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.