Marketing food: I'm loving McD's

This article looks at McDonald's recovery from a period of falling sales, with lessons for the rest of the fast-food sector.

Marketing food: I'm loving McD's

Tom RoachLeo Burnett

Six years ago, the McDonald's brand was severely damaged by media castigation of the products' nutritional values and impact on public health. Sales were falling, and even once loyal customers had fallen out of love with the brand. This is the story of the brand's recovery, with lessons for the rest of the fast-food sector.

The UK's 'informal eating out' (IEO) market comprises well over 200,000 outlets with annual sales of around £40-£50 billion. On average, each one of us eats out 2.5 times a week. It isn't one market but...

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