McDonald's: Learning to love the brand again

McDonald's is the leading global food service retailer, with more than 32,000 local restaurants serving more than 60 million people in 117 countries each day.

McDonald's: Learning to love the brand again

SNAPSHOT

How a massive overhaul of every part of the UK business won the brand renewed public affection and led to record-beating sales.

KEY INSIGHTS

  • McDonald's embarked on an ambitious revitalisation of the brand following a series of events that had damaged brand perception to improve every aspect of the business.

  • Based on substantial investments in research, food was revamped and reinvented, restaurants redesigned and staff morale boosted.

  • The result: the UK had its best-ever year of sales growth in 2008 since it first opened its doors in South London in 1974.

SUMMARY...

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Insights Team
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