Call it nickel-and-dining: McDonald’s — an American institution, a company that controls its product down to the gram and number of seconds french fries sizzle — has succumbed to the world of added fees. Now it allows its tightly-controlled franchisees to charge for water, at Chicago O’Hare no less, McDonald’s hometown airport.
When I arrived early one morning last week in Chicago, I was surprised when the server at McDonald’s told me that water with my Egg McMuffin would have an additional cost.
McDonald’s asked me for 11¢ for a cup of water.
Now, this isn’t going to break my bank, but on the other hand, for one of the richest companies and some of the richest McDonald franchisees on the planet to be charging 11¢ for water seems penny wise and pound foolish. They must be taking marketing ideas from the airlines.
McDonald’s charged something like 40¢ for last April in Boston. I refused the water, got a refund and called McDonald’s HQ in Chicago. Later, the Boston restaurant sent me a nice letter apologizing for the charge and has not charged for water since. I check whenever I pass through Boston’s airport.
I thought it was a McDonald’s policy not to charge for water. However, this time, when I called McDonald’s HQ PR, I received this response.
McDonald’s company owned restaurants do not have a policy regarding charging for water. The majority of McDonald’s restaurants in the U.S. are independently owned and operated by franchisees – including those in O’Hare
Airport. As such, each franchisee determines pricing for his/her individual restaurant.
This is an astounding email to come from the highest levels of the McDonald’s corporation. I actually think it is flat-out wrong. I find it hard to believe, “…each franchisee determines pricing for his/her individual restaurant.” However, I have been now been assured on a followup phone call, that it “against the law” for McDonald’s to set prices.
Isn’t one of the things that keeps Americans coming back to McDonald’s their consistency? You always know you can find McDonald’s fare at similar prices across the U.S.A. There are normally clean, free bathrooms. The burgers, Chicken McNuggets and french fries are consistent. Basically, you know what you’re getting.
What are the McDonald’s folk doing risking that reputation of consistency for an 11¢ plastic cup of tap water?
It appears that McDonald’s corporate executives with their franchisees are operating in the same realm as DOT and the airlines. Neither has any control over those they are supposedly regulating.
Major airlines just announced a “holiday fee” that falls outside of the control of DOT. Mickey D’s franchisees are adding water fees, that are outside the control of their corporate executives.
Perhaps McDonald franchisees will slap on a holiday surcharge for meals served over Thanksgiving and Christmas? You know, they normally have to pay personnel extra to work during the holidays? I guess that would be more defensible than charging for tap water. According to the corporate spokesperson, it’s up to the franchisees.
What’s next? Pay toilets?
Obviously, free tap water is a pet peeve of mine at fast food joints (or any restaurant). It is just one fee too far. It is bad enough when we have to deal with the airlines and their fees. However, in many cases we are a captive audience and have few alternatives.
At O’Hare there are lots of alternatives to McDonald’s. I had a great plate of Chinese food at Manchu Wok. It was delicious, affordable and probably healthier than a Big N’ Tasty burger. And the water was complimentary.
Do you have any pet peeves dealing with fast food?
Charlie Leocha is the President of Travelers United. He has been working in Washington, DC, for the past 14 years with Congress, the Department of Transportation, and industry stakeholders on travel issues. He was the first consumer representative to the Advisory Committee for Aviation Consumer Protections appointed by the Secretary of Transportation from 2012 through 2018.
