's hip. It brings a jazzy overtone to the lyrics."
McDonald's has a tradition of letting ideas bubble up from restaurant owners and operators, said Carl Whitmire, vice president and regional director for the Baltimore office of Arnold Communications Inc., which took Bell's idea and turned it into a campaign.
"We think it's an outrageously good idea," Whitmire said. "It's one of those big ideas that comes from knowing your customer better than your competitors and wanting to market them in words and images that appeal to them and make them want to visit your restaurant.
