Subject Index
 

1-888-GoMcWakeup is a free, hotel-style wake up call service which allows Chicagoland consumers to be awakened for a delicious breakfast at McDonald's by their favorite local celebrities. Upon calling ...

In 2006, McDonald's was facing a profound challenge, as cynics and non-believers still viewed its food with wariness and mistrust despite all it had been doing and saying in relation to the health, qu ...

In 1996, McDonald's, the world's biggest fast food restaurant chain, found itself in a proverbial pickle. A tight labor market, additional costs resulting from minimum wage increases, an ...

This paper describes how the $500 million (approx £250 million in 2008) ‘Smile’ campaign of 2000 failed to redress the sales slump and promote the store revamps. Although there were high expectations ...

By 2003, after nearly 50 successful years, McDonald’s Corporation was suffering an identity crisis as consumers put a growing premium on freshness and taste. Revenues were shrinking and to reconnect ...

The world's largest fast-food chain by a sizable margin, McDonald's had experienced many years of unbridled growth, but it had faltered in the mid-1990s. Many blamed errors of judgm ...

When faced with the task of communicating McDonald's improved offering to consumers, the planning process revealed a far greater challenge - to re-engage them with a brand that had become increasingly ...

While McDonald’s is a brand loved for its food, it was not high on the agenda of people looking for work. This, combined with the fact New Zealand was experiencing the tightest employment market for m ...

Ray Kroc developed his brand vision for McDonald's around a simple but effective consumer-driven premise: quality, service, cleanliness and value. These values have remained the cornerstones of the co ...

This campaign for McDonald's countered the negative publicity arising from the film Super Size Me, in which Morgan Spurlock showed that eating nothing but McDonald's for 30 days made him ill and overw ...

In early 2004, McDonald’s identified a gap in its menu. Its share of the young adult segment was declining because it failed to offer a filling beef burger to rival competitive products. To do so mean ...

In 2002, McDonald's was in crisis following a decade of declining sales trends. Myths concerning the poor quality of the food abounded and the corporation was held up as the caricature of an obesity-r ...

This is a story of how planning helped McDonald's talk about a very sensitive and emotional issue, the quality of their food, in a credible and engaging way. In doing so, planning navigated around two ...

It was a case of think local and go global for McDonald’s “Eat Smart, Be Active” programme. This initiative was developed by DDB New Zealand to address specific issues for McDonald’s in the New Zealan ...

The McText promotion is New Zealand’s most successful multi network text marketing campaign, with 25% of the all mobile phone users in New Zealand participating: up to 50,000 entries each day. One in ...

Campaign in 1998 by Leo Burnett for McDonalds' sponsorship of the 1998 World Cup. TV commercials (2) featuring Alan Shearer as someone who uses McDonalds. Ran during the build-up period to the Cup, ac ...

This 1998 paper shows how advertising helped McDonald's to become part of the fabric of British society. The company has driven market growth, overcome short-term obstacles and increased its own brand ...

The author, from Northwestern University USA, postulates that McDonald's loss of market share is due to the company failing to realise that though it owns the logo, its consumers own the meaning behin ...

As sponsors of the Olympics, NBA and NFL in the USA, McDonalds has a wealth of experience in event marketing. This article describes their long term involvement with the NBA.

Objectives To persuade new customers to visit McDonald's for breakfast to counter a decline in the growth of comparative sales (same store growth). The direct objective was to increase McDonald's prop ...

Reviews the key role played by advertising at each critical stage in the development of McDonald's 21-year old UK business. Careful brand stewardship and consistent commitment to advertising have been ...

The launch advertising had to position McDonald's as a main stream option for breakfast and not just a niche offering, to make the investment worthwhile. Furthermore it had to achieve this without th ...

When McDonald's launched MacTime it was already the clear market leader. It had a good history of growth, it was continuing its expansion policy of building new outlets and it had also reduced its pr ...