McDonald's Canada: Our food. Your questions.

This case study describes how McDonald's, the quick service restaurant chain, improved public perceptions in Canada with a transparent and open approach.

McDonald's Canada: Our food. Your questions.

Agency: Tribal DDB TorontoAdvertiser: McDonald'sBrand: McDonald'sCountry: Canada

Objectives

Effect a dramatic improvement in McDonald's food quality perception scores in order to strengthen brand health and lift long-term sales.

Despite having the best food quality and safety practices in the industry, consumers give McDonald's little credit for their leadership. In fact, McDonald's had become the poster child for everything that is wrong with quick service restaurants and mass produced food. Internet and social media had seen the proliferation of 'McDonald's' myths and rumours which included "pink goop" in...

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