McDonald's Denmark: Coin Hunters

DDB Copenhagen Copenhagen

Advertiser: McDonald's
Brand: McDonald's
Country: Denmark

Objectives

Business background

The McDonald's menu consists of a number of product categories each playing their specific role in the business model. The EDAP ("Every Day Affordable Prices") category offers good products at an extra low price. It is aimed to satisfy the most price sensitive customer: youth in general, and teenagers in particular, to whom every penny counts. In the McDonald's business model the EDAP category is used to drive traffic to the restaurants – Guest Count (GC) - equal to "number of transactions", as opposed to a driver for the "size of the transactions" (the average transaction is defined as Average Check (AC)). In Denmark the EDAP category accounts for roughly 25% of McDonald's' total yearly turnover1 - making a crucial contribution to the overall health of the local business.