When I was first investigating the move to Esperance many months ago I looked at the different Esperance websites for tourists and visitors. There was a common statement being made: Esperance has no traffic lights and no McDonald’s.

Such a limiting and negative statement of identity. It lacks a positive affirmation of what Esperance is and who lives here. Esperance is a town of amazing people, physically isolated though they hold one another close. The community groups are active, the industry stakeholders are unified and the townsfolk live here because they love the town, although modern times allow us to move to the city easily the 15,000 residents are here by choice, Esperance loves Esperance.

But in this little sleepy hollow of love and goodwill, the local residents drive past the western end of Dempster Street in fear and loathing of a new building project being undertaken right next to the Bijou Theatre.

Esperance’s identity is about to change as a McDonald’s Family Restaurant is established on the corner of William Street and Dempster Street and although many people are singing a song of doom for local business and gloom for our eating habits, I’m seeing a brighter future for Esperance which doesn’t involve a Big Mac and fries.

McDonald’s doesn’t have to be the end of local fast food businesses, but it might be if local businesses believe the hype and fall on their sword. The professional edge that McDoanld’s brings to town might actually be the encouragement our local business community needs to shape up and grow.

Ronald and friends run a smooth operations and the consistency they try to deliver is their strength. Worldwide you can walk into a McDonalds and have a consistent experience, if you’ve ever been in one before then you’re already familiar with the operations, you know there is a menu above the counter and the people behind the counter will take your money kindly. The architects and consultants design the premises to train you on how McDoanld’s ‘works’ as you enter the premises.

How can Esperance survive this city slicker? Here’s a few of my hints:

  • Build a loyal customer base. Humans are tribal by nature, we love to be a in group, to belong to a minority. A key to building a loyal customer base is to build a tribe around your business, it needs to be unique and add value to the members lives that they can't get elsewhere. Do that and your tribe won't let you down.
  • Freshen up the your premises. A coat of paint and a mown lawn does wonders for a house that's for sale and it will do the same for your business for the same reason. An architect doesn't need to be involved but a repainted sign and spring clean does wonders for customer opinion of your business.
  • Expect new customers. Experience your business through your storefront, phone or on the internet as if you've never experienced it before. Walk into your shop for the first time all over again and use your five senses to experience it anew. What do you smell, what do you see, hear, feel and what does that communicate to you (remembering you know nothing about the business and what it does).
  • Review your operations. Are your products or services completely relevant to the residents of Esperance in 2010? Are your prices competitive and covering your costs plus delivering you a profit? Are you accepting methods of payment that customers want to pay with? Could you change or repackage your service or product to be more attractive or suitable in 2010?
Remember your business is your business, don't let any young buck tell you how to run it, but a fresh perspective might be just what you need to not only ride the wave of growth that McDonald's is riding, but to beat it.